Abstract

BAQUERO VELASQUEZ, Julia Marlén. Strategies of persuasion in advertising discourse: a complementary look. Forma funcion, Santaf, de Bogot, D.C. [online]. 2008, n.21, pp.35-58. ISSN 0120-338X.

Using Greimas's semiotic theory, the pragmatic principles of cooperativity, and other theories of language structure and argumentation, this work analyses hypotheses related to persuasion strategies that are present in an advertising text in Mariana Cucatto's work, Cómo "hacer hacer" cosas con palabras. As suggested by the subtitle, this article is basically a complementary evaluation of the author's work as well as an evaluation of some statements presented in Cucatto's text and new proposals in relation to these statements.

Keywords : advertising; semiotics; persuasion; presumption; implicature; inference.

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