<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2016000300145</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El camino persuasivo de los valores en la propaganda televisiva]]></article-title>
<article-title xml:lang="en"><![CDATA[Persuasive way of values in television advertising]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Olmedo]]></surname>
<given-names><![CDATA[José Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Ciencias y Artes de Chiapas  ]]></institution>
<addr-line><![CDATA[Tuxtla Gutiérrez Chiapas]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2016</year>
</pub-date>
<numero>27</numero>
<fpage>145</fpage>
<lpage>173</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2016000300145&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2016000300145&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2016000300145&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Este artículo analiza la inclusión de valores en los discursos de la propaganda política a partir de los spots televisivos que se emitieron durante las campañas de Elecciones Generales de España en 2008 y 2011. Se propone un modelo de análisis con base en la retórica argumentativa, en el que se configuran categorías con el objetivo de identificar los valores de cada discurso y su relación con el proceso persuasivo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This article analyzes the inclusion of values in televised political propaganda during the Spain General Election Campaigns in 2008 and 2011. An analysis based in argumentative rhetoric is made, in which categories are configured with the objective to identify values on each spot and its relation to the persuasive process.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Propaganda política]]></kwd>
<kwd lng="es"><![CDATA[valores]]></kwd>
<kwd lng="es"><![CDATA[publicidad comercial]]></kwd>
<kwd lng="es"><![CDATA[spot]]></kwd>
<kwd lng="es"><![CDATA[televisión]]></kwd>
<kwd lng="en"><![CDATA[Political propaganda]]></kwd>
<kwd lng="en"><![CDATA[values]]></kwd>
<kwd lng="en"><![CDATA[commercial advertising]]></kwd>
<kwd lng="en"><![CDATA[spot]]></kwd>
<kwd lng="en"><![CDATA[television]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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