{"id":26038,"date":"2018-03-09T09:17:40","date_gmt":"2018-03-09T09:17:40","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/estrategias-semioticas-de-la-publicidad-grafica-espanola-1950-2000\/"},"modified":"2018-03-09T09:17:40","modified_gmt":"2018-03-09T09:17:40","slug":"estrategias-semioticas-de-la-publicidad-grafica-espanola-1950-2000","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/murcia\/estrategias-semioticas-de-la-publicidad-grafica-espanola-1950-2000\/","title":{"rendered":"Estrategias semi\u00f3ticas de la publicidad gr\u00e1fica espa\u00f1ola (1950-2000)"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Sonia Madrid C\u00e1novas <\/strong><\/h2>\n<p>Nuestro inter\u00e9s por la publicidad desde el punto de vista semi\u00f3tico, radica, fundamentalmente, en las relaciones \u00absint\u00e1cticas\u00bb y estrat\u00e9gicas verboic\u00f3nicas dentro del discurso publicitario gr\u00e1fico. Esto es, para conocer el verdadero valor de los usos ling\u00ed\u00bc\u00edsticos en la publicidad debemos revisar, adem\u00e1s, el espacio semi\u00f3tico de actuaci\u00f3n del resto de sistemas semi\u00f3ticos como, por ejemplo, el visual. La primera hip\u00f3tesis de nuestro trabajo cuestiona el hecho de que lo ling\u00ed\u00bc\u00edstico sea irrelevante en la publicidad porque, pese a que en \u00e9sta la palabra haya disminuido cuantitativamente, no es menos cierto que tambi\u00e9n se ha proyectado (gracias a su relaci\u00f3n con la imagen) en toros niveles hasta ahora desconocidos. La marca, como signo ling\u00ed\u00bc\u00edstico, es fruto de esta interrelaci\u00f3n verboic\u00f3nica que la clasifica como un nombre propio singular frente al resto de nombres pertenecientes a esta categor\u00eda. Nuestro trabajo, que se nutre de un corpus de cincuenta a\u00f1os de publicidad gr\u00e1fica espa\u00f1ola, recoge una evoluci\u00f3n al respecto muy notable que se debe, en buena medida, a la mejora tecnol\u00f3gica de la imagen y a su mayor difusi\u00f3n en los medios. En tercer y \u00faltimo lugar, pero no por ello menos importante, deseamos comprobar la eficacia de una metodolog\u00eda que a nuestro juicio no ha tendio un desarrollo tan espectacular en espa\u00f1a como en principio se le preve\u00eda dada su naturaleza interdisciplinar. Nos referimos, claro est\u00e1, a la semi\u00f3tica. Y concretamente a la semi\u00f3tica aplicada al estudio de los textos publicitarios.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Estrategias semi\u00f3ticas de la publicidad gr\u00e1fica espa\u00f1ola (1950-2000)<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Estrategias semi\u00f3ticas de la publicidad gr\u00e1fica espa\u00f1ola (1950-2000) <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Sonia Madrid C\u00e1novas <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Murcia<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 30\/09\/2003<\/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> Hern\u00e1ndez Terr\u00e9s Jos\u00e9 Miguel<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Antonio Rold\u00e1n p\u00e9rez <\/li>\n<li>covadonga L\u00f3pez alonso (vocal)<\/li>\n<li>\u00e1ngel L\u00f3pez Garc\u00eda (vocal)<\/li>\n<li>salvador Guti\u00e9rrez ord\u00f3\u00f1ez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Sonia Madrid C\u00e1novas Nuestro inter\u00e9s por la publicidad desde el punto de vista semi\u00f3tico, radica, fundamentalmente, en [&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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