Efectos educativos de los spots de la Dirección General de Tráfico española
- Martínez Rodrigo, Estrella
- Segura García, Rosario
- García García, Francisco (dir. congr.)
- Gértrudix Barrio, Manuel (coord.)
- Gértrudix Barrio, Felipe (coord.)
Publisher: Icono 14 Asociación Científica
ISBN: 978-84-939077-5-4
Year of publication: 2011
Volume: 1
Pages: 208-216
Congress: Congreso Internacional Sociedad Digital (2. 2011. Madrid)
Type: Conference paper
Abstract
General advertising campaigns usually have some educational content to those who are not usually pay attention. In this research we intend to focus our interest in the effects resulting from educational television campaigns of the DGT of Spain. To do this, observe the target audience they address (drivers, no drivers, pedestrians, etc.). And the strategies used to suit each target. The goal we seek in this paper is to show how ethics that underlies the educational purpose of the spots that correspond to this period (19641982), is an ethic that might call of duty or law, and that can be seen by the resource specific emotions made. To achieve this goal we have selected all the spots available on the website of the Spanish DGT, before 1983. As an introduction to the subject we performed a brief history of the notion of emotion and we have completed later with Eva Illouz studies on the use of emotions in advertising discourse.