Abstract

BONILLA ELIZONDO, Pablo. Anchorage, desire and foolishness: Analysis of three advertising messages. Káñina [online]. 2016, vol.40, n.1, pp.140-148. ISSN 2215-2636.  http://dx.doi.org/10.15517/rk.v40i1.24147.

This paper aims to reflect upon the forms of desire which affect the contemporary subject and shape their bioethics. For this purpose, the analysis will start with three pieces of advertisement, focusing on the rhetorical strategies that link text and image under anchorage processes that allow us to analyze other forms of the same process operating at the ideological level. Also it intended to contrast the anchorage of the advertising, to the infinite relief of signs as foundation for the development of a care of the self.

Keywords : Semiotics; anchorage; consumer society; advertising; bioethics; care of the self.

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