Ethical analysis of the Christmas spots from Loterías y Apuestas del Estado

Abstract

Advertising is under constant change in order to adapt to the public’s taste and necessities. In the last few years, there is a certain trend towards the use of emotions and ethical questioning as an advertising tool. This is called emotional marketing. Today’s consumer seeks to feel identified to be connected to the brands. It’s the case of the Christmas spots from Loterías y Apuestas del Estado, and therefore, the chosen organization as a case study for this final project. The Christmas’ Lottery has become a media and social phenomenon. Mostly since the end of the 90’s, with the appearance of the famous “Calvo de la Navidad”. In addition, after the effects of the 2014’s campaign, there is a sustainable change on the physiological axis of the ads. This project will cover an analysis of the adverts from SE REPITE 2014-2019 from Loterías y Apuestas del Estado, in relation to the Advertising Ethical Code made by AUTOCONTROL. The objective will be to contrast the last years’ performances with the most updated Ethical Code. The analysis will reflect whether the ads default on the ethical principles. And will study the social inclusion of the Christmas’ spots. Leading to conclusion, such as the default on some ethical principles through the misuse of five articles from the Ethical Code and the lack of social inclusion within the communicative arguments.