Resumen

AGUILAR LEYVA, Oquitzin. Cruzadas audiovisuales: metodología heurística para un análisis semántico-cognitivo del spot electoral. Comun. soc [online]. 2009, n.12, pp.63-100. ISSN 0188-252X.

Based on recent findings in the field of cognitive linguistics with regard to the semantic activity of the mind and the general modus operandi of the construction of meaning, this paper looks at persuasion in the media, political adverts and audiovisual meaning. For these purposes, we have conducted an in-depth analysis of one advert from the electoral campaign in Mexico in the year 2000. Distancing itself from structuralist and more conventional approaches to the subject, the starting point for this paper is where cognition meets power, to heuristically propose some methodological cognitive semantic principles for analysing political audiovisual texts.

Palabras llave : meaning construction; political advertising; spots; cognitive semantics; persuasion; mental spaces; political campaings; audiovisual language.

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