Comunicación publicitaria: construcción de potencial de significado a través de la gramática disyuntiva
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Derechos de autor 2023 Anagramas Rumbos y Sentidos de la Comunicación
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
- Articles
- Enviado: agosto 27, 2017
-
Publicado: diciembre 31, 2018
Resumen
Cualquiera que sea el modelo que guíe su estructura y desarrollo, la comunicación a través del lenguaje implica la creación de significados. Los publicistas parecen entender que la creación de significado en la comunicación con el público objetivo no necesita depender de la cláusula o dea la oración. Las producciones de significado pueden ser mordaces y con estructuras fragmentadas; con esto, el estudio que dio origen al presente artículo se interesó por la forma en que los expertos en publicidad producen significado a través de la gramática disyuntiva. Se analizaron doce anuncios de bebidas y telecomunicaciones, en aras de explicar los significados. El concepto de “debajo de la cláusula”, acuñado por Halliday, fue el facilitador conceptual de los significados en los textos. El uso de herramientas tecnológicas como tablas y gráficos ayudó a calcular las frecuencias de las instalaciones disyuntivas de los textos. Se llegó a la conclusión de que la frase nominal es el dispositivo más empleado para interesar a los lectores en el consumo. Habiéndose observado que los anunciantes utilizaban asuntos de salud, creencias y valores, regalos monetarios, contenidos de productos básicos, globalización, etc. para persuadir a los consumidores, el estudio sugirió que los anuncios podrían seguir empleando construcciones con signos de puntuación para revelar los verdaderos contenidos de los productos anunciados, de tal forma que se tomaran las decisiones adecuadas al favorecerlos. Tal comportamiento de despliegue disyuntivo también podría llevar al público a leer materiales publicitarios en lugar de rechazarlos, en tanto que, de una manera u otra, convencer al público es el objetivo real de la persuasión en la publicidad.
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Myers, G. (1994). Words in ads. London/New York: Arnold.
Okoro, O. (2008). Exploring collocations in Nigerian English usage. In A. Daramola, and O. Olugasa (eds.), Literature and language: A drama of life, Festschrift in honor of Z. A. Adejumo, 113-140. Lagos: BPrint.
Piller, I. (1997). Englische Werbeslogans. Anglia, 115, 193-222.
Roos, E. (1991). Aspects of the interpretation of puns in newspaper advertisements. In E. Feldbusch, R. Pogarell & C. Weiß (eds.), Neue fragen der linguistic akten des 25. Linguistischen Kolloquiums, Paderborn 1990, 2, Innovation und Anwendung. Turbingen: Niemeyer, 439-446.
Sauer, H. (1998). Englische Webesprache. Wissenchaftliche zeitschrift der Technischen
Universitat Dresden, 47, 87-96.
Sells, P. & Gonzalez S. (2003). The Language of Advertising. Retrieved 12 August 2012 from http://www.york.ac.uk/language/staff/academic-research/peter-sells
Shakespeare, Williams (2003). Hamlet. New York: Simon & Schuster.
Stubbs, Michael (1996). Text and corpus analysis: Computer-assisted studies of language and culture. Oxford: Blackwell.
Summers, D. C. (2010). Quality management: Creating and sustaining organizational effectiveness. Upper Saddle River, NJ: Prentice Hall.
Thompson, G. (2004). Introducing functional grammar. Great Britain: Hodder Arnold.
Thompson, G. (2014). Introducing functional grammar. Abingdon, Oxon: Routledge.
Van Dijk, T. A. (2010). Discourse and context: A sociocognitive approach. Melbourne: Cambridge University Press.
Velentzas, J. & Broni, G. (nd). Communication cycle: Definition, process,
models and examples. Recent advances in financial planning and roduct development, 117-131. Retrieved on 13 June, 2016 from http://www.wseas.us/e.library/conferences/2014/Istanbul/FINANCE/FINANCE-17.pdf.
Vestergaard, T. & Schroder, K. (1985). The language of advertising. Oxford and New York: Basil Blackwell.
Warren, Beatrice (1988). Ambiguity and vagueness in adjectives. Studia Linguistica, 42, 122-172.
Willis, Paul (1990). Common culture: Symbolic work at play in the everyday cultures of the young. Milton Keyes: Open University Press.
Xhignesse, M. A. (2016). The trouble with poetic licence. British Journal of Aesthetics 56 (2), 149-161. DOI: ttps://doi.org/10.1093/aesthj/ayv053. Retrieved on May 27, 2017 from https://academic.oup.com/bjaesthetics/article-abstract/56/2/149/2195135/The.Trouble-with-Poetic-Licence?redirectedFrom=PDF
Berlo, D. K. (1960). The process of communication: An introduction to theory and practice. New York: Holt, Rinehart and Winston.
Bittner, J. (1989). Mass communication: an introduction. New Jersey: Prentice-Hall, Inc.
Bloor, T. & Bloor, M. (2004). The functional analysis of English. Great Britain: Hodder
Bloor, T. & Bloor, M. (2013). The functional analysis of English. Abingdon, Oxon: Routledge.
Brierley, S. (1995). The advertising handbook. London: Routledge.
Brownell, J. (2009). Listening: Attitudes, principles, and skills. Boston, MA: Pearson.
Carter, R. & Nash, W. (1990). Seeing through language. Lexington, KY: Blackwell.
CDC (nd). Know the facts about high cholesterol . National Center for Chronic Disease Prevention and Health Promotion. Retrieved on 12 June, 2017 from https://www.cdc.gov/cholesterol/docs/consumered_cholesterol.pdf
Cheney, G. (2011). Organizational communication in an age of globalization: Issues, reflections, practices. Long Grove, IL: Waveland Press.
Cook, G. (2001). The discourse of advertising. New York: Routledge.
Crystal, D. (1998). Language play. Chicago: University of Chicago Press.
Dominck, J. R. (2005). The dynamics of mass communication: Media in the digital age. Boston: McGraw-Hill.
Durand, J. (1987). Rhetorical figures in the advertising image. In J. Umiker-Sebeok
(ed.), Marketing and semiotics: New directions in the study of signs for sales. Berlin: Mouton de Gruyter, 295-318.
Dyer, G. (2005). Advertising as communication. London: Routledge.
Edell, J. & Staeling, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10, 45-61.
Eggins, S. (2004). Introduction to systemic functional linguistics. London: Continuum.
Eisenberg, E. M. (2010). Organizational communication: Balancing creativity and constraint. New York, NY: Saint Martin’s.
Ewen, Stuart 91976). Captains of consciousness: Advertising and the social root of consumer culture. New York: McGraw-Hill.
Fairclough, N. (2001). Language and power. Harlow, England: Pearson Education.
FDA (nd). Understanding cholesterol: The good, the bad, and the necessary. Center for Drug Evaluation and Research. Harvard Health Publications. Retrieved on 15 April, 2016 from www.health.harvard.edu.
Fiske, J. (1989). Understanding popular culture. London: Unwin Hyman.
Forceville, C. (1996). Pictorial metaphor in advertising. London and New York:Routledge.
Geis, M. L. (1982). The language of television advertising. London and New York: Academic Press.
Gieszinger, S. (2001). The history of advertising language. Frankfurt: Peter Lang GmbH.
Griffin, E. (2000). A first look at communication theory. New York: McGraw-Hill.
Grossberg, R., Nelson, C., & Treichler, P. (ed.) (1993). Cultural studies. London: Routledge.
Halliday, M.A.K., & Matthiessen M. I. M. (2004). An introduction to functional grammar. Great Britain: Hodder Arnold.
Halliday, M.A.K., & Matthiessen M. I. M. (2014). Halliday’s introduction to functional grammar. Abingdon, Oxon: Routledge.
Harris, R. & Seldon, A. (1962). Advertising and the public. London: Andre Deutsch.
Hermeren, L. (1999). English for sale: A study of the language of advertising. Lund: Lund University Press.
Hoey, M. (2001). Textual interaction: An introduction to written discourse analysis. Abingdon, Oxon: Routledge.
Hybels, S. & Weaver II, R. L. (2004). Communication effectiveness. Boston: McGraw-Hill.
Jakobson, R. (1960). Closing statement: Linguistics and poetics. In T. A. Sebeok (ed.), Style in language, pp 350-377. Cambridge, Mass.: MIT Press.
Kalmane, R. (2010). Advertising: Using words as tools for sellingingdom. United Kingdom: Lulu Enterprises Limited.
Keyton, J. (2011). Communication and organizational culture: A key to understanding work experience. Thousand Oaks, CA: Sage Publications.
Horn, E. A. (2010). Poetic organization and poetic license in the lyrics of Hank Williams, SR. and Snoop Dogg. [Ph.D Dissertation. Austin, University of Texas]. Retrieved on January 13, 2017 from https://repositories.lib.utexas.edu/bitstream/handle/2152/ETD.
Kroeber-Riel, Werner (1991). Strategie und technik der webung:
Verhltenswissenschaftliche ansatze. Stuttgart: Koklhammer.
Leech, G. (1966). English in advertising: A linguistic study of advertising in Great Britain. London: Longman.
Lunenburg F. C. (2010). Communication: The Process, barriers, and Improving effectiveness. Schooling, 1, 1. Retrieved 13 April, 2017 from http://www.nationalforum.com/Electronic%20Journal%20Volumes/Lunenburg,%20Fred%20C,%20Communication%20Schooling%20V1%20N1%202010.pdf
Martin, J. R. & Rose, C. (2013). Working with discourse: Meaning beyond the clause. London and New York: Bloomsbury Academy.
Matthiessen, C.I.M. (1996). Tense in English seen through Systemic Functional Theory. In Berry, M., C. Butler, R. Fawcett & G. Huang (eds.), Meaning and Form: Systemic Functional Interpretations. Meaning and Choice in Language: Studies for Michael Halliday, in the Series Advances in Discourse Processes LVII 431-498. New Jersey: Abler Publication Company.
Myers, G. (1994). Words in ads. London/New York: Arnold.
Okoro, O. (2008). Exploring collocations in Nigerian English usage. In A. Daramola, and O. Olugasa (eds.), Literature and language: A drama of life, Festschrift in honor of Z. A. Adejumo, 113-140. Lagos: BPrint.
Piller, I. (1997). Englische Werbeslogans. Anglia, 115, 193-222.
Roos, E. (1991). Aspects of the interpretation of puns in newspaper advertisements. In E. Feldbusch, R. Pogarell & C. Weiß (eds.), Neue fragen der linguistic akten des 25. Linguistischen Kolloquiums, Paderborn 1990, 2, Innovation und Anwendung. Turbingen: Niemeyer, 439-446.
Sauer, H. (1998). Englische Webesprache. Wissenchaftliche zeitschrift der Technischen
Universitat Dresden, 47, 87-96.
Sells, P. & Gonzalez S. (2003). The Language of Advertising. Retrieved 12 August 2012 from http://www.york.ac.uk/language/staff/academic-research/peter-sells
Shakespeare, Williams (2003). Hamlet. New York: Simon & Schuster.
Stubbs, Michael (1996). Text and corpus analysis: Computer-assisted studies of language and culture. Oxford: Blackwell.
Summers, D. C. (2010). Quality management: Creating and sustaining organizational effectiveness. Upper Saddle River, NJ: Prentice Hall.
Thompson, G. (2004). Introducing functional grammar. Great Britain: Hodder Arnold.
Thompson, G. (2014). Introducing functional grammar. Abingdon, Oxon: Routledge.
Van Dijk, T. A. (2010). Discourse and context: A sociocognitive approach. Melbourne: Cambridge University Press.
Velentzas, J. & Broni, G. (nd). Communication cycle: Definition, process,
models and examples. Recent advances in financial planning and roduct development, 117-131. Retrieved on 13 June, 2016 from http://www.wseas.us/e.library/conferences/2014/Istanbul/FINANCE/FINANCE-17.pdf.
Vestergaard, T. & Schroder, K. (1985). The language of advertising. Oxford and New York: Basil Blackwell.
Warren, Beatrice (1988). Ambiguity and vagueness in adjectives. Studia Linguistica, 42, 122-172.
Willis, Paul (1990). Common culture: Symbolic work at play in the everyday cultures of the young. Milton Keyes: Open University Press.
Xhignesse, M. A. (2016). The trouble with poetic licence. British Journal of Aesthetics 56 (2), 149-161. DOI: ttps://doi.org/10.1093/aesthj/ayv053. Retrieved on May 27, 2017 from https://academic.oup.com/bjaesthetics/article-abstract/56/2/149/2195135/The.Trouble-with-Poetic-Licence?redirectedFrom=PDF
Cómo citar
Dalamu, T. O. (2018). Comunicación publicitaria: construcción de potencial de significado a través de la gramática disyuntiva. Anagramas Rumbos Y Sentidos De La Comunicación, 17(33), 73-104. https://doi.org/10.22395/angr.v17n33a4
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