TABÚ Y PUBLICIDAD. EL TITULAR EN AVISOS PUBLICITARIOS GRÁFICOS DE PRODUCTOS PARA EL PERÍODO MENSTRUAL (1930-1955)
María Soledad Pessi
Resumen
En los textos publicitarios, el titular es el elemento lingüístico más importante. Su función es persuadir a los lectores para que continúen leyendo el cuerpo del texto y, preferentemente, compren el producto promocionado. Este artículo investiga qué sucede con los titulares en los avisos publicitarios sobre productos menstruales: medicamentos y productos higiénicos femeninos (toallas sanitarias). El cuerpo de la mujer y su período menstrual han sido sedes del tabú social, del secreto y de la vergüenza por muchos años. Este trabajo demostrará que un número significativo de titulares de estos avisos comparten la misma estructura, un modelo de organización única que da a los avisos un carácter textual distintivo.
Se analizan 33 publicidades extraídas de revistas argentinas, publicadas entre 1930 y 1955. Estas publicidades serán analizadas desde la perspectiva de la sociolingüística histórica aplicada al discurso publicitario (Gieszinger, 2001; Gotti, 2005; Görlach, 2002, 2004).
Abstract
In advertising texts, the most important linguistic element is the headline. The function of the headline is to persuade readers to continue reading the remaining body text and, ideally, buy the advertised product. This article investigates what happens with headlines in the advertising about menstrual products: medicine and feminine hygiene products (sanitary towel). The female body and menstruation have largely been sites of social taboo, secrecy and shame for many years. The paper will demonstrate that a significant number of headlines in this advertisements share the same structure, a mode of textual organization unique to advertising which gives this advertisements its textual distinctiveness.
It analysis 33 advertisements drawn from Argentina magazines -all of which were published between 1930 and 1955. These advertisements are subjected to an historical sociolinguistics analysis applied to advertising (Gieszinger, 2001; Gotti, 2005; Görlach, 2002, 2004).
Se analizan 33 publicidades extraídas de revistas argentinas, publicadas entre 1930 y 1955. Estas publicidades serán analizadas desde la perspectiva de la sociolingüística histórica aplicada al discurso publicitario (Gieszinger, 2001; Gotti, 2005; Görlach, 2002, 2004).
Abstract
In advertising texts, the most important linguistic element is the headline. The function of the headline is to persuade readers to continue reading the remaining body text and, ideally, buy the advertised product. This article investigates what happens with headlines in the advertising about menstrual products: medicine and feminine hygiene products (sanitary towel). The female body and menstruation have largely been sites of social taboo, secrecy and shame for many years. The paper will demonstrate that a significant number of headlines in this advertisements share the same structure, a mode of textual organization unique to advertising which gives this advertisements its textual distinctiveness.
It analysis 33 advertisements drawn from Argentina magazines -all of which were published between 1930 and 1955. These advertisements are subjected to an historical sociolinguistics analysis applied to advertising (Gieszinger, 2001; Gotti, 2005; Görlach, 2002, 2004).
publicidad; titulares; menstruación; tabú; advertisements; headlines; menstrual; taboo
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