{"id":17866,"date":"2018-03-09T09:06:08","date_gmt":"2018-03-09T09:06:08","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/preceptiva-retorica-clasica-tradicion-y-pervivencia-de-las-tecnicas-persuasivas-en-la-publicidad\/"},"modified":"2018-03-09T09:06:08","modified_gmt":"2018-03-09T09:06:08","slug":"preceptiva-retorica-clasica-tradicion-y-pervivencia-de-las-tecnicas-persuasivas-en-la-publicidad","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-de-las-artes-y-las-letras\/preceptiva-retorica-clasica-tradicion-y-pervivencia-de-las-tecnicas-persuasivas-en-la-publicidad\/","title":{"rendered":"Preceptiva ret\u00f3rica cl\u00e1sica: tradici\u00f3n y pervivencia de las t\u00e9cnicas persuasivas en la publicidad"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Eduardo Fern\u00e1ndez Fern\u00e1ndez <\/strong><\/h2>\n<p>En la primera parte del trabajo se presentan un estado de la cuesti\u00f3n que sit\u00faa las novedosas y dispersas aportaciones de las modernas disciplinas del discurso para facilitar una explicaci\u00f3n del discurso persuasivo en un doble sentido: bien como tradici\u00f3n directa en la aplicaci\u00f3n de los consejos expresados por los tratados cl\u00e1sicos de ret\u00f3rica para la composici\u00f3n del discurso, bien como pervivencia a trav\u00e9s de su evoluci\u00f3n hist\u00f3rica que acab\u00f3 en una reutilizaci\u00f3n de sus contenidos en la po\u00e9tica, especialmente en el campo de la elocutio, que a su vez han sido heredados por la publicidad.  en la segunda parte llevamos a cabo un an\u00e1lisis de 125 anuncios publicitarios seg\u00fan el esquema ret\u00f3rico cl\u00e1sico: inventio, dispositio, actio, para descubrir en ellos las similitudes y confluencias con el antiguo discurso persuasivo.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Preceptiva ret\u00f3rica cl\u00e1sica: tradici\u00f3n y pervivencia de las t\u00e9cnicas persuasivas en la publicidad<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Preceptiva ret\u00f3rica cl\u00e1sica: tradici\u00f3n y pervivencia de las t\u00e9cnicas persuasivas en la publicidad <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Eduardo Fern\u00e1ndez Fern\u00e1ndez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 28\/06\/2002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Juan Lorenzo Lorenzo<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Antonio Font\u00e1n p\u00e9rez <\/li>\n<li> R\u00edo sanz Emilio del (vocal)<\/li>\n<li>enrique Oton sobrino (vocal)<\/li>\n<li> Cano alonso pedro Luis (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Eduardo Fern\u00e1ndez Fern\u00e1ndez En la primera parte del trabajo se presentan un estado de la cuesti\u00f3n que [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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