La argumentación en la publicidad médica especializada: el caso de un medio de contraste radiológico

Jorge Daniel Mendoza Puertas

Argumentation in medical specialized advertisements: the case of a radiological contrast media.

Jorge Daniel Mendoza Puertas Pablo de Olavide University

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Keywords: advertising, argumentation, medicine, radiology.

Abstract

This paper offers an argumentative approach from a linguistic point of view to a type of discourse: direct-to-doctor advertising discourse. A specific advertisement taken from a sanitary center is analyzed, showing its particular mechanisms aiming to persuade an expert addressee.

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PDF (Spanish)

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Published

2013-04-19

How to Cite

Mendoza Puertas, J. D. (2013). Argumentation in medical specialized advertisements: the case of a radiological contrast media. Círculo de Lingüística Aplicada a la Comunicación, 42, 22-59. https://revistas.ucm.es/index.php/CLAC/article/view/41843

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Issue

Vol. 42 (2010)

Section

Articles

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