Abstract
This paper explores the logics of construction of the television commercial from its relation with the narrative categories of time and rhythm. Acording to this objective we will approach the television advertisement text from a narratological point of view, principally on the formal aspects of the text, to attend those factors proceeding from the film narrative that create an impression of psychological time. We'll take as object of study the winners of 2007 International Advertising Festival Cannes Lions in order to detect current tendencies in the making of psychological time.
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