Lineamientos de comunicación persuasiva basados en la semiótica que un publicista debe considerar para la elaboración de mensajes publicitarios

The present investigation explores how the field of advertising in Quito-Ecuador does not take into account analytical means such as semiotics and the contribution it can provide to the area of publicity. This science can be used as a tool during the creative process facilitating the construction of...

Full description

Saved in:
Bibliographic Details
Main Author: Dueñas Muñoz, Andrea Alejandra
Other Authors: Jurado Laspina, María Leonor
Format: Tesis de Pregrado
Published: Quito: Universidad de las Américas, 2016 2017
Subjects:
Online Access:http://dspace.udla.edu.ec/handle/33000/6296
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The present investigation explores how the field of advertising in Quito-Ecuador does not take into account analytical means such as semiotics and the contribution it can provide to the area of publicity. This science can be used as a tool during the creative process facilitating the construction of codes in commercial messages to connect better with a target group and to add persuasion to the field of advertising. From an extensive research of both primary and secondary sources, this study has resulted into a manual that exposes and represents the science of semiotics in a simpler way for those who work in advertising in Quito-Ecuador. The objective of the manual is to talk about certain topics that are important like Communication, ¿How it Works? And ¿How advertising was born from it? To work from that point and then understand what functions does it have and the main part how to get to persuade. Also its very important to strengthen semiotics as a science that provides guidelines for advertising. Understanding how it works, what are their parts, how to use it as a tool in publicity and how to use it for analysis.