Advertising as a literary genre: an approach to the creation of advertising based on the formulation of cases and characters that marked the imaginary of audiences and consumers

Abstract

This paper addresses an issue that is neither new, nor has been taken into account by the scholars of the fields of advertising and literary theory. Even if there are articles that approach that subject and discuss it to a certain extent, the references of the courses on the nature of literary genres or on the limits and scope of literature do not contain any relevant works for that discussion. This is not intentional, since such works simply do not exist, but if they would, those courses would have a very different meaning and scope.