Advertising violence: a study of reception

Abstract

Abstract Recently, publicity spots generally known as institutional messages with contents against the different forms of violence have been emitted in national television. This marks the beginning of campaigns that encourage tolerance and pacific coexistence. However, it’s necessary to know the result of those messages, if they have achieved their purpose, and if there is any indifference before the audience’s real violence. The broadcast of these spots highlights the country’s situation throughout more than 50 years of guerilla, paramilitary and other sources of violence; and it is presumed to propitiate tolerance culture, peace or civic culture through these messages. These paper aims to describe the impact of four spots emitted by Telecaribe, which try to show the violence suffered by children, women, elderly and handicapped, in grown up men of the communes 5 and 6 of Santa Marta city.