Resumen

GARCIA LEON, Javier Enrique  y  GARCIA LEON, David Leonardo. A CRITICAL ANALYSIS OF SAMUEL MORENO AND ENRIQUE PEÑALOSA'S ADVERTISING CAMPAIGNS: AN APPROACH TOWARDS THEIR DISCOURSE STRATEGIES. Linguist.lit. [online]. 2014, n.65, pp.113-137. ISSN 0120-5587.

This paper presents the results of an investigative exercise whose main objective was to characterize the discourse strategies utilized in the political advertising campaigns for the mayoralty of Bogotá in 2007. The said phenomenon is approached from Critical Discourse Analysis and Social Semiotics. Additionally, proposals originating from advertising and political discourse are used. It is hoped that this article supports the construction of an argumentative democracy, especially now that the electoral processes of our country, Colombia, are getting nearer.

Palabras clave : Discourse Analysis; Social Semiotics; Advertising Political Discourse; Electoral Campaigns; Mayoralty.

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