English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The following paper is the result of a research process originated in the Advertising Semiotics of the Masters in Advertising at Jorge Tadeo Lozano University, taught by Professor Vladimir Sanchez (associate professor of the Advertising Program at UTJL), who has built a team of Master’s students in the field of Advertising Semiotics regarding the applicability of Charles Sanders Peirce pragmatic work in advertising. Master’s students Jairo Sojo and Juan Jose Arango (both associate professors at the Advertising Program at UJTL) have speculated some hypothesis of professor Sanchez’s work, which were the base for a inter-institutional research project between the Advertisng Master’s program at UJTL and Santo Tomas University PHD in Philosophy “Semiotics, planning and strategy in Advertising and Design. Pragmatism proyections to contemporary communication”. This paper presents the initial hypothesis proposed in the above mentioned project, that give way to this process, and can be stated in three main aspects. First, general considerations of pragmatism from an advertising perspective, with an emphasis in Peirce’s 1903 Qualification Rule. Second, to propose a model of analysis of advertising pieces through the Qualification Rule. Third a new model for planning advertising strategies, using the applied qualification to the intersections of ontological interpretants with modal interpretants. Keywords: Semiotic, planning, strategic, advertising, pragmatic.

Semiótica, planeación y estrategia publicitaria: aproximaciones desde la pragmática peirceana