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Revista Inclusiones, Se Encuentra Indizada En CUERPO DIRECTIVO COMITÉ EDITORIAL Directores Dra. Carolina Aroca Toloza Dr. Juan Guillermo Mansilla Sepúlveda Universidad de Chile, Chile Universidad Católica de Temuco, Chile Dr. Francisco Ganga Contreras Dr. Jaime Bassa Mercado Universidad de Los Lagos, Chile Universidad de Valparaíso, Chile Subdirectores Dra. Heloísa Bellotto Mg © Carolina Cabezas Cáceres Universidad de San Pablo, Brasil Universidad de Los Andes, Chile Dr. Andrea Mutolo Dra. Nidia Burgos Universidad Autónoma de la Ciudad de Universidad Nacional del Sur, Argentina México, México Mg. María Eugenia Campos Editor Universidad Nacional Autónoma de México, Drdo. Juan Guillermo Estay Sepúlveda México Editorial Cuadernos de Sofía, Chile Dr. Francisco José Francisco Carrera Editor Científico Universidad de Valladolid, España Dr. Luiz Alberto David Araujo Pontificia Universidad Católica de Sao Paulo, Mg. Keri González Brasil Universidad Autónoma de la Ciudad de México, México Cuerpo Asistente Dr. Pablo Guadarrama González Traductora: Inglés Universidad Central de Las Villas, Cuba Lic. Pauline Corthorn Escudero Editorial Cuadernos de Sofía, Chile Mg. Amelia Herrera Lavanchy Universidad de La Serena, Chile Traductora: Portugués Lic. Elaine Cristina Pereira Menegón Dr. Aleksandar Ivanov Katrandzhiev Editorial Cuadernos de Sofía, Chile Universidad Suroeste Neofit Rilski, Bulgaria Portada Mg. Cecilia Jofré Muñoz Sr. Felipe Maximiliano Estay Guerrero Universidad San Sebastián, Chile Editorial Cuadernos de Sofía, Chile Mg. Mario Lagomarsino Montoya Universidad de Valparaíso, Chile Dr. Claudio Llanos Reyes Pontificia Universidad Católica de Valparaíso, Chile Dr. Werner Mackenbach Dr. Luiz Alberto David Araujo Universidad de Potsdam, Alemania Pontificia Universidad Católica de Sao Paulo, Brasil Universidad de Costa Rica, Costa Rica Dra. Patricia Brogna Universidad Nacional Autónoma de México, México Mg. Rocío del Pilar Martínez Marín Universidad de Santander, Colombia Dr. Horacio Capel Sáez Universidad de Barcelona, España Ph. D. Natalia Milanesio Universidad de Houston, Estados Unidos Dr. Javier Carreón Guillén Universidad Nacional Autónoma de México, México Dra. Patricia Virginia Moggia Münchmeyer Pontificia Universidad Católica de Valparaíso, Chile Dr. Lancelot Cowie Universidad West Indies, Trinidad y Tobago Ph. D. Maritza Montero Universidad Central de Venezuela, Venezuela Dra. Isabel Cruz Ovalle de Amenabar Universidad de Los Andes, Chile Dra. Eleonora Pencheva Universidad Suroeste Neofit Rilski, Bulgaria Dr. Rodolfo Cruz Vadillo Universidad Popular Autónoma del Estado de Dra. Rosa María Regueiro Ferreira Puebla, México Universidad de La Coruña, España Dr. Adolfo Omar Cueto Universidad Nacional de Cuyo, Argentina Mg. David Ruete Zúñiga Universidad Nacional Andrés Bello, Chile Dr. Miguel Ángel de Marco Universidad de Buenos Aires, Argentina Dr. Andrés Saavedra Barahona Universidad San Clemente de Ojrid de Sofía, Bulgaria Dra. Emma de Ramón Acevedo Universidad de Chile, Chile Dr. Efraín Sánchez Cabra Academia Colombiana de Historia, Colombia Dr. Gerardo Echeita Sarrionandia Universidad Autónoma de Madrid, España Dra. Mirka Seitz Universidad del Salvador, Argentina Dra. Patricia Galeana Universidad Nacional Autónoma de México, México COMITÉ CIENTÍFICO INTERNACIONAL Dra. Manuela Garau Centro Studi Sea, Italia Comité Científico Internacional de Honor Dr. Carlo Ginzburg Ginzburg Dr. Adolfo A. Abadía Scuola Normale Superiore de Pisa, Italia Universidad ICESI, Colombia Universidad de California Los Ángeles, Estados Unidos Dr. Carlos Antonio Aguirre Rojas Universidad Nacional Autónoma de México, México José Manuel González Freire Universidad de Colima, México Dr. Martino Contu Universidad de Sassari, Italia Dra. Antonia Heredia Herrera Dr. Luis Alberto Romero Universidad Internacional de Andalucía, España CONICET / Universidad de Buenos Aires, Argentina Dr. Eduardo Gomes Onofre Dra. Maura de la Caridad Salabarría Roig Universidade Estadual da Paraíba, Brasil Dilemas Contemporáneos, México Dra. Blanca Estela Zardel Jacobo Dr. Adalberto Santana Hernández Universidad Nacional Autónoma de México, México Universidad Nacional Autónoma de México, México Dr. Miguel León-Portilla Universidad Nacional Autónoma de México, México Dr. Juan Antonio Seda Universidad de Buenos Aires, Argentina Dr. Miguel Ángel Mateo Saura Instituto de Estudios Albacetenses “don Juan Dr. Saulo Cesar Paulino e Silva Manuel”, España Universidad de Sao Paulo, Brasil Dr. Carlos Tulio da Silva Medeiros Dr. Miguel Ángel Verdugo Alonso Diálogos em MERCOSUR, Brasil Universidad de Salamanca, España Dr. Álvaro Márquez-Fernández Dr. Josep Vives Rego Universidad del Zulia, Venezuela Universidad de Barcelona, España Dr. Oscar Ortega Arango Universidad Autónoma de Yucatán, México Dr. Eugenio Raúl Zaffaroni Universidad de Buenos Aires, Argentina Dr. Antonio-Carlos Pereira Menaut Universidad Santiago de Compostela, España Comité Científico Internacional Mg. Paola Aceituno Dr. José Sergio Puig Espinosa Universidad Tecnológica Metropolitana, Chile Dilemas Contemporáneos, México Ph. D. María José Aguilar Idañez Dra. Francesca Randazzo Universidad Castilla-La Mancha, España Universidad Nacional Autónoma de Honduras, Honduras Mg. Elian Araujo Universidad de Mackenzie, Brasil Dra. Yolando Ricardo Universidad de La Habana, Cuba Mg. Rumyana Atanasova Popova Universidad Suroeste Neofit Rilski, Bulgaria Dr. Manuel Alves da Rocha Universidade Católica de Angola Angola Dra. Ana Bénard da Costa Instituto Universitario de Lisboa, Portugal Mg. Arnaldo Rodríguez Espinoza Centro de Estudios Africanos, Portugal Universidad Estatal a Distancia, Costa Rica Dra. Alina Bestard Revilla Dr. Miguel Rojas Mix Universidad de Ciencias de la Cultura Física y Coordinador la Cumbre de Rectores Universidades el Deporte, Cuba Estatales América Latina y el Caribe Dra. Noemí Brenta Dr. Patricio Quiroga Universidad de Buenos Aires, Argentina Universidad de Valparaíso, Chile Dra. Rosario Castro López Dr. Gino Ríos Patio Universidad de Córdoba, España Universidad de San Martín de Porres, Per Ph. D. Juan R. Coca Dr. Carlos Manuel Rodríguez Arrechavaleta Universidad de Valladolid, España Universidad Iberoamericana Ciudad de México, México Dr. Antonio Colomer Vialdel Universidad Politécnica de Valencia, España Dra. Vivian Romeu Universidad Iberoamericana Ciudad de Dr. Christian Daniel Cwik México, México Universidad de Colonia, Alemania Dra. María Laura Salinas Dr. Eric de Léséulec Universidad Nacional del Nordeste, Argentina INS HEA, Francia Dr. Stefano Santasilia Dr. Andrés Di Masso Tarditti Universidad della Calabria, Italia Universidad de Barcelona, España Mg. Silvia Laura Vargas López Ph. D. Mauricio Dimant Universidad Autónoma del Estado de Universidad Hebrea de Jerusalén, Israel Morelos, México Dr. Jorge Enrique Elías Caro Dra. Jaqueline Vassallo Universidad de Magdalena, Colombia Universidad Nacional de Córdoba, Argentina Dra. Claudia Lorena Fonseca Dr. Evandro Viera Ouriques Universidad Federal de Pelotas, Brasil Universidad Federal de Río de Janeiro, Brasil Dra. Ada Gallegos Ruiz Conejo Dra. María Luisa Zagalaz Sánchez Universidad Nacional Mayor de San Marcos, Perú Universidad de Jaén, España Dr. Francisco Luis Giraldo Gutiérrez Dra. Maja Zawierzeniec Instituto Tecnológico Metropolitano, Universidad Wszechnica Polska, Polonia Colombia Editorial Cuadernos de Sofía Dra. Carmen González y González de Mesa Santiago – Chile Universidad de Oviedo, España Representante Legal Juan Guillermo Estay Sepúlveda Editorial Ph. D. Valentin Kitanov Universidad Suroeste Neofit Rilski, Bulgaria Mg. Luis Oporto Ordóñez Universidad Mayor San Andrés, Bolivia Indización, Repositorios y Bases de Datos Académicas Revista Inclusiones, se encuentra indizada en: Information Matrix for the Analysis of Journals CATÁLOGO REVISTA INCLUSIONES ISSN 0719-4706 VOLUMEN 6 – NÚMERO 1 – ENERO/MARZO 2019 PH. D. LEOPOLDO G. ARIAS-BOLZMANN REVISTA INCLUSIONES ISSN 0719-4706 VOLUMEN 6 – NÚMERO 1 – ENERO/MARZO 2019 BIBLIOTECA UNIVERSIDAD DE CONCEPCIÓN PH. D. LEOPOLDO G. ARIAS-BOLZMANN REVISTA INCLUSIONES ISSN 0719-4706 VOLUMEN 6 – NÚMERO 1 – ENERO/MARZO 2019 ISSN 0719-4706 - Volumen 6 / Número 1 / Enero – Marzo 2019 pp. 89-105 A CONCEPTUAL INVESTIGATION OF ABSURDISM IN PRINT ADVERTISING: ITS PHILOSOPHICAL ROOTS UNA INVESTIGACIÓN CONCEPTUAL DEL ABSURDISMO EN LA PUBLICIDAD IMPRESA: SUS RAÍCES FILOSÓFICAS Ph. D. Leopoldo G. Arias-Bolzmann CENTRUM Católica, Pontificia Universidad Católica del Perú, Perú [email protected] Fecha de Recepción: 10 de septiembre de 2018 – Fecha Revisión: 20 de octubre de 2018 Fecha de Aceptación: 02 de noviembre de 2018 – Fecha de Publicación: 01 de enero de 2019 Abstract The effects of absurd ads on consumers have not been investigated even though absurdism is often used by advertisers. The author suggests that absurdism fits within the marketing literature on pictorial stimuli. To begin the process of enhancing our understanding of absurdism, this study describes absurdism’s philosophical roots and its use in the disciplines of art, literature, and finally, advertising. In addition, relationships between the domain of absurdism and other constructs (e.g., surrealism, allegory, anthropomorphism, and hyperbole) are discussed. Within this section, the construct of absurdism is defined and theoretical mechanisms for the possible impact of absurd images are identified. Keywords Absurdism – Print advertising – Pictorial stimuli – Absurd images Resumen Los efectos de los anuncios absurdos en los consumidores no se han investigado, aunque el absurdismo suele ser utilizado por
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