Las estrategias persuasivas de la Administración española

Abstract

The communication relationships between política/ lnstitutions and those who govern are fundamental in the current  democracies because that are put under  a continuous scrutíny by the citizens who every four years renew their confidence in them. One of the most used communication strategies is the  institutional advertising through whlch  the  different fnstitutions try  to create a positive  image of themselves  and their actions  with  the intention of persuading  the citlzens.  Expforing  the different persuasive  strategies by  the  institutions can give us an idea about how they plan their  relations  with  the publics.