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dc.contributorUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.contributor.authorAltarriba Sensada, Miquel
dc.date.accessioned2019-05-28T13:02:13Z
dc.date.accessioned2023-07-12T10:34:18Z
dc.date.available2019-05-28T13:02:13Z
dc.date.available2023-07-12T10:34:18Z
dc.date.issued2006
dc.identifier.urihttp://hdl.handle.net/20.500.14342/561
dc.description.abstractAristotelian pragmatics recommends that, in the exordia, one should expose the facts, while in the epilogue, one should summarize the arguments. Here we can recognize tools that are clearly those of advertising. The headline and the slogan, each with its own function, are normally the synthesis of what one wants to communicate. Like a brief and clear exordium, then, we want to point out that there are rhetorical criteria which are not only valid but in fact necessary for advertising, inasmuch as not everyone who knows advertising knows how to communicate. As in the past, advertising must study, first, the subject, which includes the topic, its pertinence and its meaning; and secondly, the elaboration, which deals with the question of the treatment which it must receive. Certainly, the advertising professional today, in addition to being familiar with the marketing of companies and institutions, with conventional media and below the line marketing, must demonstrate talent and expertise and practice authentic engineering in finding criteria, method and culmination in classical rhetoric, which considers above all the audience, topic, cause and circumstances as well as the arguments that are necessary or pertinent in each case.eng
dc.format.extent20 p.cat
dc.language.isocatcat
dc.publisherUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquernacat
dc.relation.ispartofTrípodos, núm. 18, 2006cat
dc.rights© Facultat de Comunicació i Relacions Internacionals Blanquerna-URL. Tots el drets reservats
dc.sourceRECERCAT (Dipòsit de la Recerca de Catalunya)
dc.subject.otherPublicitatcat
dc.subject.otherRetòricacat
dc.titleRetòrica i publicitat. Apunts sobre criteris comunscat
dc.typeinfo:eu-repo/semantics/articlecat
dc.typeinfo:eu-repo/semantics/publishedVersioncat
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscapcat
dc.subject.udc65


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