2024-03-28T21:24:23Zhttps://gredos.usal.es/oai/requestoai:gredos.usal.es:10366/556632022-02-07T15:14:49Zcom_10366_4396com_10366_4395com_10366_3946com_10366_3823col_10366_4397
López Eire, Antonio
0196ede1-8e21-4fb4-8995-578e06b7638f
500
2009-03-05
2009-10-14T11:58:37Z
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
Artículo sobre las similitudes entre la antigua retórica griega y la publicidad moderna.
[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.
27 p.
application/pdf
Español
spa
Asociación Española de Estudios sobre Lengua, Pensamiento y Cultura Clásica
Adobe Acrobat
Attribution-NonCommercial-NoDerivs 3.0 Unported
https://creativecommons.org/licenses/by-nc-nd/3.0/
info:eu-repo/semantics/openAccess
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
TEXT
FALE_Logo_06.pdf.txt
FALE_Logo_06.pdf.txt
Extracted text
text/plain
95132
https://gredos.usal.es/bitstream/10366/55663/5/FALE_Logo_06.pdf.txt
14296e58e092019ee691691728c7ca7c
MD5
5
ORIGINAL
FALE_Logo_06.pdf
application/pdf
172520
https://gredos.usal.es/bitstream/10366/55663/1/FALE_Logo_06.pdf
6579c129b0a43b8ff00378bdc6789bab
MD5
1
LICENSE
license.txt
text/plain
1821
https://gredos.usal.es/bitstream/10366/55663/2/license.txt
22959d45632bc392ca120069b75801c4
MD5
2
THUMBNAIL
FALE_Logo_06.pdf.jpg
FALE_Logo_06.pdf.jpg
IM Thumbnail
image/jpeg
1332
https://gredos.usal.es/bitstream/10366/55663/3/FALE_Logo_06.pdf.jpg
e3369cb950e535e8f0b1795f964fd375
MD5
3
10366/55663
oai:gredos.usal.es:10366/55663
2022-02-07 16:14:49.713
Gestión del Repositorio Documental de la Universidad de Salamanca
oca@usal.es
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