Inferencias reflexivas en publicidad

• Main Author: Mª Carmen Merino Ferrada
• Format: Article
• Language: English
• Published: Universidad de Cádiz 2010-12-01
• Series: Pragmalingüística
• Subjects: anuncios; teoría de la relevancia; inferencias reflexivas; enunciados retroactivos.
• Online Access: http://recyt.fecyt.es/index.php/pragma/article/view/30667
• ISSN: 1133-682X

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Locked="false" Priority="19" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis" /> <w:LsdException Locked="false" Priority="21" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis" /> <w:LsdException Locked="false" Priority="31" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference" /> <w:LsdException Locked="false" Priority="32" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Intense Reference" /> <w:LsdException Locked="false" Priority="33" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Book Title" /> <w:LsdException Locked="false" Priority="37" Name="Bibliography" /> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading" /> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabla normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} --> <!--[endif]--> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span>Hoy d&iacute;a los anuncios publicitarios nos inundan de forma tan abrumadora que captar la atenci&oacute;n del receptor y mantenerla el tiempo suficiente para que el anuncio sea procesado en su totalidad se han convertido en objetivos esenciales para el publicista. El empleo de determinadas estrategias en el dise&ntilde;o de los anuncios contribuye eficazmente a la consecuci&oacute;n de dichos objetivos, facilitando no s&oacute;lo que la audiencia preste atenci&oacute;n al est&iacute;mulo sino tambi&eacute;n que lo procese de una forma determinada, favorable al publicista. Proponemos que la teor&iacute;a de la Relevancia, un enfoque de la comunicaci&oacute;n que se construye sobre una visi&oacute;n de la cognici&oacute;n como un sistema masivamente modular, ofrece las herramientas adecuadas para explicar la naturaleza de los procesos interpretativos en la comprensi&oacute;n verbal. El conocimiento de los procedimientos inferenciales reflexivos que intervienen en la interpretaci&oacute;n de los enunciados permite al publicista prever el tipo de procesamiento que los receptores realizar&aacute;n, d&aacute;ndoles la posibilidad de controlarlo de tal manera que determinados efectos interpretativos se recuperen de la forma prevista.</span></p>