Questiones sobre la representación audiovisual de la nueva Andalucía. De la amistad al amor: Campaña Andalucía te quiere (2008)

Abstract

The government of Andalusia continues its initiative to renew the image of the country to the outside through the tourism campaigns. The last one in 2008 presents an intelligent and important development in building an image of the region free of topics to maintain a balance between modernity and the essence of identity. This article discusses the visual and auditory traits that contribute to the generation of a desirable new prototype based on emotion and well-being.