Resumo

HERNANDEZ RUIZ, Laura. Percepciones del discurso publicitario en Chichí Suárez, Yucatán. Península [online]. 2007, vol.2, n.2, pp.69-83. ISSN 1870-5766.

This article begins with a general analysis of advertising and how it works. From there, a particular advertisement from print is discussed, analyzing all the visual and verbal elements within. Later, the different strategies used by advertisers in order to attract and keep the reader's attention are explored, as well as the different speech acts, for the pur pose of obtaining an adequate interpretation of the ad. Then, the real intention of the publicist is discussed: to convince someone to buy the product through ingenious marketing, without, however, realizing that some of these strategies may cause harm to the recipient of the message. Finally, some of the recipients' perceptions obtained in Chichi Suárez are analized.

Palavras-chave : advertising; advertising strategies; suicide; Yucatán.

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