Communication and image for an emotional vote

Demystifying a "truth" of the collective imaginary, which was in charge of creating and reproducing it, is not an easy task. When it comes to politics, it represents an even greater obstacle to know that the decisions made as reasonable citizens, do not always correspond to the realm of logical rationality; rather, they are influenced by a series of strategies aimed at encouraging something primitive of the human being: emotionality. This is the case of the electoral campaign led by Juan Zepeda, candidate to the Governorship of the State of Mexico for the period 2017-2023 for the Party of the Democratic Revolution, because with a series of political-electoral marketing strategies he managed to position himself in third place after 59 days of campaigning. This research intends to demonstrate through theory the type of campaign, which was of a playful nature, and the strategies employed, were to mobilize the emotional vote of the electorate; disguised as a myth, also built as a strategy, of a rational vote. It is a challenge as any social political research, since we open the debate to analyze eloquent speeches masked as rationality.