El uso de figuras retóricas en anuncios publicitarios y pinturas de Magritte: análisis sobre su efecto en la rememoración de marca en el corto plazo Resumen El procesamiento de información y la memoria tienen una participación importante en la estimulación, codificación y rememoración de los estímulos publicitarios. El artículo procura identificar el impacto en la memoria de corto plazo de las figuras retóricas visuales mediante un estudio experimental comparativo entre anuncios publicitarios reales y en obras del artista Magritte intervenidas como anuncios. La hipótesis plantea que el uso de la figura retórica como parte del diseño de una pieza publicitaria debe tener un mayor efecto que en obras artísticas. Los resultados confirman la tesis y muestran que las piezas que utilizan la figura retórica con un elemento planificado logran un mayor índice de recordación en comparación con su uso en el arte magrittiano. Palabras clave: figuras retóricas, memoria, publicidad, arte, Magritte.Vargas, L., Mensa, M., Gonzales, E. (2013): El uso de figuras retóricas en anuncios publicitarios y pinturas de Magritte: análisis sobre su efecto en la rememoración de marca en el corto plazo. Arte, Individuo y Sociedad, 26 (1) 117-136
The purpose of this research is to identify, in pre-adolescents, the degree of effort or potential inhibition in the episodic and semantic evocation process that occurs when their attention is focalized due to their interaction with a videogame and to infer whether or not they can pay attention to and process advertising shown on videogames. A quantitative experiment was performed to analyze two groups of individuals belonging to the Formal Operations stage-cognitive development state proposed by Piaget and experienced by people of a certain age. Several effects on the reminiscence of episodic and semantic memories, in relation to time evocation and number of words used to express memories were observed. However, a significant difference in relation to the degree of certainty with which the evocation was exposed was not noticed. It was concluded that attention focalization by videogames does not demand different levels of cognitive efforts to process information in conjunction with semantic and episodic reminiscence, so advertising posted can really be taken care of.
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