Argumentación y persuasión en los anuncios comerciales audiovisuales post-confinamiento: El storytelling

Abstract

The present paper, framed in the theoretical principles of the studies on story-telling (Salmon 2008; Lamarre 2019) in conjunction with the analysis of argumentative and persuasive texts (Gutiérrez Ordóñez 2000; Fuentes and Alcaide 2007), studies a corpus of audiovisual advertisements in Spanish, broadcast after the entry into force of the confinement on March 2020 in order to explore how the argumentation is built and what the persuasive strategies that commercial brands use are. Using a qualitative method of the analysis based on a quantitative survey, we have carried a study to highlight those linguistic mechanisms that contribute to the construction of the actors, the narrative setting, and the action development. Specifically, we focus on lexical, pragmatic and rhetorical resources. With this interstitial and exploratory work between linguistics and storytelling, we outline a new and interdisciplinary line of study which, in the light our findings, we will continue to further pursue from different fields as well as different com-municative contexts.