Resumen

MORENO DE NICOLAS, Sara. LOOKING FOR VOTES: A COMPARATIVE STUDY OF POLITICAL ADVERTISEMENTS OF THE US PRESIDENTIAL CAMPAIGN OF 2020 TARGETING THE LATINX COMMUNITY. Linguist.lit. [online]. 2022, n.81, pp.248-269.  Epub 21-Feb-2023. ISSN 0120-5587.  https://doi.org/10.17533/udea.lyl.n81a11.

This paper shows a comparative-descriptive study of TV electoral advertisements of the us presidential candidates of 2020, Donald Trump and Joe Biden, targeting the Latinx community. The discourse of the announces is analyzed as a complex text formed by semiotic and linguistic elements, specifically verbal, visual and acoustic ones. This study shows that the common elements of both political campaigns can identify a profile of the values and main characteristics of the Latinx in the us.

Palabras clave : political advertisements; discourse analysis; presidential elections in the us; persuasive elements in electoral messages.

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