Analysis of the institutional advertising on AIDS of the Government of Spain from the socialist era of Zapatero to the conservative of Mariano Rajoy

Abstract

Introduction: In the present article, we analyze the HIV-AIDS campaigns carried out by the Spanish Ministry of Health from the socialist era, in 2005-2011 to the Popular Party stage, 2011-2017. Objectives: To compare the investment in institutional advertising to over more than a decade and the messages to inform and prevent the AIDS by the Popular Party and PSOE. Methodology: Content analysis of the campaigns carried out in this period, focuse on the budget allocated, analysis of the centerpiece of the campaign, as well as on other variables such as means and supports employees, belonging to a plan of communication, target audience, duration and impact on society. Results: We also appreciate the decrease in investment, a change in the focus of the campaigns according to the ideological line of the executive and an evolution in the media with the incorporation of social networks and other technologies. Conclusion: The largest investments in institutional advertising occur during the socialist mandate, the subjects to whom these campaigns are directed vary according to the ideological line of the executive and the messages are intensified according to the impact on society.