Institutional advertising in Spain: analysis of the campaigns of the Government about domestic violence (2006-2015)

Abstract

Institutional advertising is one of the tools that the government has to inform the public, to create opinions and to open discussions. In this article we have analyzed the institutional campaigns of the Government of Spain on domestic violence from 2006 to 2015, to determine the approach and evolution of these campaigns. In order to do that, we have used content analysis by reviewing the objectives of the campaigns, the materials used and their slogans. We discovered that campaigns have evolved, mainly in two aspects. First, they have gone from focusing on physical violence to reflect that gender violence includes different types of abuse. Secondly, they have changed form asking for the actions of the victim and his/her entourage to seek the involvement of the whole society.