ADAPTACIONES ESTRATÉGICAS DE LA PUBLICIDAD INSTITUCIONAL GRUPO SOCIAL ONCE.

Mass media effectively construct images and stereotypes about social issues, especially in the case of advertisement, which is the strongest infopersuasion tool. With regard to disabilities, these representations are particularly sensitive. The discursive field in advertisement is greatly complex because of the diversity of interrelated elements that intervene in it and because of the convergence of semiotic and symbolic layers that participate in the process of understanding the message. This research aims to analyze the institutional advertisement discourses about people with disabilities since the creation of ONCE Social Group. To that end, this paper relies on two methodologies: a socio-semiotic analysis of the institutional marketing campaigns by Fundación Once broadcasted between 2018-2020 combined with open-form interviews with experts in the field of disabilities communication through three different perspectives: research, advertisement, and communication management. The results of this research suggest that the social advertisements of this organization contribute to configure their brand identity and offer a plural communicative proposal to enhance the social and professional integration of the collective. The institutional advertising discourse of ONCE Social Group ¡incorporates growing social values as well as a narrative that does not discriminate between individuals with or without disabilities. [ABSTRACT FROM AUTHOR]