Los valores en la publicidad impresa. Análisis de “XLSemanal”

This paper is within the study of social values in print advertising. It shows a descriptive and comparative analysis of the perceived social values in the copywriting of published ads in the XLSemanal of year 2012, Spanish magazine with more diffusion in Spain according to Estudio General de Medios and OJD. Social values determine the coexistence of people and the mass media are a factor of social change, they are at the service of advertising for economic reasons. Advertisers try to make effective ads, which is why they use strategies increasingly elaborated applying the results of sociological and market studies on customs and values of the population. This situation justifies this research. The positioning of the different values according to their participation in different sectors has been studied using the technique of Multidimensional Scaling (MDS), allowing to determine the values that are within the set and secondly which are separated from the group.