Fundamentos epistemológicos y metodológicos para un estudio científico de la publicidad

  • Antonio Caro Almela

Abstract

The aim of this paper is to contribute to set up a science of advertising in the most strict sense of the term. One one hand, it presents a comprehensive definition of advertising which includes the different fields (social, institutional, political, economical, cultural…) where is possible today to detect the impact of the advertising phenomenon, and it aids the researchers to bypass the necessarily reduced point of view of the industry of advertising. And on the other hand, it proposes a scientific research method which would help the researchers to make use of an operational guide according to the complexity of the advertising phenomenom.

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Published
2007-08-29
How to Cite
Caro Almela A. . (2007). Fundamentos epistemológicos y metodológicos para un estudio científico de la publicidad. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 1(1), 55-81. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0707120055A
Section
Articles