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Esta tesis presenta un estudio multimodal y etnográfico del uso de estrategias persuasivas en tres géneros orales: presentaciones en conferencias, charlas de divulgación científica, y presentaciones de productos. Estos géneros comparten un importante componente persuasivo: los tres se dirigen a una audiencia tratando de convencerles del valor de un producto, servicio, o investigación. Sin embargo, se usan en dos contextos profesionales diferentes: el académico y el económico, por lo que cabe esperar que consigan su propósito comunicativo de forma diferente. Por otra parte, recientes estudios muestran como distintos discursos, tienden a adoptar cada vez más rasgos promocionales (promocionalización del discurso). En vista de ello, es factible establecer como hipótesis que los tres géneros están relacionados interdiscursivamente, y un estudio multimodal y etnográfico del uso de la persuasión en dichos géneros puede ayudar a clarificar las relaciones existentes entre ellos, así como sus diferencias.This thesis is a multimodal and ethnographic study of the use of persuasive strategies in three oral genres conference presentations, research dissemination talks and product pitches. These presentations share a strong persuasive component in their communicative purpose: the three of them address an audience to convince them of the value of a product, a service or a piece of research. However, they are used in business and academia by different discourse communities in different contexts, and therefore they can be expected to achieve their communicative goals in different ways. In addition, research suggests that there is a trend towards promotionalization of different discourses, among which academic discourse is included. In view of this, I hypothesize that these three genres are intertextually and interdiscursively related, and that a multimodal and ethnographic study of the use of persuasion in them can help to shed some light on these relationships and differences

A multimodal apprach to persuasion in oral presentations: The case of conference presentations, research dissemination talks and product pitches