<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1794-192X</journal-id>
<journal-title><![CDATA[Revista Guillermo de Ockham]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Guillermo Ockham]]></abbrev-journal-title>
<issn>1794-192X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de San Buenaventura Cali]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-192X2020000200181</article-id>
<article-id pub-id-type="doi">10.21500/22563202.4574</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Investigación en publicidad política: un análisis bibliométrico]]></article-title>
<article-title xml:lang="en"><![CDATA[Political advertising research: a bibliometric analysis]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arango Espinal]]></surname>
<given-names><![CDATA[Edwin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ceballos Molano]]></surname>
<given-names><![CDATA[Raquel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Osorio Andrade]]></surname>
<given-names><![CDATA[Carlos Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[Cali ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<volume>18</volume>
<numero>2</numero>
<fpage>181</fpage>
<lpage>189</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-192X2020000200181&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-192X2020000200181&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-192X2020000200181&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La publicidad política se ha configurado en un campo de alto interés para los científicos sociales. El propósito de este documento es analizar la literatura desarrollada alrededor del tema, identificando la tendencia de crecimiento en el tiempo, autores relevantes, regiones donde se ha estudiado mayoritariamente el concepto, características fundamentales de la publicidad política y finalmente, líneas futuras de investigación. En la investigación se emplea un análisis bibliométrico de 295 manuscritos extraídos de Web of Science. Los resultados sugieren que el campo de la publicidad política viene creciendo en los últimos cinco años; sin embargo, en Latinoamérica la producción académica es escasa. Se evidencia que los tópicos de mayor interés han girado en torno al papel que juega la publicidad política en impulsar candidatos y partidos, los efectos de los anuncios sobre el electorado y la influencia de la publicidad agresiva o negativa.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Political advertising has become a field of high interest to social scientists over time. The purpose of this document is to analyze the literature developed around the subject, identifying the growth trend over time, relevant authors, regions where the concept has been studied, fundamental characteristics of political advertising, and finally, future lines of research. The research uses a bibliometric analysis of 295 manuscripts extracted from Web of Science. The results suggest that the field of political advertising has been growing in the last five years. However, in Latin America, academic production is scarce. It is evident that the topics of greatest interest have revolved around the role that political advertising plays in promoting candidates and parties, the effects of the announcements on the electorate and the influence of aggressive or negative advertising.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis bibliométrico]]></kwd>
<kwd lng="es"><![CDATA[publicidad política]]></kwd>
<kwd lng="es"><![CDATA[marketing político]]></kwd>
<kwd lng="en"><![CDATA[bibliometric analysis]]></kwd>
<kwd lng="en"><![CDATA[political advertising]]></kwd>
<kwd lng="en"><![CDATA[political marketing]]></kwd>
</kwd-group>
</article-meta>
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