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- Title
ESTRATEGIAS PERSUASIVAS Y EMOCIONALES EN LAS CAMPAÑAS AUDIOVISUALES DE LA DGT EN EL PERIODO 2011-2019.
- Authors
Marinescu, Iulia Mihaela; Mejías Martínez, Guillermo; Nogales-Bocio, Antonia Isabel
- Abstract
The institutional advertising of the Dirección General de Tráfico has gained more and more strength in recent years. The entity's historical task of reducing road accidents and, consequently, mortality in traffic accidents is a great challenge at present. This work is proposed with the aim of extracting a series of quantitative and qualitative results and conclusions based on the characteristics and dimensions of the audiovisual discourse that the DGT has maintained in its campaigns in the period 2011-2019. The time frame corresponds to the period of validity of the second Plan Estratégico de Seguridad Vial (2011-2020), which lays the foundations for the DGT's actions and is the roadmap for its mission to reduce road accidents. Specifically, the aim is to find out what are the emotional and persuasive factors involved in these campaigns and how they are manifested, what are the supports and messages used and what impact or scope they have on the viewing public. The results show that in the audiovisual discourse of the DGT throughout the compilation of the 74 audiovisual pieces of the period 2011-2019 there is a predominance of a negative line that bets on campaigns with a high emotional impact through effective persuasive mechanisms.
- Publication
Revista de Comunicaciôn y Salud, 2022, Vol 12, Issue 1, p1
- ISSN
2173-1675
- Publication type
Article
- DOI
10.35669/rcys.2022.12.e286