Retórica y Consumo. Una propuesta metodológica
Abstract
Apparently, rhetoric and consumption are two remote concepts. Nevertheless, it is enough to deepen a little in each one of them to observe that they are just two manifestations of a same activity: advertising, whose speech argues in favor of a product (rhetorical) in order to promote its acquisition (consumption). The departure point of every argumentation is always a deposit of common places (topoi). In advertising happens the same, it parts of an arsenal of accepted general concepts. If we make a study of the purchasing reasons given every day by advertising, that is to say, of the topics that are used in its speech, an x-ray of the mentality of the man of the street can be obtained. And this is the proposal: to study the values of the consumer society through the topoi used in advertising.Keywords
Advertising, rhetoric, consumption, consumption sociologyPublished
2004-07-31
How to Cite
Rey, J. (2004). Retórica y Consumo. Una propuesta metodológica. Questiones Publicitarias, (9), 65–83. https://doi.org/10.5565/rev/qp.170