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This quantitative research work is based on a content analysis, through which elements that are used by the federal government were identified in the institutional campaign of spots “Mover a Mexico” as the routes of persuasion, the format, approach and issues managed. This study gives the possibility of identify the contents that make up the design of the spots and the arguments used to obtain attention and achieve different effects on the receivers. The study identified the use of the central persuasion route as predominant within the analyzed spots

Ruta central versus Ruta periférica. Análisis del proceso de persuasión en la campaña “Mover a México”