This paper illustrates the evolution of advertising in recent years, from the viewpoint of the role (implicitely) ascribed to the reader/addresse. It is argued that the meaning of this kind of messages is somehow "hidden" under their formal means of expession and needs a genuine interpretative approach to be singled out. Both the presupposition devices and the reader's encylopaedia are stimulated in order to make sense of the communication event.
Dispositivi retorici nella pubblicità: verso una comunicazione interattiva / Gensini, Stefano. - STAMPA. - (2011), pp. 63-85.
Dispositivi retorici nella pubblicità: verso una comunicazione interattiva
GENSINI, STEFANO
2011
Abstract
This paper illustrates the evolution of advertising in recent years, from the viewpoint of the role (implicitely) ascribed to the reader/addresse. It is argued that the meaning of this kind of messages is somehow "hidden" under their formal means of expession and needs a genuine interpretative approach to be singled out. Both the presupposition devices and the reader's encylopaedia are stimulated in order to make sense of the communication event.File allegati a questo prodotto
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
