Broadcasting Politics in Chile: A Look at the 1988 Campaigns of Pinochet and the Plebiscite
Lindsay Hebert
College of Liberal Arts and Sciences
Abstract
This essay focuses on the role of two television ads used in the campaigns in conjunction with a 1988 constitutional referendum in Chile that sought to end President Augusto Pinochet Ugarte’s rule the following year. The fact that the country was slowly moving toward democracy coupled with Pinochet’s increasing unpopularity due to human rights violations, created a heatedly contentious situation. In an analysis of these two campaign ads, I draw on semiotics to look closely at the signs illuminated in each and argue that subtle and often hidden meanings are significant and make for a strong advertising strategy. An exploration of these two commercials is useful in understanding Latin American politics, specifically those of Chile, as well as the broader role of music in political advertisements.
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