Una retórica de la publicidad: de la naturaleza inventiva a la verdad metafórica

Abstract

The subject of rhetoric is all the realities. It impregnates not only the language, but also thought and action. Rhetoric and advertising are discourses and languages; and language is the home of being (Heidegger), through which we access to the knowledge of the object. The advertising message expressive power springs up largely from rhetorical devices as substitution. The elements of a substitution seem to require an account of similarity between them. Something must be replaced and the contribution must be something new. The metaphor is a figure of speech replacement for excellence and is based on the relationship of similarity and solidarity between the terms of the replacement to represent being. Advertising creates the concept and the concept refers to the subject of advertising, or to the products, services or brand. The concept invented the object in that regard has been created by powers from the rhetoric, and for that invention relies on the figures of classical rhetoric and resources to build the invention. The metaphor encourages its existence as a rhetorical device, in addition to replacement, its relationship to reality and the concept of metaphorical truth. Advertising makes the product easier to understand and more desirable. It creates the conditions for credibility to attach an identity to the original product, offers a new and attractive view. Advertising is the art of persuading selling.