Ingeniería de la metáfora cognitiva en la creatividad impresa
Keywords:
Rhetoric, Creativity, Cognitive, Persuasion, Advertising
Abstract
This paper reports a new approach to the role of metaphor in advertising graphics. The treatment of this resource is no longer merely ornamental but a key element in generating ideas and cognitive schemas. It presents cognitive metaphor as a key element in building advertising, and more specifically, in constructing of meaning.Downloads
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Published
2009-06-02
How to Cite
Núñez Cansado M. (2009). Ingeniería de la metáfora cognitiva en la creatividad impresa. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 2(2), 107-134. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0808220107A
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