Revue semestrielle de linguistique et littératures romanes

Écho des études romanes 2006, 2(1):33-45 | DOI: 10.32725/eer.2006.003

Creatividad y marketing: la relación entre el eslogan y el mensaje audiovisual en los anuncios televisivos racionales y en los emocionalesSpanish

Gonzalo MARTÍNEZ CAMINO
Universidad de Cantabria

Creativity and marketing: the relationship between the slogan and the audiovisual message in rational and emotional TV commercials

The objective of this paper is to analyse the socio-semiotic function of the creativity we can find in written slogans of TV advertisements. In order to achieve our goal we will use a very well established classification in marketing studies: rational publicity (reason-ads) vs. emotional publicity (tickle-ads). We have this two kinds of ads because we have two different forms of textuality. We will see how creativity in the slogans plays different textual functions depending on whether we find it in an emotional ad or in a rational one. The socio-semiotic causes of these differences will be studied too.

Keywords: creativity;  socio-semiotic function; publicity; slogan

Published: June 11, 2006  Show citation

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MARTÍNEZ CAMINO, G. (2006). Creatividad y marketing: la relación entre el eslogan y el mensaje audiovisual en los anuncios televisivos racionales y en los emocionales. Écho des études romanes, 2(1), 33-45. doi: 10.32725/eer.2006.003
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