Análisis del Spot Publicitario la Bicicleta Difundido en la Presidencia de Rafael Correa

This research work aims to analyze the visual and verbal elements that were handled behind the broadcasting of the advertising spot La Bicicleta, built and transmitted during the presidency of Rafael Correa, as part of the 2013 presidential campaign. In Latin America, 21st century socialism originated in countries such as Venezuela, Bolivia, Argentina and Ecuador. At the end of the twentieth century and the beginning of the twenty-first century, after the crises that were occurring in these countries. The discursive construction of 21st century socialism includes in its proposals discursive elements that seek to oppose the ideological and political sense of neoliberalism; with ideas that refer to human development, participatory and protagonist democracy, where citizens directly influence political decisions.