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Narrativas de la crisis economica: el nacionalneoliberalismo en la publicidad espanola (2008-2017) Narrativas da crise economica: o neoliberalismo nacional na publicidade espanhola (2008-2017) Advertising, in addition to spreading discourses about products and brands, creates specific representations of society. Considering the economic crisis that Spain has been experiencing since 2008, this research aims to identify the narratives that have been produced about it in Spanish advertising between 2008 and 2017. Using a questionnaire administered to 45 advertising professionals in Spain, 31 spots that directly refer to the crisis have been identified. A qualitative content analysis inspired by narrative semiotics has been performed on these spots. Results show three dominant prototypical narratives that join together around two ideological trends: nationalism and neoliberalism. There are no story lines about the causes of the crisis or those responsible for it, while its solution is transferred to citizens, who must overcome it through cognitive and emotional changes and by being supportive with their kin. Those potentially critical elements of neoliberalism are neutralized by linking them with the discourses of political and economic elites. Para citar este articulo / to reference this article / para citar este artigo Ruiz, F. X.  y  Sanchez-Sanchez, C.  (2019). Narrativas de la crisis economica: el nacionalneoliberalismo en la publicidad espanola (2008-2017).  Palabra Clave, 22 (2), e2228. DOI:  10.5294/pacla.2019.22.2.8 Recibido: 05/03/2018 Aceptado: 06/11/2018

Narrativas de la crisis económica: el nacionalneoliberalismo en la publicidad española (2008-2017)