Communication strategies in public administration through print advertising
DOI:
https://doi.org/10.3145/epi.2011.jul.06Keywords:
Persuasion, Advertising, Display advertising, Institutional advertising.Abstract
We present the results of research that has revealed informative-persuasive strategies of current Spanish commercial and institutional display advertising. The study selected 232 periodicals for analysis, which included 7,704 advertisements. Differences were identified between the strategies used in commercial advertising and those used in government communications with citizens.
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