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By Sonia Madrid Cánovas

¿Puede l. a. publicidad ser un objeto de investigación científica entendida como discurso? ¿Cuáles son los elementos esenciales del texto publicitario? ¿Puede existir el signo publicitario? ¿Qué metodología nos permite comprender los angeles actividad discursiva publicitaria? ¿Cuáles son las diferencias entre los modelos de análisis? Son algunas de las preguntas que planteamos en este libro. Porque los angeles publicidad no sólo proyecta interrogantes desde el punto de vista de los angeles conveniencia, los angeles moralidad, l. a. estética, l. a. sociología o l. a. creatividad. En cuanto constructo sígnico, semiótico, en cuanto discurso híbrido en el que se imbrican varios sistemas de significación que convergen en un itinerario de sentido, merece un espacio propio de atención que es el que aquí presentamos.

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