Los spots de la campaña presidencial de López Obrador

Abstract

This article presents an audiovisual framing model for televised political spots. The spots of a presidential candidate were interpreted in the context of the 2006 presidential elections in Mexico and a political advertising typology is proposed according its functions and the emission moments during the campaign phases: presentation ads, government proposals ads, attacks ads, defense ads and campaign closing ads. This audiovisual model denotes that the image and identity candidate´s are created in a symbolic process that emit a tridimensional message: aural, verbal and visual.