Anclaje, deseo y estulticia: Un análisis a tres mensajes publicitarios
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Bonilla Elizondo, Pablo Antonio
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Abstract
Este artículo tiene el propósito de reflexionar sobre las formas de deseo que inciden en el sujeto
contemporáneo y la configuración de su bioética. Para ello, se parte del análisis de tres mensajes
publicitarios, enfocándose en las estrategias retóricas que articulan texto e imagen bajo procesos de anclaje
y que nos permiten analizar otras formas del mismo proceso que operan a nivel ideológico. Se espera
también, oponer al anclaje propio de mensaje publicitario, el relevo infinito de los signos como fundamento
para el desarrollo de una inquietud de sí.
This paper aims to reflect upon the forms of desire which affect the contemporary subject and shape their bioethics. For this purpose, the analysis will start with three pieces of advertisement, focusing on the rhetorical strategies that link text and image under anchorage processes that allow us to analyze other forms of the same process operating at the ideological level. Also it intended to contrast the anchorage of the advertising, to the infinite relief of signs as foundation for the development of a care of the self.
This paper aims to reflect upon the forms of desire which affect the contemporary subject and shape their bioethics. For this purpose, the analysis will start with three pieces of advertisement, focusing on the rhetorical strategies that link text and image under anchorage processes that allow us to analyze other forms of the same process operating at the ideological level. Also it intended to contrast the anchorage of the advertising, to the infinite relief of signs as foundation for the development of a care of the self.
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Semiótica, Anclaje, sociedad de consumo, Mensajes, Bioética, Inquietud de sí, Semiotics, Anchorage, Consumer society, Advertising, Bioethics, Care of the self, 659.14 Publicidad por medios de difusión
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https://revistas.ucr.ac.cr/index.php/kanina/article/view/24147
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