La publicidad institucional del gobierno de España para el día internacional de la mujer. Estrategias comunicativas y construcción de valores inclusivos

This paper analyses some audiovisual advertisements promoted by the Spanish Ministry of Equality for International Women's Day with the aim of understanding the type of representation offered of women, the themes used and the aims pursued. The qualitative analysis will be carried out using a multidisciplinary approach, based on pragmalinguistic, multimodal and persuasive rhetoric analysis. After a brief explanation of what is meant by institutional advertising, the work will examine the audiovisual advertisements produced for this day between 2020 and 2024. The study will investigate what themes the current Ministry addresses to celebrate International Women's Day, how equality policies are communicated to citizens and through which communicative and discursive strategies. The general research question to be answered through the analysis is to what extent and through what kind of discourse the Spanish government uses the institutional publicity campaigns of 8M to present and construct a new sphere of social values about women that are accepted by society.