El humor en la publicidad desde la perspectiva de la retórica y el análisis del discurso
The aim of this work is to analyze the presence of humor in advertising from a rhetorical and discourse analysis perspective. Our starting point would be humor as a generic idea that is applied, firstly, to persuasive strategies and rhetorical devices, where delectare has an important function altho...
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universidad Autónoma de Madrid |
| Repositorio: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Idioma: | español |
| OAI Identifier: | oai:repositorio.uam.es:10486/686515 |
| Acceso en línea: | http://hdl.handle.net/10486/686515 |
| Access Level: | acceso abierto |
| Palabra clave: | Publicidad Humor Retórica Análisis del discurso Persuasión Literatura |
| Sumario: | The aim of this work is to analyze the presence of humor in advertising from a rhetorical and discourse analysis perspective. Our starting point would be humor as a generic idea that is applied, firstly, to persuasive strategies and rhetorical devices, where delectare has an important function although subordinated to movere; secondly, to the idea of humor in advertising from a discourse analysis point of view, where enunciation, themes, double discourse and comedic devices are considered; and, finally, to persuasive principles and rhetorical devices with a focus on discourse analysis applied to humor in advertising |
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