<?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>S0188-252X2017000200041</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Publicidad electoral televisiva y persuasión en Puebla 2010. Una aproximación desde el Análisis Crítico del Discurso]]></article-title>
<article-title xml:lang="en"><![CDATA[Electoral television advertising and persuasion in Puebla 2010. An approach from Critical Discourse Analysis]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ahuactzin Martínez]]></surname>
<given-names><![CDATA[Carlos Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Meyer Rodríguez]]></surname>
<given-names><![CDATA[José Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<numero>29</numero>
<fpage>41</fpage>
<lpage>68</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2017000200041&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2017000200041&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2017000200041&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El trabajo propone el análisis de los géneros discursivos en la comunicación política, con énfasis en los spots electorales. El corpus consideró los spots de la elección para gobernador del estado de Puebla, México, en 2010. Los hallazgos revelan la configuración discursiva estandarizada de los spots, bajo los principios de verosimilitud y legitimación política de la democracia representativa.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper proposes the analysis of discursive genres in political communication, with emphasis on electoral spots. The corpus considered the spots of the election for governor of the state of Puebla, Mexico, in 2010. The findings reveal the discursive, standardized configuration of the spots under the principles of credibility and political legitimacy of representative democracy.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Géneros discursivos]]></kwd>
<kwd lng="es"><![CDATA[spots]]></kwd>
<kwd lng="es"><![CDATA[elecciones]]></kwd>
<kwd lng="es"><![CDATA[estilo y democracia]]></kwd>
<kwd lng="en"><![CDATA[Discursive genres]]></kwd>
<kwd lng="en"><![CDATA[spots]]></kwd>
<kwd lng="en"><![CDATA[elections]]></kwd>
<kwd lng="en"><![CDATA[style and democracy]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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