Resumen de El nombre propio como imagen semiótica del referente
This essay investigates how, through the proper name's textualisation on the practice of the advertising text, the trading mark needs to be a linguistic notion to work as an economic concept which controls market activity. Author's ideas permit us to realise a correspondece between the proper name's asignation of the product and the purchase of the virtualizating modality which permits the situation of product as protagonist of the persuasive program. Textual or iconic operations of referent's semiotization are directed to give an antropomorphic nature to the product, as prerequisite to things can realise changes that corresponde to men and make themselves a lot of desirable.
