<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0797-3691</journal-id>
<journal-title><![CDATA[Dixit]]></journal-title>
<abbrev-journal-title><![CDATA[Dixit]]></abbrev-journal-title>
<issn>0797-3691</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica del Uruguay.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0797-36912017000100084</article-id>
<article-id pub-id-type="doi">10.22235/d.v0i26.1386</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Sacamuelas y charlatanes, pioneros de la publicidad y la propaganda]]></article-title>
<article-title xml:lang="en"><![CDATA[Quacks and charlatans, promoters of advertising and propaganda]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Platero]]></surname>
<given-names><![CDATA[Antonio Laguna]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Castilla la Mancha  ]]></institution>
<addr-line><![CDATA[Cuenca ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<numero>26</numero>
<fpage>84</fpage>
<lpage>95</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S0797-36912017000100084&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S0797-36912017000100084&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S0797-36912017000100084&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El propósito de este artículo es dar cuenta de la figura del sacamuelas como pionero de la publicidad y la propaganda. Este personaje era un charlatán que realizaba espectaculares curaciones y vendía remedios y tónicos milagrosos en plazas públicas, hasta bien entrado el siglo XX. A partir de la revisión de periódicos y revistas de la época, se analiza el papel de la plaza como escenario de espectáculos que tenían al dolor como uno de sus principales protagonistas, y se repasan las historias y fórmulas de persuasión de algunos de estos charlatanes. Este artículo permite concluir que muchas de las técnicas empleadas por los sacamuelas, ya fuera al momento de presentarse ante su público o para anunciarse en la prensa, sentaron precedentes fundamentales para el desarrollo de la publicidad moderna y de la propaganda política.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of thi.s article is to account for the figure of the quack as a pioneer of advertising and propaganda. This character was a charlatan who performed spectacular cures and sold miraculous remedies in public squares, well entered the twentieth century. From the review of newspapers and magazines of the time, the role of the square as a stage of spectacles that had pain as one of its main protagonists is analyzed, and the stories and formulas of persuasion of some of these charlatans are reviewed. This article allows to conclude that many of the techniques used by the quacks, whether in the moment of appearing before their public or when they announced their services in the press, set fundamental precedents for the development of modern advertising and political propaganda.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[persuasión]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[propaganda]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="en"><![CDATA[persuasion]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[propaganda]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
</kwd-group>
</article-meta>
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