El discreto encanto de la interfaz publicitaria
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Date
2010
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Publisher
La Trama de la Comunicación. Facultad de Ciencia Política y Relaciones Internacionales. Universidad Nacional de Rosario
Abstract
El presente artículo explora características discursivas de los avisos publicitarios digitales (banners) situados en diarios on-line de Argentina. Inscribe las reflexiones en el marco de investigaciones en torno a los conceptos de dispositivo e interfaz, hipotetizando sobre la incidencia de los objetos abordados en el desarrollo y modelización de vínculos y subjetividades en el entorno digital. A partir de observaciones realizadas sobre un corpus específico, describe la utilización de recursos textuales, visuales, sintácticos, enunciativos e intenta proponer algunas tipologías. Plantea además una protohipótesis en la que se considera a los banners como un discurso pedagógico-instructivo que modeliza una forma de ser cliente/consumidor, perceptor publicitario en Internet.
This article explores the discursive characteristics of digital advertisements (banners) on online newspapers in Argentina. It establishes its considerations within the frame of researches regarding the concepts of device and interface, formulating hypothesis about the incidence of the objects discussed on the development and modeling of bonds and subjectivities in the digital environment. From observations made on a specific corpus, it describes the use of textual, visual, syntactic and enunciative resources, and tries to offer some typologies. It also presents a proto-hypothesis which considers banners as a pedagogicinstructive discourse modeling a way of being client / consumer, advertising perceiver on the Internet.
This article explores the discursive characteristics of digital advertisements (banners) on online newspapers in Argentina. It establishes its considerations within the frame of researches regarding the concepts of device and interface, formulating hypothesis about the incidence of the objects discussed on the development and modeling of bonds and subjectivities in the digital environment. From observations made on a specific corpus, it describes the use of textual, visual, syntactic and enunciative resources, and tries to offer some typologies. It also presents a proto-hypothesis which considers banners as a pedagogicinstructive discourse modeling a way of being client / consumer, advertising perceiver on the Internet.
Description
Keywords
Banners, Tipologías discursivas, Interfaz, Dispositivo publicitario, Perceptor publicitario, Discurso publicitario, Discursive typologies, Interface, Advertising device, Advertising perceiver, Advertising discourse
Citation
Camusso , Mariángeles, “El discreto encanto de la interfaz publicitaria”
en La Trama de la Comunicación, Volumen 14. UNR Editora, 2010