Practices and limits of advertising: A proposal of critical inquiry towards political campaigns

Abstract

Interest in studying political advertising campaigns has grown in recent years, mainly in the United States (Daignault, Soroka, and Giasson, 2013). Likewise, approaching advertising from a critical angle has become very important (Hamilton, Bodle and Korin, 2017). The present makes a proposal to address what would be the tools and mechanisms of empathy and experience under which the advertising campaign of a presidential candidate in Mexico communicated with its target audience and what effects it caused in their groups of interest. The results show that it is a topic that is not widely addressed internationally and even more so in our country, and therefore proposes a methodology composed of various techniques and under a critical analysis, to be able to reflect on the invasion of privacy and lack of ethics that certain political campaigns have.