Aspectos filosóficos del pragmaticismo y su proyección a la planeación estratégica publicitaria

Abstract

This doctoral thesis carries out an analysis of the philosophical postulates of Charles Sanders Peirce. Especially the concept of belief in pragmaticism and its development in the normative sciences. The foregoing, in order to establish theoretical and conceptual elements that can be projected to strategic advertising planning.

As a consequence, the thesis develops three chapters. First, some pragmatism historical aspects; second, pragmaticism and belief in strategic advertising planning; third, a consideration of advertising rationing in pragmaticist key. Finally, the conclusion tries to collect what has been said and translates it into the semiotic model of strategic advertising planning (Semiotic Planning), accompanied by a final discussion.

In the first chapter three aspects are treated. The first one offers a semiotic, genetic-linguistic, and foundational panorama, based on some reflections about language problem on Plato and Aristotle. The second one traces the use of the practical and pragmatic in modernity about the Kant's philosophical positions; Finally, the vision of classical pragmatism from William James and John Dewey is presented.

The second chapter works about the pragmatic idea of ​​belief from 1887 Peircean perspective, from 1903 mature version, and the late version (1907); from this, the thesis propose keys for strategic planning in advertising.

The third chapter works on sign thinking, the division of signs, and the vision of normative sciences. Likewise, this chapter proposes three interpretant's trichotomies. With the above, the thesis poses an evaluation path of the different phases of the semiotic model of strategic planning (Semiotic Planning).