La dimensión de lo axiológico en el discurso del spot publicitario
Thesis
The statement that, in the shape of the unknown, leads since its beginning this research, is summed up in an attempt for positioning, detecting, if possible, the place of a particular request, the subject of unconscious, in the framework of an emblematic discourse, for its omnipresence, of our contemporary age: the one configured by the advertising spots. This aspiration, according to the generic title, has been formulated in the terms of detecting, in the aforementioned discourse frame, the presence of what we have called “dimension of the axiological”. Both starting questions related, it can be concluded that the detection of axiological categorical manifestations in (emblematic) contemporary discourses such as the advertising ones, could give the basic parameter of reflection regarding the contemporary Occident as culture.