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This research analyzes the persuasive strategies used by the electoral broadcasts of the nine political parties that contended for Guadalajara’s mayor’s office in 2015, as well as those from the independent delegate candidate, Pedro Kumamoto. For this endeavor, Arantxa Capdevila’s methodological proposal and some contributions from film theory and film aesthetics were recovered, since the article discusses audiovisual products intimately linked to this cinematic tradition. KeywoRds: Political communication, political propaganda, tv spots, rhetoric, aesthetics.

Las estrategias persuasivas en la propaganda electoral. Análisis de los spots televisivos transmitidos durante la Campaña Electoral Jalisco 2015