Legal analysis of institutional advertising: study of properties nominated in the campaign Marca Peru

Abstract

Creatives must ensure a high degree of persuasion. However, this persuasive purpose must be consistent with the pursuit of true communication that tends to seek common training community well. Thus to speak of a quality advertising campaign is needed not only to have technical or pragmatic elements effective, but are cared for evaluative elements. In the present investigation was considered the analysis of television advertising pieces of the launch campaign Marca Peru from the perspective of Communication Law, which allows to study each constituent elements of the message, in order to understand how good publicity may contribute to the formation of community.