Resumo

CHIHU AMPARAN, Aquiles. La imagen del PRD en la campaña electoral del 2009. Cultura representaciones soc [online]. 2011, vol.6, n.11, pp.59-81. ISSN 2007-8110.

The image of the PRD in the 2009 election campaign. In this article the image that was projected by the leadership of PRD (Democratic Revolutionary Party) in the political spots broadcasted in the 2009 election campaign in México is analyzed. First, the so called "spot of forgiveness" is considered as part of a discursive strategy of image restoration. Then, the strategy of the "perredista"electoral discourse is inquired, mainly through the discourse of its President Jesus Ortega. Later, the spots of Mariana are analyzed. Finally, some of the events that characterized the PRD election campaign are described. The proposed model for the analysis of televised political ads includes three dimensions: a visual, a verbal and an aural framing.

Palavras-chave : Image restoration; public image; political ads; visual framing; verbal framing; aural framing.

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