This document analyzes the semiotic-discursive aspects of the advertising campaign "Soy Totalmente" created by the Department of Tourism of the Government of Aragon in Spain. It begins with definitions of key terms from semiotics such as sign, signified, signifier, code, and narrative. It then provides context on the history of the company and analyzes each ad poster from the campaign separately, identifying the signs, codes, meanings, and narratives present to understand the intended message. The analysis seeks to understand how the campaign represents the company and its values to the target public.

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DEFINICIÓN DE TÉRMINOS....................................................................................................................................... 5
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CULTURA ORGANIZACIONAL .............................................................................................................................. 20
1!$*+,-"(+$2+&+,&-,3+,4'53!(!&+&,&-3,4+3+(!%,&-,.!-$$%6 -------------------------------------------------- 21
“SOY TOTALMENTE” .............................................................................................................................................. 21
Creadora de la Campaña .............................................................................................................................................. 22
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AFIICHES ............................................................................................................................................................................... 24
AFIC HES
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ANÁLIISIIS SEMIIÓTIICO DIISCURSIIVO .............................................................................................................................. 25
ANÁLIS IS SEMIÓ TIC O DIS CURSIV O
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DEFINICIÓN E IDENTIFICACIÓN DE SIGNOS..................................................................................................... 25
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DEFINICIÓN E IDENTIFICACIÓN DE SIGNOS..................................................................................................... 31
LA SIGNIFICACIÓN .................................................................................................................................................. 32
CÓDIGOS ENCONTRADOS ..................................................................................................................................... 32
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ANÁLISIS SEMÁNTICO ........................................................................................................................................... 33
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CONTRARIEDAD, CONTRADICCIÓN E IMPLICACIÓN ..................................................................................... 34
(E>FGC?:@>,+1!(.-,J .................................................................................................................................................. 35
ANÁLIISIIS SEMIIÓTIICO NARRATIIVO .............................................................................................................................. 36
ANÁLIS IS SEMIÓ TIC O NARRATIV O
ANÁL S S SEM ÓT CO NARRAT VO
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I=GE9<?,+G,*=QE9<E-------------------------------------------------------------------------------------------------------------------- 39
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REFERENCIAS------------------------------------------------------------------------------------------------------------------------ 40
!
Monserrat Jiménez Cayuela 5°B Ciencias de la Comunicación
! Salvador Vázquez Solís SEMIÓTICA
! Profa. Ana Luisa Urquiza
! 16- Dic-2003

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