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Advertisement makes use of rhetoric to convey its message, and of commonplaces, or topoi, to encourage audience’s understanding. Among these commonplaces, quality is one of the most frequently used topics. Thus, advertising is a markedly individualistic discourse, conditioned by the political and socioeconomic situation it is immersed in. This helps to understand why, of all existing topics, quality is the most pre-eminent one.

El tópico de la cualidad y el individualismo en la publicidad: “El efecto J&B”