Análisis comparativo de la publicidad institucional en España-objetivos y cualidades discursivas

Abstract

This paper  offers some results  regarding  the research project  on Estrategias de la comunicación social de los organismos del Estado a través de la publicidad Institucional (Plan Nacional de I+D+I   2004-2007). This research is about  how government advertising depicts the image  of institutions and citizens, as we/1 as thelr  relationship. 241 spots  have been analyzed  within  the Theory  of Enunclatlon  framework. We have tried to anafyze how different  ministries, regions, and local governments function  as advertisers, anda/so the way they are represented in the spots.