The Visual Speech and Creativity in Advertising Impressed in Ecuador in Daily “El Comercio” Between 1908 and 1950

Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 721)


This research work is an extension of the first study that was developed in Ecuador on the subject and that generated the analysis based on a single decade, seeks to present several moments of the rhetorical concept and its use in print advertising in Ecuador in a period of time ranging from 1908 to 1950. It will try to establish the configuration that the use of rhetoric has had in advertising in the period proposed to provide an instrument of analysis to those who investigate this subject, it is noteworthy that it is the first project of extensive research in this area in Ecuador, the first advances have been discussed and presented in previous publications with minor lapses of temporality in the analysis.


Advertising Rhetoric Image Press 


  1. 1.
    Aristóteles: Retórica, Madrid, Instituto De Estudios Políticos, Edición De Antonio Tovar (1971)Google Scholar
  2. 2.
    Barthes, R.: La Antigua Retórica, Buenos Aires, Comunicación (1970)Google Scholar
  3. 3.
    Barthes, R.: “La Leçon”, Editions De Sutil, France. T: Propia (1978)Google Scholar
  4. 4.
    Barthes, R.: “La Aventura Semiológica”, Paidos, Barcelona (1985)Google Scholar
  5. 5.
    Beristáin, H.: Diccionario De Retórica Y Poética, 8ª. edn. Editorial Porrúa, México (1991)Google Scholar
  6. 6.
    Durand, J.: Retórica E Imagen Publicitaria. Buenos Aires: Ed. Tiempo Contemporáneo (1973)Google Scholar
  7. 7.
    López, E.: Sobre los orígenes de la oratoria. Madrid: Minerva I. Y en Aristóteles (1971): Retórica, Madrid (1988)Google Scholar
  8. 8.
    López, M.: La retórica en la imagen publicitaria en el Ecuador entre 1930 y 1940. Revista KEPES Año 12 No. 12 julio-diciembre 2015, págs. 157–175 (2015). ISSN: 1794-7111(Impreso) ISSN: 2462-8115 (En línea)
  9. 9.
    Rey, J.: Sobre El Reason Why, La Argumentación. Una Relectura (Comparada) De Los Clásicos De La Publicidad Y La Retórica. Pensar La Publicidad 3(2), 89–108 (2009)Google Scholar
  10. 10.
    Rifkin, J.: La Era Del Acceso. La Revolución De La Nueva Economía. Barcelona: Paidós (2000)Google Scholar

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Pontificia Universidad Católica del EcuadorQuitoEcuador

Personalised recommendations