{"id":8621,"date":"2020-12-08T16:41:21","date_gmt":"2020-12-08T22:41:21","guid":{"rendered":"https:\/\/comunicacion.uaa.mx\/revista\/?p=8621"},"modified":"2020-12-08T15:50:48","modified_gmt":"2020-12-08T21:50:48","slug":"no-la-estrategia-publicitaria-que-acabo-con-una-dictadura","status":"publish","type":"post","link":"https:\/\/comunicacion.uaa.mx\/revista\/?p=8621","title":{"rendered":"NO: La Estrategia Publicitaria que Acab\u00f3 con una Dictadura"},"content":{"rendered":"<p style=\"text-align: justify;\" align=\"justify\">&#8220;No&#8221; es una pel\u00edcula chilena de 2012 dirigida por Pablo Larra\u00edn y escrita por Pedro Peirano a partir de la obra de teatro in\u00e9dita &#8220;El plebiscito&#8221; de Antonio Sk\u00e1rmeta. El filme relata la campa\u00f1a del No en el plebiscito de 1988 y cuenta con un reparto encabezado por Gael Garc\u00eda Bernal, Alfredo Castro, Luis Gnecco, Antonia Zegers y N\u00e9stor Cantillana. En enero de 2013, se convirti\u00f3 en la primera cinta chilena candidata al \u00d3scar a la mejor pel\u00edcula extranjera.<\/p>\n<p style=\"text-align: justify;\" align=\"justify\">La pel\u00edcula &#8220;No&#8221; (2010) de Pablo Larra\u00edn cuenta la historia del plebiscito chileno de 1988 que podr\u00eda fin a la dictadura militarista de Augusto Pinochet.<\/p>\n<p style=\"text-align: justify;\" align=\"justify\">En ese plebiscito, el pueblo chileno ten\u00eda dos opciones: votar s\u00ed para extender el mandato del candidato \u00fanico del gobierno, o votar no para convocar elecciones democr\u00e1ticas.<\/p>\n<p style=\"text-align: justify;\" align=\"justify\">Al contrario de lo que puede parecer, m\u00e1s que enfocarse meramente en los intr\u00edngulis pol\u00edticos de aquel episodio, la pel\u00edcula tiene como punto de vista el desarrollo de la campa\u00f1a propagand\u00edstica por el NO. En otras palabras, se enfoc\u00f3 en los modos que encontr\u00f3 la sociedad chilena para vencer al miedo sembrado en 15 a\u00f1os de r\u00e9gimen autoritario. Uno de los axiomas m\u00e1s recurrentes de la publicidad es no utilizar comunicaci\u00f3n negativa. Y eso es justamente el argumento de No: la propuesta que un joven publicitario, acostumbrado a vender felicidad, impuso como estrategia contra Pinochet bajo el lema: Chile, la alegr\u00eda ya viene.<\/p>\n<p style=\"text-align: justify;\" align=\"justify\">Esta pel\u00edcula revive la fuerza simb\u00f3lica de un fen\u00f3meno referencial de Latinoam\u00e9rica. En medio de una regi\u00f3n que, como consecuencia de la frustraci\u00f3n social, se deja seducir eventualmente por los discursos autoritarios de izquierdas y derechas de toda clase, el relato de Larra\u00edn vuelve a recordar que existe una arma distinta a la fuerza y ampliamente efectiva: la valent\u00eda de la sociedad civil organizada.<\/p>\n<div class=\"likebtn_container\" style=\"\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_8621\"  data-lang=\"es\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/comunicacion.uaa.mx\/revista\/?p=8621\"  data-item_title=\"NO: La Estrategia Publicitaria que Acab\u00f3 con una Dictadura\"  data-item_image=\"https:\/\/comunicacion.uaa.mx\/revista\/wp-content\/uploads\/2020\/11\/Niet.jpg\"  data-item_date=\"2020-12-08T16:41:21-06:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.64\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/div>","protected":false},"excerpt":{"rendered":"<p>&ldquo;No&rdquo; es una pel&iacute;cula chilena de 2012 dirigida por Pablo Larra&iacute;n y escrita por Pedro Peirano a partir de la obra de teatro in&eacute;dita &ldquo;El plebiscito&rdquo; de Antonio Sk&aacute;rmeta. El filme relata la campa&ntilde;a del No en el plebiscito de 1988 y cuenta con un reparto encabezado por Gael Garc&iacute;a Bernal, Alfredo Castro, Luis Gnecco,&#8230;<\/p>\n<div class=\"likebtn_container\" style=\"\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_8621\"  data-lang=\"es\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/comunicacion.uaa.mx\/revista\/?p=8621\"  data-item_title=\"NO: La Estrategia Publicitaria que Acab\u00f3 con una Dictadura\"  data-item_image=\"https:\/\/comunicacion.uaa.mx\/revista\/wp-content\/uploads\/2020\/11\/Niet.jpg\"  data-item_date=\"2020-12-08T16:41:21-06:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.64\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/div>","protected":false},"author":107,"featured_media":8623,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[1100],"tags":[1272,152,2344,2348,2346,2345,2347],"class_list":["post-8621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cinefilia","tag-chile","tag-democracia","tag-dictaruda","tag-gael-garcia","tag-no","tag-pinochet","tag-plebiscito"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>NO: La Estrategia Publicitaria que Acab\u00f3 con una Dictadura - Noticias<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/comunicacion.uaa.mx\/revista\/?p=8621\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NO: La Estrategia Publicitaria que Acab\u00f3 con una Dictadura - Noticias\" \/>\n<meta property=\"og:description\" content=\"&ldquo;No&rdquo; es una pel&iacute;cula chilena de 2012 dirigida por Pablo Larra&iacute;n y escrita por Pedro Peirano a partir de la obra de teatro in&eacute;dita &ldquo;El plebiscito&rdquo; de Antonio Sk&aacute;rmeta. 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