Análisis del discurso visual del spot publicitario de Guillermo Lasso: caso encontrarnos en la vida

Abstract

This research work consists of analyzing the visual discourse of the spot "Finding ourselves in life" of Guillermo Lasso's 2020 political campaign. As a methodology, the qualitative approach was implemented, in order to have solid bases of authors to analyze the visual discourse having As a starting point the elements of audiovisual language and for data collection, the observation sheet was used as an instrument, a procedure that is based on filling in the file based on the study developed to the media that are part of this analysis, achieving in this way solid information. This research has concepts that will strengthen and enrich in a greater degree of knowledge in the audiovisual subject. With the results of this work, The visual discourse present in the spot “Finding ourselves in life” is presented in a productive way, managing to reinforce and enrich the message. The importance of managing audiovisual language lies in the adequate use of the elements of the morphological and syntactic aspect, which provide support to the story, managing to capture the attention and arouse the interest in the viewer, as well as the good performance of the syntactic aspects influencing its meaning. final managing to get the message in a dynamic way.