<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1870-5766</journal-id>
<journal-title><![CDATA[Península]]></journal-title>
<abbrev-journal-title><![CDATA[Península]]></abbrev-journal-title>
<issn>1870-5766</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Centro Peninsular en Humanidades y Ciencias Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-57662007000200069</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Percepciones del discurso publicitario en Chichí Suárez, Yucatán]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Ruiz]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,UNAM CEPHCIS ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2007</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2007</year>
</pub-date>
<volume>2</volume>
<numero>2</numero>
<fpage>69</fpage>
<lpage>83</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-57662007000200069&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-57662007000200069&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-57662007000200069&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Tras una introducción a la publicidad y la manera como funciona, se procede al análisis de un mensaje publicitario, considerando sus elemen tos visuales y verbales. A continuación se exploran diferentes estrategias utilizadas por los publicistas para atraer y retener la atención del lector, y los diferentes actos de habla para obtener una interpretación adecuada del anuncio; se discute la intención real del publicista (insertar la nece sidad del producto en la mente del receptor) y se hace un análisis de las percepciones obtenidas en Chichí Suárez sobre un mensaje publicado en un diario yucateco y sus vínculos con el fenómeno del suicidio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[estrategias publicitarias]]></kwd>
<kwd lng="es"><![CDATA[suicidio]]></kwd>
<kwd lng="es"><![CDATA[Yucatán]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[advertising strategies]]></kwd>
<kwd lng="en"><![CDATA[suicide]]></kwd>
<kwd lng="en"><![CDATA[Yucatán]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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