Resumen de Axiological relationships between audio-visual political and commercial messages in Spain from 2008 to 2015

José Luis Hernández Olmedo

• Politics and commerce are fundamental activities for the development of a society. This article proposes that the two are interrelated, and the proof of it are the values that are included in their respective discourses. This article describes the axiological relationships of both typologies, through a rhetorical root analysis model designed to identify values. To exemplify these relationships, we will examine the spots of election cycles in Spain for 2008, 2011 and 2015. With this information, a values map will be drawn, and the function of the persuasive process in mass communication will be defined through a new construct called the Axiological Conversion Thesis (ACT). This article may be of interest to the fields of economics and politics, as it attempts to identify links between the public and the private, and concludes that according to contemporary audio-visual messages, commercial product brands and political parties have more points in common than differences.