Evolución de la redacción publicitaria en el siglo XX : estudio sobre la longitud de la frase y la extensión del cuerpo de texto en la publicidad en castellano

Abstract

Studies about advertising copywriting are not very common in the academic environment and usually consist of a set of rules for writing effectively. This paper is about advertising copywriting but from another perspective: the evolution of advertising copywriting during the twentieth century. A wide corpus has been selected and studied from three points of view: number of words per sentence, words per ad and number of sentences per ad. The results confirm that advertising copywriting has changed dramatically over the period of a hundred years.