Central Route versus Peripheral Route. Analysis of the Persuasion Process in the “Mover a México” Campaign
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 “Mover a México” as the routes of persuasion, the format, approach and issues managed. This study gives the possibilit...
| Authors: | , , |
|---|---|
| Format: | article |
| Status: | Published version |
| Publication Date: | 2018 |
| Country: | México |
| Institution: | UNIVERSIDAD NACIONAL AUTÓNOMA DE MÉXICO |
| Repository: | Revista Mexicana de Opinión Pública |
| Language: | Spanish |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/62958 |
| Online Access: | https://revistas.unam.mx/index.php/rmop/article/view/62958 |
| Access Level: | Open access |
| Keyword: | Spots Políticos Publicidad Política Campañas Persuasión Ruta Central Ruta Periférica Political spots political advertising campaigns persuasion central route peripheral route |
| Summary: | 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 “Mover a México” 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 |
|---|