PERSUASIVE NARRATIVES IN THE CORONAVIRUS CRISIS: EMOTIONAL SPRINGS TO INVOLVE YOUTH

One hundred spots aimed at sensitizing young Spaniards and Latin Americans to the coronavirus crisis are analyzed, relating female narratives with their objectives, character, emotions aroused and images, profiles and ages of the protagonists. Thus, proactive storytelling prevails, presented by subjects aged 18-35 years and intergenerational groups to persuade the audience to comply with health regulations, appealing to solidarity and empathy.