Estrategias prafmáticas en la publicidad televisiva

Following Rosser Reeves, advertising proves to an audience that a product has some features that make it unique among its competitors; providing the viewer with a reason to buy it. In this article, taking into account both the empirical analysis of a corpus of 50 TV ads and the theories of the publicist David Bernstein (1974) and the pragmatist Paul Simpson (2001), we define two rhetorical procedures for laying out this kind of information: on one hand, we have reason ads that are direct, simple and clear; on the other, we have tickle ads that insinuate more than they say. We define both kind of rhetoric and we identify the predominant one that in a particular ad, analyzing the development of the discourse of the advertising and the type of information that comes up at each particular moment. Thus, two kinds of publicity will have been described but also elements that work as constituents of the commercial message will have been pointed out. This will allow us to predict its disposition taking into account the rhetorical strategy chosen by the publicist.Según Rosser Reeves, la información publicitaria muestra a la audiencia una(s) característica(s) diferenciadora(s) de la mercancía que la vuelven única frente a la competencia y le dan al televidente una «razón» para comprarla. En este artículo, a partir del análisis empírico de un corpus de 50 anuncios y partiendo de las aportaciones teóricas del publicista David Bernstein (1974) y del pragmatista Paul Simpson (2001), delimitamos dos formas retóricas de disponer esta información: por un lado, la retórica racional aborda las incertidumbres del televidente de una manera directa, simple y clara; por el otro, los anuncios emocional-sensoriales insinúan más que dicen. Definimos ambas retóricas e identificamos la predominante en un anuncio concreto a partir del análisis del desarrollo de los mensajes comerciales y del tipo de información que aparece en cada momento. De esta manera, no sólo describimos dos tipos de publicidad, sino que podremos señalar unos elementos básicos en la constitución del mensaje comercial y prever cuál será su disposición en el anuncio dependiendo de la estrategia que asuma el publicista

Photovoltaic installation design to power a 5G base station in La Graciosa, Spain

Las energías renovables representan soluciones sostenibles y ecológicas frente a los desafíos energéticos y ambientales actuales. Estas fuentes reducen nuestra dependencia de los combustibles fósiles y minimizan el impacto medioambiental. Este trabajo de final de grado se ha centrado en el diseño de una instalación fotovoltaica para una estación base 5G ubicada en Caleta del Sebo, en la isla de La Graciosa, España. Esta localidad, con su clima y características geográficas, presenta una oportunidad única para aprovechar la energía solar. Las estaciones bases son infraestructuras que permiten la comunicación entre la red y los dispositivos móviles. Para funcionar de la mejor manera y sin interrupciones, las BTS requieren una fuente de energía constante. En lugares remotos, como Caleta del Sebo, puede ser un desafío garantizar un suministro eléctrico constante a través de las redes convencionales. Ahí es donde entra la instalación fotovoltaica. Al diseñar un sistema de energía solar para alimentar la estación base, se busca aprovechar la energía renovable del sol para asegurar un funcionamiento constante de la estación. Por tanto, la BTS 5G necesita energía para funcionar y la instalación fotovoltaica proporciona esa energía adaptada a las diferentes condiciones de su ubicación. A través de este proyecto, no sólo se busca contribuir al avance tecnológico y sostenible de la zona, sino también presentar un modelo que pueda se pueda aplicar en otros contextos similares, potenciando el uso de energías renovables.Renewable Energies represent sustainable and ecological solutions against current energy and environmental challenges. These sources reduce our dependence on fossil fuels and minimize the environmental impact. In this final degree Project, I have focused on the design of a photovoltaic installation for a base station 5G located in Caleta del Sebo, on the La Graciosa’s Island, Spain. This location, with its climate and geographical characteristics, present a unique opportunity to take advantage of a solar energy. The base stations are infrastructure that allow communication between the network and mobile devices. To function in the best way and without interruptions, BTS require a constant energy source. In remote places, such as Caleta del Sebo, it can be a challenge to guarantee a constant electricity supply through conventional networks. That´s where photovoltaic installation enters. When designing a solar system to feed the base station, it seeks to take advantage of the renewable energy of the sun to ensure constant operation of the station. Therefore, the BTS 5G needs energy to function and the photovoltaic installation provides that energy in a sustainable and adapted way to the different conditions of its location. Through this Project, not only seeks to contribute to the technological and sustainable advance of the area, but also to present a model that can be applied in other similar contexts, enhancing the use of renewable energy.Grado en Ingeniería de Tecnologías de Telecomunicació

Utility and identity: an analysis of two rhetorical strategies in tv advertising

Abstract: Our starting point is the observation that television advertising sometimes attempts to persuade the viewer of the value of a product by showing how useful it will be to him in resolving a problem while, on other occasions, it does this by illustrating how it will help him to construct an identity which will be appreciated by himself and others (in this article, the convention of assuming that the communicator is female and the audience, male, will be followed). In accordance with the reason/tickle theory, the more the advertiser bases her strategy on the utility of the product, the closer her message will be to a prototypical reason ad. In contrast, the more she bases it on the capacity of the product to help the consumer to acquire a glamorous identity, the closer it will be to a prototypical tickle ad. In the first case, the advertisement is intended to address the viewer?s uncertainties directly, informing him efficiently about what is being sold to him and what use or savings it offers him. In the second case, meanwhile, the aim of the advertisement is to transmit the communicative intention of the advertiser and thus capture his attention. It will not, however, resolve the viewer?s uncertainties directly, but will rather base its relevance on its capacity to make him infer an array of weak implicatures which associate the product with a glamorous identity. This paper presents an in-depth analysis of nine advertisements, allowing us to describe in detail some specific cases which respond both to these two prototypes and to various points along the scale between them. The objectives are twofold: First, to offer the researcher a theory which allows him to make a thorough and rigorous analysis of the discursive nature of the television advertisement; and secondly, to use this theory to offer an explanation which responds to these characteristics of the above-mentioned strategies

Desarrollo de una aplicación informática para la determinación de la capacidad de paso de vehículos militares a través de puentes u obras civiles

El objetivo del presente Trabajo de Fin de Grado es determinar la capacidad de paso de los vehículos del Ejército de Tierra (ET) en plantilla por diversos puentes y otro tipo de obras civiles. Para ello se ha desarrollado una aplicación informática que utiliza los procedimientos doctrinales actuales del ET y de otros países de la OTAN para obtener la clasificación militar de vehículos de ruedas y cadenas y la clasificación militar de puentes y obras civiles. La ejecución del programa se basa en la petición al usuario de datos sobre las características básicas del puente y de los vehículos que lo transitan. A partir de dichos datos el programa calcula automáticamente un resultado para sus respectivas MLC y agiliza, a la vez que facilita, la toma de decisiones del Jefe de la Unidad.<br /

Combate en Zona Desértica

El combate en zona desértica es una capacidad muy necesaria en nuestro ejército actualmente, que requiere distintas adaptaciones del combatiente, de los materiales que emplea y de los procedimientos y las tácticas con los que se desarrolla la maniobra. El objetivo principal de este trabajo es colaborar a la mejora de esta capacidad en los escalones más bajos del Ejército de Tierra, el nivel táctico. El desarrollo del mismo ha tenido lugar en un entorno único de convivencia durante seis semanas en la Sección Desierto del Regimiento de Infantería Ligera “Soria” nº9, que dedica parte de su instrucción al desarrollo de esta capacidad. Para analizar la Sección Desierto y los aspectos más importantes del combate en zona desértica hoy en día, se ha utilizado metodología cualitativa basada en estudio de caso, mediante las herramientas de observación participante y entrevistas. Además, se ha realizado una comparación, utilizando métodos de jerarquización analítica AHP, de la Sección Desierto (A) y otra propuesta ad hoc (B) en este trabajo. Los resultados obtenidos muestran que los criterios más importantes priorizados por los expertos participantes para valorar las capacidades de ambas secciones han sido la movilidad, la autonomía logística y los medios de detección, observación, navegación y transmisiones. La investigación y comparación sugieren la necesidad de mejorar e implementar materiales como vehículos y medios de observación en movimiento (UAV) para pequeñas unidades ligeras. Es preciso mejorar también la instrucción motorizada de las unidades en aspectos de mecánica, recuperación y conducción, así como elevar la capacidad de realizar el soporte vital de combate en todas las unidades, complementando todo ello con las lecciones aprendidas de los últimos años del combate en zonas desérticas y semidesérticas. Estos resultados son innovadores y podrían ser de gran utilidad, si se estima conveniente, para futuras transformaciones orgánicas y operativas de unidades de infantería de cara al combate en zonas desértica

Adiciones y revisiones al Atlas de la flora vascular silvestre de Burgos, VIII

Se mencionan 44 táxones con citas y comentarios referidos a su existencia en la provincia de Burgos. De ellos 3 suponen una novedad para el catálogo provincial.44 Taxa with either quotations or remarks, related to their existence within the province of Burgos, are mentioned. 3 out of these aforementioned ones mean a novelty value for the provincial catalogue

Patient-Tailored In Silico 3D Simulations and Models From Electroanatomical Maps of the Left Atrium

Proceeding of 2018 Computing in Cardiology Conference (CinC), September 23-26, 2018, Maastricht, The NetherlandsThe mechanisms underlying atrial fibrillation (AF) are still under debate, making treatments for this arrhythmia remain suboptimal, with most treatments applied in a standard fashion with no patient personalization. Recent technological advances in electroanatomical mapping (EAM) using multi-electrode catheter allow the physicians to better characterize the substrate, thanks to a better spatial resolution and higher density of acquisition points. Taking advantage of this technology, we describe a workflow to build personalized electrophysiological atrial models for AF patients. We seek to better predict the outcome of a treatment and study the AF problem in a more specific scenario. We generated physiological 3D models from the EAM data using hexahedral meshing of element size 300μm, and added fiber orientation based on a generic model. We used the local activation time (LAT) maps performed in sinus rhythm (SR) to estimate the conduction velocity (CV) of the regions in the atrium with a new method that combines the LATs of neighboring tissue as the average CV of triplets of points. We also characterized the cellular model by Maleckar et al. in terms of longitudinal conductivity and CV to personalize the atrial models. We were able to simulate SR and AF scenarios on the personalized models, and we generated a database of atrial models for future analysis.This work has been partly supported by MINECO/FEDER (ADVENTURE, id. TEC2015-69868-C2-1-R), Co munidad de Madrid (CASI-CAM-CM, id. S2013/ICE-2845), Centro de Investigación Biomédica en Red (CIBER), proyecto DPI2016-75458, and the Programa Prometeo, Generalitat Valenciana, Award Number: 2016/088.Publicad

Prepulse Inhibition in Cocaine Addiction and Dual Pathologies

Cocaine addiction is frequently associated with different psychiatric disorders, especially schizophrenia and antisocial personality disorder. A small number of studies have used prepulse inhibition (PPI) as a discriminating factor between these disorders. This work evaluated PPI and the phenotype of patients with cocaine-related disorder (CRD) who presented a dual diagnosis of schizophrenia or antisocial personality disorder. A total of 74 men aged 18–60 years were recruited for this research. The sample was divided into four groups: CRD (n = 14), CRD and schizophrenia (n = 21), CRD and antisocial personality disorder (n = 16), and a control group (n = 23). We evaluated the PPI and other possible vulnerability factors in these patients by using different assessment scales. PPI was higher in the CRD group at 30 ms (F(3, 64) = 2.972, p = 0.038). Three discriminant functions were obtained which allowed us to use the overall Hare Psychopathy Checklist Revised score, reward sensitivity, and PPI at 30 ms to predict inclusion of these patients in the different groups with a success rate of 79.7% (42.9% for CRD, 76.2% for CRD and schizophrenia, 100% for CRD and antisocial personality disorder, and 91.3% in the control group). Despite the differences we observed in PPI, this factor is of little use for discriminating between the different diagnostic groups and it acts more as a non-specific endophenotype in certain mental disorders, such as in patients with a dual diagnosis

Cytotoxicity study of bakery product melanoidins on intestinal and endothelial cell lines

Melanoidins contribute to organoleptic properties of processed foods and exert benefits in health. The aim of this study was to isolate and characterize melanoidins from baked products (common bread, soft bread and biscuits), evaluate their cytotoxicity and determine their suitability as functional additives. Extraction yield, spectrophotometric characteristics, colorimetric properties, antioxidant capacity, and cytotoxicity of melanoidins were assessed. Among the studied products, soft bread had the highest extraction throughput. Melanoidins from biscuit showed the highest antioxidant capacity, closely followed by those of soft bread. Melanoidins did not exert cytotoxic effects on Caco-2 and HUVEC cells (viability was >80%). Nevertheless, incubation of HUVEC cells with melanoidins from common bread and biscuit slightly decreased viability, whereas gastrointestinal digestion of such melanoidins softened the decrease in cell viability. This study point to soft bread as a safe and efficient source of melanoidins, that could be potentially used in the future as functional ingredient.Autonomous Government of Castilla y León and FEDER (JCyL/FEDER) BU243P1

Dynamic reflective color pixels based on molybdenum oxide

Active materials which show phase transitions, usually known as Phase Change Materials (PCM), have paved the way to a new generation of reconfigurable plasmonic platforms. Tunable color devices have experienced a great development in the recent years. In particular, reflective color filters can take advantage from sunlight to select and reflect a specific resonant wavelength in the visible spectrum range. Reflective displays are usually structural color filters based on asymmetric Fabry-Perot cavities (AFPCs). For a fixed geometry, most of AFPCs filters generate static color, limiting their potential as tunable color devices. Dynamic color is achieved by introducing an active layer whose optical properties can be modulated by an external stimuli. In this paper, we propose AFPCs based on molybdenum oxide (MoOx, 2<x<3) to achieve switchable on/off color reflective pixels. On and off states of the pixels are controlled through the stoichiometry of the MoOx layer.This work has received funding from the European Union’s Horizon 2020 research and innovation program under grant agreement (No 899598 – PHEMTRONICS)