{"id":89602,"date":"2018-03-10T00:14:46","date_gmt":"2018-03-10T00:14:46","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/aproximacion-hermeneutica-a-las-mitologias-del-anuncio-televisivo\/"},"modified":"2018-03-10T00:14:46","modified_gmt":"2018-03-10T00:14:46","slug":"aproximacion-hermeneutica-a-las-mitologias-del-anuncio-televisivo","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/aproximacion-hermeneutica-a-las-mitologias-del-anuncio-televisivo\/","title":{"rendered":"Aproximacion hermeneutica a las mitolog\u00edas del anuncio televisivo"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Eduardo Bohoyo Diaz <\/strong><\/h2>\n<p>Introduccion  en el actual panorama de los estudios te\u00f3ricos sobre la publicidad se echan en falta acercamientos que aborden el tema desde enfoques netamente human\u00edsticos. por enfoques netamente human\u00edsticos entendemos aqu\u00ed aproximaciones que encarecen la dimensi\u00f3n antropol\u00f3gica de los fen\u00f3menos, en este caso, el publicitario.  la vastedad e indeterminaci\u00f3n disciplinar de la dimensi\u00f3n antropol\u00f3gica nos permite consideraciones personales m\u00e1s all\u00e1 de las psico-sociol\u00f3gicas y, sobre todo, semi\u00f3ticas, que predominan sobradamente en la teoria publicitaria.  nos hemos ce\u00f1ido al anuncio televisivo porque lo consideramos adecuado para relacionar claramente esa dimensi\u00f3n antropol\u00f3gica de nuestro \u00e1mbito de estudio con la realidad que los anuncios configuran en el imaginario del individuo de la civilizaci\u00f3n actual llamada por muchos posmoderna. los planteamientos de esta relaci\u00f3n nos llevan a considerar varias hip\u00f3tesis, que podr\u00edamos compendiar sin\u00f3pticamente en una hip\u00f3tesis general: el anuncio televisivo es uno de los m\u00e1s claros exponentes de la poca distancia que media entre la realidad vivencial de este ser hipertecnol\u00f3gico y la de sus prehist\u00f3ricos antepasados. Nuestro pensamiento esta vinculado por un mismo proceder simb\u00f3lico en el que topos y mitos se recrean continuamente en el imaginario.  material y metodos  a modo de secci\u00f3n proped\u00e9utica hemos dedicado un capitulo entero de clara intencionalidad epistemol\u00f3gica del que destacariamos dos partes para este resumen.  caracteristicas del material  hemos definido un modelo ideal de anuncio que se adapta al funcionamiento del dispositivo simb\u00f3lico construido a lo largo de la tesis. La caracter\u00edstica basica en su condici\u00f3n del espectaculo activador de interpretaciones imaginales complementarias de la lectura textual dise\u00f1ada por el mensaje mercado-tecnico. hemos llamado ast(anuncio simb\u00f3lico televisivo) a estos anuncios, sin perjuicio de que se conside<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Aproximacion hermeneutica a las mitolog\u00edas del anuncio televisivo<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Aproximacion hermeneutica a las mitolog\u00edas del anuncio televisivo <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Eduardo Bohoyo Diaz <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Polit\u00e9cnica de Valencia<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 30\/03\/2001<\/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>Amalia Martinez Mu\u00f1oz<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: amparo Moreno sard? <\/li>\n<li>Juan Rey fuentes (vocal)<\/li>\n<li>Jos\u00e9 alejandro Montiel mues (vocal)<\/li>\n<li>Antonio Caro almela (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Eduardo Bohoyo Diaz Introduccion en el actual panorama de los estudios te\u00f3ricos sobre la publicidad se echan [&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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[681,983,838,9895,5051,6554,4840,16820,324,996,11212],"tags":[16968,19047,61311,186353,16967,4833],"class_list":["post-89602","post","type-post","status-publish","format-standard","hentry","category-antropologia","category-antropologia-cultural","category-ciencia-politica","category-comunicacion-simbolica","category-medios-de-comunicacion-de-masas","category-mitos","category-opinion-publica","category-politecnica-de-valencia","category-psicologia","category-psicologia-social","category-tecnicas-publicitarias","tag-amalia-Martinez-munoz","tag-amparo-moreno-sard","tag-antonio-caro-almela","tag-eduardo-bohoyo-diaz","tag-jose-alejandro-montiel-mues","tag-juan-rey-fuentes"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/89602","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=89602"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/89602\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=89602"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=89602"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=89602"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}