Juan Rey

El iconismo gráfico en la escritura publicitaria

The fundamental question of this work can be posed in the following way: How does typography help correct, avoid, avoid some of the problems derived from the use of a code as complex as writing? In other words: How does the written code itself, despite the difficulties it poses, contribute, in the specific case of advertising writing, to facilitating the understanding of the message? In order to answer these questions it is necessary to allude, albeit briefly, to the concepts of oral code and written code and to the different levels of communicative effectiveness that each of them entails, since the fact that the communication is developed in one or in two contexts it gives rise not only to the appearance of two different codes with different characteristics (oral or written respectively), but also gives rise to the implementation of two different strategies. And these different characteristics and strategies are conditioned by the context or contexts in which each of them must communicate. The basic difference between one and another code lies not so much in the formalization of the writing or the spontaneity of the oral as in the different nature on which each of them is based. The verbal code is based on orality. The writing, in the visual.