Estrategias argumentativas en las notas de contratiqueta de productos de CubaRon S.A.

Abstract

There are several and diverse advertising products issued by the corporation CubaRon S.A. in order to increase the promotion and commercialization of Cuban rums. Inside them, the counter-label notes of the rum bottles are an effective resource to persuade potential buyers. That is the reason why these texts, not commonly addressed in linguistic studies, are important too for the establishment of the types of text, the lexicon and the morphosyntactic and pragmatic structures that distinguish the corresponding specialty language. The object of this work are identify and describe them as argumentative texts, through the analysis of a dozen notes of counter-labels or specialized commercial descriptions belonging to the Cuban rum lines Havana Club and Cubay. The confluence of arguments of different class, belonging to the forms of logical-rational and emotive-affective thinking, is identified as the most effective argumentative strategy.