出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：This work shows the importance of emotional appeal in persuasive medium for spots of Spanish traffic Department from 2007-2011, and I identify the emotions represented in the visual speech, the subject profile of these emotions, and their relationship with the object of spot. The methodology has been: content analysis, quantitative and qualitative, based on direct observation of a number of selected variables, and treated statistically, absolutely and in relation to other values.
其他摘要：This work shows the importance of emotional appeal in persuasive medium for spots of Spanish traffic Department from 2007-2011, and I identify the emotions represented in the visual speech, the subject profile of these emotions, and their relationship with the object of spot. The methodology has been: content analysis, quantitative and qualitative, based on direct observation of a number of selected variables, and treated statistically, absolutely and in relation to other values.
关键词：characters;emotions;Spanish Traffic Department;spot;advertising campaign.;personajes;emociones;Dirección General de Tráfico;spot;campaña publicitaria.
