{"id":444,"date":"2015-02-04T21:15:54","date_gmt":"2015-02-04T21:15:54","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=444"},"modified":"2015-02-04T21:15:54","modified_gmt":"2015-02-04T21:15:54","slug":"reducir","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/reducir\/","title":{"rendered":"REDUCIR"},"content":{"rendered":"<p><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/02\/REDUCIR.png\"><img loading=\"lazy\" class=\"wp-image-445 size-full aligncenter\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/02\/REDUCIR.png\" alt=\"REDUCIR\" width=\"1000\" height=\"281\" \/><\/a><\/p>\n<p>Conversaba, contando que pr\u00e1cticamente toda mi vida profesional, hab\u00eda hecho redacci\u00f3n publicitaria. Me dijeron algo que pocas veces he o\u00eddo sobre eso y yo siempre menciono: poder sintetizar. Reducir, pero sin sacrificar lo esencial.<\/p>\n<p>Y es cierto; el redactor publicitario tiene que escribir sobre algo, de pronto acudiendo a much\u00edsima informaci\u00f3n, ley\u00e9ndola y comprendiendo, para poder resumir de forma inteligible lo que podr\u00eda ser complejo y hacerlo atractivo.<\/p>\n<p><!--more--><\/p>\n<p>Parece f\u00e1cil pero no lo es. Especialmente en estos tiempos en los que la informaci\u00f3n parece abundar, pero si uno se fija, a veces existen contradicciones sobre lo mismo. Ahora, adem\u00e1s, hay que saber elegir bien las fuentes, porque lo que Internet ofrece \u2013que suele ser inmenso- no es enteramente confiable.<\/p>\n<p>El redactor publicitario es un buscador primero y alguien que practica el arte de la s\u00edntesis, pasando por una cuidadosa selecci\u00f3n.<\/p>\n<p>Cuando menosprecian un texto, diciendo que \u201c<em>eso lo hace cualquiera<\/em>\u201d, quisiera ver metido a quien lo dijo en la redacci\u00f3n de un folleto o la confecci\u00f3n del texto para un aviso o la creaci\u00f3n de un spot para radio o tv. O lo que creo es a\u00fan m\u00e1s dif\u00edcil: la acu\u00f1aci\u00f3n de un slogan.<\/p>\n<p>No es porque tenga tanto tiempo en esta profesi\u00f3n, o tal vez sea por eso, que aprend\u00ed a respetarla.<\/p>\n<p>Desde el colegio, hacer res\u00famenes inteligentes, atractivos y sobre todo cortos, me pareci\u00f3 muy dif\u00edcil y en el fondo eso es lo que he venido haciendo desde entonces.<\/p>\n<p>De lo bueno, poco.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conversaba, contando que pr\u00e1cticamente toda mi vida profesional, hab\u00eda hecho redacci\u00f3n publicitaria. Me dijeron algo que pocas veces he o\u00eddo sobre eso y yo siempre menciono: poder sintetizar. Reducir, pero sin sacrificar lo esencial. Y es cierto; el redactor publicitario [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>REDUCIR | IPP<\/title>\n<meta name=\"description\" content=\"Conversaba, contando que pr\u00e1cticamente toda mi vida profesional, hab\u00eda hecho redacci\u00f3n publicitaria. 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