Study of the slogan. Functions, rhetoric and literalism
Keywords:
Slogan, Claim, Advertising, Propaganda, Communication.
Abstract
This article is the second part of the appeared in no. 11 of Pensar la Publicidad under the title of «Study of the slogan. Source, attributes and typology». In keeping with the knowledge of this verbal formula so characteristic of the advertising communication, is to analyse the functions and the rhetoric, to close the study with the understanding of the slogan as a manifestation of the literal language.Format
Crossmark
Published
2018-07-16
How to Cite
Eguizábal, R. (2018). Study of the slogan. Functions, rhetoric and literalism. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 12, 127-144. https://doi.org/10.5209/PEPU.60925
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
