Personajes y discurso emocional en las campañas de la DGT. Análisis de los spots de 2007-2011

Abstract

This work shows the importance of emotional appeal in persuasive medium for spots of Spanish traffic Department from 2007-2011, and I identify the emotions represented in the visual speech, the subject profile of these emotions, and their relationship with the object of spot. The methodology has been: content analysis, quantitative and qualitative, based on direct observation of a number of selected variables, and treated statistically, absolutely and in relation to other values.