ABSTRACT
The purpose of this analysis is to offer a retrospective examination of the behavior of the Bolivarian Government of Venezuela, qua advertiser, in the period between 1999 and 2018. This chapter looks at the evolution of institutional advertising deployed during those two decades, examining it under the prism of the so-called Government Communication Routines (RCG, for its acronym in Spanish), and the creation and development of the “Bolivarian Government Brand” through three perspectives:
The economic perspective, with a focus on the financial investment, assuming as a premise the government’s condition as the country’s main advertiser.
The political perspective, focused on the public character of communication, considering the importance of the administration of institutional advertising under the criteria of equity and transparency, outside the pretensions of (direct and indirect) political control and censorship.
The symbolic perspective, focused around government image-related campaigns, which have represented communicational milestones during the time period under consideration, whose iconographic references support management brands, creative syntheses, and visual narratives with ideological content for the mobilization of forces both domestic and international.
