Fundamentos epistemológicos y metodológicos para un estudio científico de la publicidad
ISSN: 1887-8598, 1989-5143
Argitalpen urtea: 2007
Alea: 1
Zenbakia: 1
Orrialdeak: 55-83
Mota: Artikulua
Beste argitalpen batzuk: Pensar la publicidad: revista internacional de investigaciones publicitarias
Laburpena
The aim of this paper is to contribute to set up a science of advertising in the most strict sense of the term. One one hand, it presents a comprehensive definition of advertising which includes the different fields (social, institutional, political, economical, cultural�) where is possible today to detect the impact of the advertising phenomenon, and it aids the researchers to bypass the necessarily reduced point of view of the industry of advertising. And on the other hand, it proposes a scientific research method which would help the researchers to make use of an operational guide according to the complexity of the advertising phenomenom.