CHARACTERISTICS OF THE AUDIOVISUAL SPOTS DURING THE STATE OF EMEGERCY IN SPAIN Manuscrito recibido: 31/08/2020 Aceptado: 24/03/2021

Abstract

The slogans have been gaining more and more importance in recent years due to their great persuasive capacity. Besides, with the new confinement situation, publicists have face the problem of changing their ads in order to adapt them to the context, despite of having not many resources. The aim of this research was to see which the characteristics of the slogan are from the perspective of the Theoretical Linguistics. In order to do that, 52 advertisements were selected from the YouTube account El Publicista and it was made a content analysis factoring of the next variables in 77 slogans: language, advertising, sector, element of influence of confinement, double slogan type of double slogan, total number of words, lexical density, brand presence, type of brand presence, orientation (product, consumer, brand), and figure of speech. These variables were inspired in the investigations of Garrido (2000), Garrido & Ramos (2006) and Garrido, Rey & Ramos (2012). In total, 77 slogans were analyzed. As results, it was not observed a significant change of the characteristics of the slogan according to previous investigations. Likewise, it was observed a high presence of the theme of confinement (54 slogans). It is proposed to keep making studies of slogans and to analyze the influence of them in social networks, as well as the new uses of hashtags that companies are adding to the ads in order to spread their campaigns