TABÚ Y PUBLICIDAD. EL TITULAR EN AVISOS PUBLICITARIOS GRÁFICOS DE PRODUCTOS PARA EL PERÍODO MENSTRUAL (1930-1955)
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).
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).
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