Episteme para la publicidad: configuración, gestión y difusión de identidades en un espacio proyectado para la negociación de ideas

Abstract

This article contributes to recognition and construction of theoretical basis, support of the publicist by profession. If we think about advertising as a field, we must have a clear stand of how different kinds of knowledge from diverse backgrounds converge and how they are articulated in the advertising project. We aim at setting up contributions to the advertising theoretical field as we recognize the methods historically defined as advertising process, providing information to the know-how definition currently applied to the establishment of advertising strategies, featuring the way process is framed to contribute to other sciences and fields of knowledge and finding out in this structure the common denominator for identity, to state that management of identity pattern and public construction of such identity are episteme of advertising