<?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>2448-4911</journal-id>
<journal-title><![CDATA[Revista mexicana de opinión pública]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. opinión pública]]></abbrev-journal-title>
<issn>2448-4911</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Ciencias Políticas y Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-49112019000100119</article-id>
<article-id pub-id-type="doi">10.22201/fcpys.24484911e.2019.26.62958</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Ruta central versus Ruta periférica. Análisis del proceso de persuasión en la campaña &#8220;Mover a México&#8221;]]></article-title>
<article-title xml:lang="en"><![CDATA[Central Route versus Peripheral Route. Analysis of the Persuasion Process in the &#8220;Mover a México&#8221; Campaign]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Marañón]]></surname>
<given-names><![CDATA[Felipe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barrientos]]></surname>
<given-names><![CDATA[Rodolfo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Piñeiro-Naval]]></surname>
<given-names><![CDATA[Valeriano]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Nuevo León Facultad de Ciencias Políticas y Administración Pública ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,UANL laboratorio de Comunicación Política ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Salamanca  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<numero>26</numero>
<fpage>119</fpage>
<lpage>133</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112019000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112019000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112019000100119&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este trabajo de investigación de corte cuantitativo se basa en un análisis de contenido, mediante el cual se identificaron elementos utilizados por el gobierno federal en la campaña institucional de spots &#8220;Mover a México&#8221;, como rutas de persuasión, formato, enfoque y temas manejados. El estudio permite identificar los contenidos que conforman el diseño de los spots y los argumentos que se usan para obtener la atención y conseguir distintos efectos en los receptores. El estudio identificó el uso de la ruta de persuasión central como predominante dentro de los spots analizados.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This quantitative research work is based on a content analysis, through which elements that are used by the federal government were identified in the institutional campaign of spots &#8220;Mover a México&#8221; as the routes of persuasion, the format, approach and issues managed. This study gives the possibility of identify the contents that make up the design of the spots and the arguments used to obtain attention and achieve different effects on the receivers. The study identified the use of the central persuasion route as predominant within the analyzed spots.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Spots políticos]]></kwd>
<kwd lng="es"><![CDATA[publicidad política]]></kwd>
<kwd lng="es"><![CDATA[campañas]]></kwd>
<kwd lng="es"><![CDATA[persuasión]]></kwd>
<kwd lng="es"><![CDATA[ruta central]]></kwd>
<kwd lng="es"><![CDATA[ruta periférica]]></kwd>
<kwd lng="en"><![CDATA[Political spots]]></kwd>
<kwd lng="en"><![CDATA[political advertising]]></kwd>
<kwd lng="en"><![CDATA[campaigns]]></kwd>
<kwd lng="en"><![CDATA[persuasion]]></kwd>
<kwd lng="en"><![CDATA[central route]]></kwd>
<kwd lng="en"><![CDATA[peripheral route]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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