El ojo y la zeta: la propaganda electoral de José Luis Rodríguez Zapatero para las elecciones generales españolas de 2008

Abstract

In this paper I will analyze the 2008 electoral campaign of PSOE, comparing it to that of 2004. In both cases PSOE used strategies of advertising and branding. After the positive outcomes of 2004, in 2008 PSOE intensified its behaviour. Actually, if in 2004 PSOE invented the ZP logo, in 2008 it created a net of (aural, graphic, visual, verbal) signs indicating the significant z-a-p-a-t-e-r-o, the signified ‘zapatero’ and the referent ZAPATERO. The aim was increasing the visibility of the candidate and his (re)cognizability. With the same aim, PSOE took advantage of a structural feature of the media system as permeability, and of an intrinsic feature of discourse as dialogism.

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