Análisis semiótico comparativo de la propaganda impresa utilizada por los principales candidatos de la campaña presidencial 2012 en Venezuela.

Abstract

This research compares semiotically images used in the printed propaganda of the candidates Henrique Capriles and Hugo Chavez during the presidential campaign 2012, in order to determinate the system of relations: differences and similarities between them. We used the Roland Barthes theory of Binary Model, centered on denoted and connoted message. Methodologically we proceeded to choose three pieces of the printed propaganda (newspaper ad, a poster and a hoarding) of the election campaign of each candidate. An analytical framework, based on the theory of Binary Model Roland Barthes, was applied to each of the pieces individually. It was concluded that the similarities are: the national flag as a symbol of patriotism, the lead character of the candidates, the messages of hope and optimism,pictures showing crowds in support and the absence of political parties, while among differences are the predominant colors (blue in Capriles campaign, red in Chavez campaign) the way the candidates are presented and the communication strategies: Capriles uses a message that stands for the reason-with the slogan: “There is a way “ - and Chavez uses an emotional one: “Homeland 's heart”.