Resumen

FERNANDEZ, María del Rosario. De los pelos: Construcción discursiva en las contraetiquetas de envases de shampoo. Trama comun. [online]. 2016, vol.20, n.1, pp.35-48. ISSN 1668-5628.

We propose three discourse analysis shampoo labels: two for women and one medicinal. We concivethe labels as "gender" and we consider how, from the application of operations semiotization world (Charaudeau, 1995), linked to the principles of the Theory of Argumentation in Language (Anscombre and Ducrot , 1998), may indicate the modes of construction of the world.

Palabras clave : Discourse analysis; Argumentation; Genres; Shampoo’s advertising.

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