Resumen

VALVERDE ROJAS, Paola Karina. The Renewal of the Advertising Language in Graphic ads between 1965 and 1967. A Report of the La Paz's Morning. Punto Cero [online]. 2012, vol.17, n.25, pp.37-46. ISSN 1815-0276.

This is a non-experimental and descriptive research about the design and technical copywriting elements in eighty­nine printing ads, published in two morning newspapers of La Paz city between 1965 and 1967. The goal seeks to evaluate the transformation of the advertising language. The results show that the creative concept is referential to the product, while the language function responds to the denotative level, since the emergence of advertising agencies in 1966, which made use of strategic and planned tools, refined expression resources and improving the ads message.

Palabras clave : Advertising; newspapers; language; signification; marketing.

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