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López Eire, Antonio 2009-03-05 2009-10-14T11:58:37Z 2004-06 López Eire, A. (2004). Retórica y Publicidad en la era de la Globalización. "Logo, Revista de Retórica y Teoría de la Comunicación", 4 (6), 95-121. http://hdl.handle.net/10366/55663 [EN]Although Ancient Greek Rhetoric and Modern Publicity seem to be quite different, not only because of their origins but also for the linguistic resources used by the one and the other, the real thing is that both of them share a good sum of characteristics. Then, by knowing how Rhetoric was born and developed, we will be able to understand the efficiency of the mechanisms used by Publicity to achieve its main objective: persuasion, like the Ancient Greek Rhetoric. Like language. Different ways for the same ends. spa https://creativecommons.org/licenses/by-nc-nd/3.0/ info:eu-repo/semantics/openAccess Attribution-NonCommercial-NoDerivs 3.0 Unported Retórica Publicidad Globalización Teoría de la comunicación Modern Rhetoric Publicity Globalization Communication Theory Retórica y Publicidad en la era de la Globalización info:eu-repo/semantics/article info:eu-repo/semantics/article