The rhetorical and symbolic component in advertising. Analysis of the Iberdrola wind energy ads

Abstract

This article proposes to combine two of the analytical methodologies that help to explain the persuasive strategies employed in advertising: Rhetoric and Poetics of the imagination, in order to analyze a series of advertisements of the wind energy company, Iberdrola. It is intended not only to analyze the argumentative component of the ads, but also their symbolic-imaginary component, evaluating how the presence and the manipulation of symbols help persuasion.

Keywords

• retórica
• poética del imaginario
• persuasión
• símbolos
• publicidad
• energía eólica