La publicidad institucional durante el primer gobierno ZApatero (2005-06): elementos formales y estrategias de comunicación

Abstract

This research has as main purpose to find out the strategies of advertising communication that  have been used by officlal  lnstitutions, both national  and  regional and focal, during  a year from april 2005, dlstlngulshing between institutional scopes and political party  with a government responslbility.

With  a corpus analysis formed  by 241 spots broadcasted on dlfferent  TV channels by Ministrles and Officíal Agencies (State  scope), five  governments  of  different  Autonomous Communities (Andalucia, Catalonla, Madrid, Valencia and Basque) and the five  mun/dpalities  of their respective capltals, the specific research problem consisted on dlscovering the formal criteria used to get a better communicative effectiveness and, complementarily, deepen In the intent of the messages and techniques used to achieve greater permeability in the receiver.