A sociosemiotic analysis of 184 TV advertisements for nine different NGOs for Development has been carried out. The adverts were broadcast on the Spanish television between 1986 and 2010 and were put in by the following NGOs: Cruz Roja, Unicef, Intermón Oxfam, Médicos sin fronteras, Ayuda en Acción, Intervida, Manos Unidas, Anesvad and África Directo. In the analysis, the theory of postmodern branding has been applied to TV advertising for NGDOs. Discourse, narratives and values have been examined taking into account the threefold dimension of advertisements –textual, intertextual and extratextual features.... [Leer más...]