Abstract

HERNANDEZ OLMEDO, José Luis. Persuasive way of values in television advertising. Comun. soc [online]. 2016, n.27, pp.145-173. ISSN 0188-252X.

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.

Keywords : Political propaganda; values; commercial advertising; spot; television.

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