Abstract

GARRIDO-LORA, Manuel. A comparative study of political and commercial slogans: the case of the 2008 Spanish election. Convergencia [online]. 2013, vol.20, n.61, pp.173-192. ISSN 2448-5799.

This paper presents a comparative study of political and commercial slogans in Spanish advertising. The research, unprecedented in Spain, aims to reveal the strategic, conceptual, and formal differences and similarities between both types of slogans. The results of a previous study of the author regarding commercial communication are compared with the analysis of the slogans used by the main political parties in Spain during the last general election in March 2008. The findings indicate interesting features of political slogans that should be considered by advertising researchers and professionals, such as brevity, semantic density, moderate rhetoric, obsolescence and strategic use of them.

Keywords : political communication; advertisement writing; election campaigns; slogan; creative advertising.

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