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   Collection: Aldea Global  Serial Number: 7
   ISBN: 978-84-8021-293-9




Title: Retórica creativa
Programas de ideación publicitaria
 
Authorship: Ruiz Collantes, F. Xavier
Pages: 242
Size: 16 x 24
Edition: 1 (2000)
Price: 17,43 €
Language: Castellà
Binding: Rústica
Support: paper

This book presents an innovative and useful methodology to generate and analyse advertising messages. Instead of going to basic notions such as inspiration, genius or unconsciousness to explain the creative process, this model of creative rhetoric keeps awake the basic operations that allow to generate advertising ideas and exemplifies them with many real instances. It is an essential work for those experts and academicians who want to go deeper into knowledge and practice of those creative processes. Retórica creativa represents a rigorous effort, which will become the autonomic model by means of using theoretical and methodological elements of several disciplines: rhetoric, semiotics and cognitive psychology.



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