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Article ID: CBB188846748

Retórica y persuasión en los catálogos comerciales españoles de material científico educativo (1920-1936) (2020)

Llull: Revista de la Sociedad Española de Historia de las Ciencias y de las Técnicas
Volume: 43
Issue: 87
Pages: 181-200
Publication date: 2020
Language: Spanish; Castilian

URI: https://dialnet.unirioja.es/servlet/articulo?codigo=7602754

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En el artículo se analizan los patrones lingüísticos y retóricos de los catálogos comerciales españoles de material científico educativo, en particular los correspondientes a las casas dedicadas a su fabricación y distribución activas en el segundo y tercer decenio del siglo XX. En esos años los establecimientos estaban inmersos en un proceso de cambio en el modelo de negocio dominante hasta esos momentos. A través de este estudio se determinan los recursos persuasivos de las obras citadas que acompañaban a la información exclusivamente técnica y descriptiva de los productos destinados a la venta. De igual manera, se atiende a los referentes y cometidos de estas estrategias expresivas. Así, el trabajo se inscribe en el marco de las obras que examinan la posición mantenida por la industria en las culturas del consumo científico y técnico, así como su intervención en la orientación de las preferencias de instituciones y particulares. The article is intended to analyse the linguistic and rhetorical patterns of Spanish trade scientific instruments catalogues within a period (the second and third decade of the 20th Century) in which significant changes were taking place in the businesses dedicated to the manufacture and distribution of these products. The purpose of this study is to determine the persuasive resources of the works mentioned that accompanied the exclusively technical and descriptive information of the products intended for sale. Likewise, the referents and intentions of these textual strategies are examined. Thus, the study falls within the framework of the works that examine the position held by businesses in the cultures of scientific and technical consumption, as well as their influence on the orientation of the preferences of institutions and individuals.

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