Cómo cambia el marketing la imagen social de la cocaína

José  Sixto García; María Salgueiro Santiso

doi:10.4185/10.4185/RLCS-64-2009-805-65-70

Authors

José Sixto García Complutense University of Madrid https://orcid.org/0000-0002-2988-0975
María Salgueiro Santiso Complutense University of Madrid

DOI:

https://doi.org/10.4185/10.4185/RLCS-64-2009-805-65-70

Keywords:

social marketing, social good, drugs

Abstract

The text evaluates the concept of marketing, specifically one of its sub-groups, social marketing, which focuses on achieving the common good of citizens and on instilling certain values in society. It takes as an example a campaign of the Spanish Ministry of Health to define and give shape to marketing techniques and methods employed in pursuit of the following objective: eradicating drug consumption among young people. The methodology used to carry out this theoretical evaluation is content analysis, given that this allows a systematic and objective study to be carried on the basis of measuring certain specific variables, namely the rhetorical tropes and figures of speech used and an analysis of the conformist elements in the text from a structuralist point of view.

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Author Biographies

José Sixto García, Complutense University of Madrid

José Sixto García is a researcher at the Faculty of Communication Sciences of the University of Santiago de Compostela.

He has a degree in Journalism from that University, where he has also obtained the Diploma of Advanced Studies and is doing his thesis on Marketing and Communication.

Among his research lines, institutional / organizational communication and marketing stand out. He recently he has published articles like "Cabinets that inform, means that ratify" or "The multimedia viewer".

María Salgueiro Santiso, Complutense University of Madrid

María Salgueiro Santiso has a degree in Journalism from the Faculty of Communication Sciences of the University of Santiago de Compostela in 2001 and a third-cycle student (thesis stage) at that same university.

She is a middle school teacher of processes and communication media. She carries out her research work mainly in the disciplinary field of Text Theory and Analysis, focusing on its application in Third Sector communication.

She participates in research projects related to the analysis of audiovisual media and the business world.

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