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Cartas a una joven publicista<\/span>
\nEulalio Ferrer Rodr\u00edguez<\/span>
\nNarrativa<\/span>
\nAlfaguara. M\u00e9xico, 2001. 149 p\u00e1gs.<\/span>\n

Muchos j\u00f3venes sue\u00f1an con llegar a ser publicistas reconocidos como grandes creativos. Pero \u00bfrealmente saben qu\u00e9 es la publicidad? \u00bfQui\u00e9n la hace? \u00bfPara qu\u00e9 y para qui\u00e9n? Eulalio Ferrer, fundador de Publicidad Ferrer y pionero de la publicidad en M\u00e9xico, relata en estas cartas algunas de sus experiencias sobre el tema. El libro permite penetrar en los entresijos del quehacer del publicista. Desde los trucos m\u00e1s sencillos, como utilizar tres elementos para grabar el mensaje \u2013\u00abtequila, sal y lim\u00f3n\u00bb popularizado por Sauza\u2013, hasta los fundamentos \u00e9ticos de una buena publicidad: b\u00fasqueda de la verdad, servicio a la sociedad, respeto a los valores culturales, huida del consumismo\u2026 Consciente de que la publicidad es una tarea poco respetada y sin cultura, el autor exhorta a los j\u00f3venes universitarios a que tomen conciencia y se preocupen por adquirir una amplia cultura b\u00e1sica, porque antes de ser una simple imagen o marca, la publicidad es el oficio del lenguaje que nos permite hacer uso de la ret\u00f3rica llena de contenido. Si el lector ha le\u00eddo alguna de sus publicaciones anteriores, notar\u00e1 que \u00e9sta resume clara y objetivamente la forma como deber\u00eda ser el publicista.<\/span>
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