Análisis del mensaje publicitario
DOI:
https://doi.org/10.12795/Ambitos.2019.i44.15Abstract
El discurso publicitario abandona todo azar y super cialidad dentro del exhaustivo manual Análisis del mensaje publicitario, escrito por Antonio Pineda. El instrumental analítico que el autor pone a disposición de lectoras y lectores hace que el desmembramiento de las piezas publicitarias sea tan exquisito que agotar los pasos propuestos para el estudio del mensaje se convierte en una opción tan académicamente necesaria como fascinante. Dividido en diez capítulos, esta obra publicada en Advook ofrece nueve vías para emprender un análisis semiótico de la publicidad, elección de las cuales (de manera aislada o conjunta) dependerá de la naturaleza del anuncio escogido.
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