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Análisis Lingüístico De Un Corpus De Eslóganes Y Frases Publicitarias De Marcas Comerciales

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Análisis Lingüístico De Un Corpus De Eslóganes Y Frases Publicitarias De Marcas Comerciales UNIVERSITAT POLITÈCNICA DE VALÈNCIA Departamento de Lingüística Aplicada TESIS DOCTORAL Análisis lingüístico de un corpus de eslóganes y frases publicitarias de marcas comerciales Presentada por: Dña. Paloma Musté Ferrero Dirigida por: Dr. Keith Stuart Dra. Ana Paloma Botella Trelis AGRADECIMIENTOS Con estas líneas quisiera expresar mi gratitud a todas aquellas personas que me han acompañado a lo largo de este viaje: Mi más sincero agradecimiento a los directores de esta tesis, el Dr. Keith Stuart y la Dra. Ana Botella, que me han ayudado no solo en la consecución de esta tesis sino también en mi formación como investigadora y docente. Han sabido guiar mi investigación, entender mi ritmo de trabajo, resolver mis dudas y aportar en todo momento su amplia experiencia profesional e investigadora. Les agradezco el tiempo que me han dedicado, su disponibilidad, su generosidad y su paciencia. No olvidaré lo mucho que he aprendido a su lado, así como sus sabias correcciones, críticas y sugerencias, las cuales han contribuido a darle sentido pleno a esta investigación. Gracias, Keith, por saber que este tema me apasionaría y, sobre todo, por compartir tus conocimientos conmigo. Gracias, Ana, por tu constante y paciente supervisión, y por tu amistad. En el plano personal, a Ignasi, porque sin su apoyo incondicional, su comprensión y su paciencia esta tesis no habría sido posible. A Pablo, por asistirme en algunos aspectos técnicos en el análisis de un corpus informatizado. A mis compañeros de trabajo, amigos y familiares, a todos ellos les debo agradecer el ánimo que me han infundido durante estos años. A mi familia más cercana, sobre todo a Mª Carmen y Regina, pues saben que sin su ayuda habría sido mucho más difícil compaginar esta investigación con mi labor como madre. A Pau y Elena, por estar siempre a mi lado. RESUMEN El objetivo principal de la publicidad no es solo informar sino convencer. Todo texto publicitario, tanto el nombre comercial como el eslogan que lo acompaña, encierra en sí mismo una estrategia persuasiva que trata de vender las bondades del producto o servicio. El contenido lingüístico de las marcas registradas está sujeto a las técnicas de marketing que emplean los publicistas en la fase de diseño de la marca. En este sentido, la retórica, el arte de persuasión por excelencia, se convierte en una herramienta imprescindible en la publicidad. Nuestra investigación pretende describir las características lingüísticas intrínsecas del género publicitario actual a partir de un corpus sincrónico propio de marcas registradas en lengua inglesa procedentes de la Oficina de Patentes y Marcas Registradas de EEUU (USPTO), el Brand Corpus (BRC). Este corpus está compuesto por datos reales rastreables desde el punto de vista legal, que posteriormente han sido analizados haciendo uso de herramientas informáticas que dotan de rigor los resultados obtenidos. En realidad, el lenguaje publicitario está plagado de desviaciones del uso normal de una lengua, que sirven para hacer más persuasivo el producto o servicio y para reforzar su memorabilidad. En esta tesis presentamos los resultados del análisis del BRC en torno a cuatro niveles lingüísticos: fonológico, léxico-gramatical, sintáctico y semántico. La frase publicitaria efectiva contiene recursos estilísticos que consiguen despertar en el público una actitud más receptiva y, por ende, incitarle al consumo. Según su naturaleza, se pueden clasificar en (1) recursos que consisten en la repetición de alguno de sus elementos; (2) recursos que originan una situación metafórica que promueve una reacción en el receptor; y (3) recursos que se basan en la reiteración de algún componente y la modificación semántica. RESUM L’objectiu principal de la publicitat no és tan sols informar sinó que, a més, pretén convéncer. Qualsevol text publicitari, tant el nom comercial com l’eslògan publicitari que l’acompanya, comprén una estratègia persuasiva que tracta de vendre les bondats del producte o servei. El contingut lingüístic de les marques registrades està subjecte a les tècniques de màrqueting que empren els publicistes en la fase de disseny de la marca. En aquest sentit, la retòrica, l’art de persuasió per excel·lència, hi esdevé una ferramenta imprescindible. La nostra investigació pretén descriure les característiques lingüístiques intrínseques del gènere publicitari actual a partir d’un corpus sincrònic propi de marques registrades en llengua anglesa procedents de la Oficina de Patents i Marques Registrades d’EEUU (USPTO), el Brand Corpus (BRC). Este corpus està format per dades reals rastrejables des del punt de vista legal, analitzades amb posterioritat fent ús de ferramentes informàtiques, la qual cosa proporciona rigor als resultats obtinguts. En realitat, el llenguatge publicitari està ben ple de desviacions de l’ús normal d’una llengua, que serveixen per tal de fer més persuassiu el producte o servei i també reforçar la seua memorabilitat. En esta tesi presentem els resultats de l’anàlisi del BRC a partir de quatre nivells lingüístics: fonològic, lexicogramatical, sintàctic i semàntic. La frase publicitària efectiva conté recursos estilístics que aconsegueixen despertar en el públic una actitud més receptiva i, així, incitar-lo al consum. Segons la seua naturalesa, es poden classificar en (1) recursos que consisteixen en la repetició d’algun dels seus elements; (2) recursos que originen una situació metafòrica que promou una reacció en el receptor; i (3) recursos basats en la reiteració d’algun component i la modificació semàntica. ABSTRACT The main goal of advertising is not only to inform but also to persuade. Any advertising text, both the brand name and its slogan, comprises a persuasive strategy that tries to show all the benefits of a product or service. The linguistic content of trademarks depends on the marketing techniques that publicists use in the design phase of a brand. In this regard, rethoric, the art of persuasion par excellence, is an indispensable tool in advertising. Our research aims to provide a description of the intrinsic linguistic characteristics of the genre of advertising nowadays from a synchronic corpus of English trademarks collected from the United States Patent and Trademark Office (USPTO), called Brand Corpus (BRC). This corpus consists of real data, which are legally traceable and have been analysed using IT tools that provide rigorous scientific results. In fact, advertising language is riddled with deviations from the normal use of a language, which make the product or service more persuasive and enhance its memorability. In this thesis we explain the results of the analysis of the BRC, based on four linguistic levels: phonological, lexico-gramamatical, syntactic and semantic. An effective advertising phrase contains stylistic resources that can promote a more receptive attitude in the audience towards the brand and, hence, entice them into purchase. According to its nature, they can be classified into (1) resources that consist of the repetition of any of the elements of the phrase; (2) resources that give rise to a metaphoric situation that provokes a reaction in the receiver of the message; and (3) resources that involve the reiteration of a component as well as the variation of the semantic content. Índice 1. Introducción ........................................................................................................................................... 27 1.1. Justificación y Antecedentes ......................................................................................................... 28 1.2. Hipótesis .......................................................................................................................................... 31 1.3. Objetivos .......................................................................................................................................... 31 1.4. Estructura ........................................................................................................................................ 33 1.5. Conclusión ....................................................................................................................................... 34 2. Marco teórico ......................................................................................................................................... 39 2.1. ¿Qué es una marca registrada? ...................................................................................................... 40 2.1.1. Conceptos fundamentales ..................................................................................................... 42 2.1.2. Requisitos de una marca registrada ...................................................................................... 43 2.1.3. Clasificación de las marcas registradas ................................................................................ 45 2.1.4. Registro de una marca ............................................................................................................ 48 2.1.4.1. Sistemas y organismos que rigen el registro ................................................................. 49 2.1.4.2. El registro de una marca en diferentes países............................................................... 51 2.1.4.3. Derechos de mantenimiento y vigencia......................................................................... 52 2.1.4.4. Disolución .......................................................................................................................... 52
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