El poder emocional de las campañas publicitarias conceptualizadas con dichos y refranes populares: El caso de la cerveza Poker en Colombia

This work proposes an approach to the effectiveness and emotional power of advertising campaigns to generate insights or relevant experiences in consumers through elements of popular culture in Colombia. The case of Poker beer and its impact on different groups of the Colombian public is analyzed. The main objective is to evaluate the emotional connection generated by Poker advertising campaigns in relation to their conceptualization of friendship and the use of popular sayings and proverbs, through the application of qualitative research and neuromarketing techniques. The Poker brand has constantly evolved based on its promise of value, moving from a completely logical and rational conception of the characteristics of the product to a completely emotional and intuitive conception based on vital experiences of the daily life of the Colombian public. It is validated that the line of the communicational message that they have developed based on sayings and proverbs has had a great impact on people, has generated a positive perception and greater engagement of them towards the brand. This research has responded to the objective set at the beginning of this work regarding the evaluation of the effectiveness of beer advertising campaigns conceptualized with Colombian sayings or proverbs and the emotional connection they generate in the public.Este trabajo propone un acercamiento a la efectividad y al poder emocional de las campañas publicitarias para generar insights o experiencias relevantes en los consumidores a través de elementos de la cultura popular en Colombia. Se analiza el caso de la cerveza Poker y su impacto en diferentes grupos del público colombiano. El objetivo principal es evaluar la conexión emocional que generan las campañas publicitarias de Poker en relación con su conceptualización sobre la amistad y el empleo de dichos y refranes populares, mediante la aplicación de técnicas de investigación cualitativa y de neuromarketing. La marca Poker ha evolucionado constantemente en función de su promesa de valor, pasando de una concepción completamente lógica y racional de las características del producto a una concepción completamente emocional e intuitiva basada en experiencias vitales de la vida cotidiana del público colombiano. Se valida que la línea del mensaje comunicacional que han desarrollado basado en refranes y proverbios ha tenido un gran impacto en las personas, ha generado una percepción positiva y mayor engagement de ellas hacia la marca. Esta investigación ha dado respuesta al objetivo planteado al inicio de este trabajo en cuanto a la evaluación de la efectividad de las campañas publicitarias de cerveza conceptualizadas con refranes o proverbios colombianos y la conexión emocional que generan en el público

El poder emocional de las campañas publicitarias conceptualizadas con dichos y refranes populares: El caso de la cerveza Poker en Colombia

This work proposes an approach to the effectiveness and emotional power of advertising campaigns to generate insights or relevant experiences in consumers through elements of popular culture in Colombia. The case of Poker beer and its impact on different groups of the Colombian public is analyzed. The main objective is to evaluate the emotional connection generated by Poker advertising campaigns in relation to their conceptualization of friendship and the use of popular sayings and proverbs, through the application of qualitative research and neuromarketing techniques. The Poker brand has constantly evolved based on its promise of value, moving from a completely logical and rational conception of the characteristics of the product to a completely emotional and intuitive conception based on vital experiences of the daily life of the Colombian public. It is validated that the line of the communicational message that they have developed based on sayings and proverbs has had a great impact on people, has generated a positive perception and greater engagement of them towards the brand. This research has responded to the objective set at the beginning of this work regarding the evaluation of the effectiveness of beer advertising campaigns conceptualized with Colombian sayings or proverbs and the emotional connection they generate in the public.Este trabajo propone un acercamiento a la efectividad y al poder emocional de las campañas publicitarias para generar insights o experiencias relevantes en los consumidores a través de elementos de la cultura popular en Colombia. Se analiza el caso de la cerveza Poker y su impacto en diferentes grupos del público colombiano. El objetivo principal es evaluar la conexión emocional que generan las campañas publicitarias de Poker en relación con su conceptualización sobre la amistad y el empleo de dichos y refranes populares, mediante la aplicación de técnicas de investigación cualitativa y de neuromarketing. La marca Poker ha evolucionado constantemente en función de su promesa de valor, pasando de una concepción completamente lógica y racional de las características del producto a una concepción completamente emocional e intuitiva basada en experiencias vitales de la vida cotidiana del público colombiano. Se valida que la línea del mensaje comunicacional que han desarrollado basado en refranes y proverbios ha tenido un gran impacto en las personas, ha generado una percepción positiva y mayor engagement de ellas hacia la marca. Esta investigación ha dado respuesta al objetivo planteado al inicio de este trabajo en cuanto a la evaluación de la efectividad de las campañas publicitarias de cerveza conceptualizadas con refranes o proverbios colombianos y la conexión emocional que generan en el público

Assessment of glial activation response in the progress of natural scrapie after chronic dexamethasone treatment

Neuroinflammation has been correlated with the progress of neurodegeneration in many neuropathologies. Although glial cells have traditionally been considered to be protective, the concept of them as neurotoxic cells has recently emerged. Thus, a major unsolved question is the exact role of astroglia and microglia in neurodegenerative disorders. On the other hand, it is well known that glucocorticoids are the first choice to regulate inflammation and, consequently, neuroglial inflammatory activity. The objective of this study was to determine how chronic dexamethasone treatment influences the host immune response and to characterize the beneficial or detrimental role of glial cells. To date, this has not been examined using a natural neurodegenerative model of scrapie. With this aim, immunohistochemical expression of glial markers, prion protein accumulation, histopathological lesions and clinical evolution were compared with those in a control group. The results demonstrated how the complex interaction between glial populations failed to compensate for brain damage in natural conditions, emphasizing the need for using natural models. Additionally, the data showed that modulation of neuroinflammation by anti-inflammatory drugs might become a research focus as a potential therapeutic target for prion diseases, similar to that considered previously for other neurodegenerative disorders classified as prion-like diseases

Serial macromolecular crystallography at ALBA Synchrotron Light Source

12 pags., 4 figs., 2 tabs. -- Addenda and errata: https://journals.iucr.org/s/issues/2022/03/00/rv5160/rv5160.pdfThe increase in successful adaptations of serial crystallography at synchrotron radiation sources continues. To date, the number of serial synchrotron crystallography (SSX) experiments has grown exponentially, with over 40 experiments reported so far. In this work, we report the first SSX experiments with viscous jets conducted at ALBA beamline BL13-XALOC. Small crystals (15-30 μm) of five soluble proteins (lysozyme, proteinase K, phycocyanin, insulin and α-spectrin-SH3 domain) were suspended in lipidic cubic phase (LCP) and delivered to the X-ray beam with a high-viscosity injector developed at Arizona State University. Complete data sets were collected from all proteins and their high-resolution structures determined. The high quality of the diffraction data collected from all five samples, and the lack of specific radiation damage in the structures obtained in this study, confirm that the current capabilities at the beamline enables atomic resolution determination of protein structures from microcrystals as small as 15 μm using viscous jets at room temperature. Thus, BL13-XALOC can provide a feasible alternative to X-ray free-electron lasers when determining snapshots of macromolecular structures.The following funding is acknowledged: Ayuda de Atracciony Retencion de Talento Investigador" from the Community of Madrid (scholarship No. 2019-T1/BMD-15552); STC Programof the National Science Foundation through BioXFEL (awardNo. 1231306); the Centre for Applied Structural Discovery(CASD) at the Biodesign Institute at Arizona State University; the Spanish Ministry of Science and Innovation, grants EQC2021-007532-P, PID2020-117028GB-I00, BIO2016-77883-C2-2-

ARID2 deficiency promotes tumor progression and is associated with higher sensitivity to chemotherapy in lung cancer

The survival rate in lung cancer remains stubbornly low and there is an urgent need for the identification of new therapeutic targets. In the last decade, several members of the SWI/SNF chromatin remodeling complexes have been described altered in different tumor types. Nevertheless, the precise mechanisms of their impact on cancer progression, as well as the application of this knowledge to cancer patient management are largely unknown. In this study, we performed targeted sequencing of a cohort of lung cancer patients on genes involved in chromatin structure. In addition, we studied at the protein level the expression of these genes in cancer samples and performed functional experiments to identify the molecular mechanisms linking alterations of chromatin remodeling genes and tumor development. Remarkably, we found that 20% of lung cancer patients show ARID2 protein loss, partially explained by the presence of ARID2 mutations. In addition, we showed that ARID2 deficiency provokes profound chromatin structural changes altering cell transcriptional programs, which bolsters the proliferative and metastatic potential of the cells both in vitro and in vivo. Moreover, we demonstrated that ARID2 deficiency impairs DNA repair, enhancing the sensitivity of the cells to DNA-damaging agents. Our findings support that ARID2 is a bona fide tumor suppressor gene in lung cancer that may be exploited therapeutically.Financial Support: I. V. is supported by SAF2012-31627 and SAF2016-76758-R grants from the Spanish Ministerio de Economía y Competitividad (MINECO), by a Fundación Ramón Areces grant and by ERC2014-StG637904 grant from the European Research Council. I. V has been awardee of the Programa Ramón y Cajal (MINECO, Spain). T. M has been awardee of the Ayudas para la contratación de investigadores predoctorales (MINECO, Spain). B. M is awardee of the Ayudas para la formación de profesorado universitario (FPU, Ministerio de Educación y Formación Profesional, Spain). PC laboratory is supported by grant SAF-2015-63638R (MINECO/FEDER, UE); by Centro de Investigación Biomédica en Red de Cáncer (CIBERONC) and by Asociación Española Contra el Cáncer (AECC), grant GCB141423113. BC has been supported by a Retos Jóvenes Investigadores grant SAF2015-73364-JIN (AEI/FEDER, UE) and a grant from Fundación Francisco Cobos. P. S. is supported by the Francis Crick Institute, which receives its core funding from Cancer Research UK (FC001152), the UK Medical Research Council (FC001152). HUCA/IUOPA which is jointly financed by Servicio de Salud del Principado de Asturias, Instituto de Salud Carlos III and Fundación Bancaria Cajastur. This research was funded in part by the Wellcome Trust [FC001152]

Recursos para la integración de la investigación científica y profesional en la docencia de posgrado. El caso del máster oficial universitario en comunicación de las organizaciones de la UCM

Con la participación de todos los actores implicados, el proyecto registra, sistematiza e impulsa la integración de la investigación académica y profesional, produciendo recursos que ayudarán a consolidar el programa de posgrado Mást.CO. Se han producido 6 recursos: para llevar a cabo investigación académica y profesional en el ámbito de la comunicación de organizaciones, para utilizar las fuentes de la biblioteca, para realizar planes de comunicación de organizaciones, para realizar el informe ejecutivo ante un cliente, y para elaborar un plan e sesiones extraordinarias que acerque la academia y la profesión en el Máster de Comunicación de Organizaciones

High efficacy of Sofosbuvir plus Simeprevir in a large cohort of Spanish cirrhotic patients infected with genotypes 1 and 4

[Abstract] Background and Aims. Hepatitis C (HCV) therapy with Sofosbuvir (SOF)/Simeprevir (SMV) in clinical trials and real‐world clinical practice, showed high rates of sustained virological response (SVR) in non‐cirrhotic genotype (GT)‐1 and GT‐4 patients. These results were slightly lower in cirrhotic patients. We investigated real‐life effectiveness and safety of SOF/SMV with or without ribavirin (RBV) in a large cohort of cirrhotic patients. Methods. This collaborative multicentre study included data from 968 patients with cirrhosis infected with HCV‐GT1 or 4, treated with SOF/SMV±RBV in 30 centres across Spain between January‐2014 and December‐2015. Demographic, clinical, virological and safety data were analysed. Results. Overall SVR was 92.3%; the majority of patients were treated with RBV (62%) for 12 weeks (92.4%). No significant differences in SVR were observed between genotypes (GT1a:94.3%; GT1b:91.7%; GT4:91.1%). Those patients with more advanced liver disease (Child B/C, MELD≥10) or portal hypertension (platelet count≤100×109/L, transient elastography≥21 Kpa) showed significantly lower SVR rates (84.4%‐91.9%) than patients with less advanced liver disease (93.8%‐95.9%, P<.01 in all cases). In the multivariate analysis, the use of RBV, female gender, baseline albumin≥35 g/L, MELD<10 and lack of exposure to a triple therapy regimen were independent predictors of SVR (P<.05). Serious adverse events (SAEs) and SAE‐associated discontinuation events occurred in 5.9% and 2.6%. Conclusions. In this large cohort of cirrhotic patients managed in the real‐world setting in Spain, SOF/SMV±RBV yielded to excellent SVR rates, especially in patients with compensated liver cirrhosis. In addition, this combination showed to be safe, with low rates of SAEs and early discontinuations.Instituto de Salud Carlos III; PI15/0015

Aprenentatge de l’alumnat amb estudi de casos per a la detecció i intervenció en violència masclista en el Pràcticum del Grau d’Infermeria.

Aquesta publicació és l'informe final del projecte d'innovació docent "Aprenentatge de l’alumnat amb estudi de casos per a la detecció i intervenció en violència masclista en el Pràcticum del Grau d’Infermeria."Codi del projecte: 2022PID-UB/002El projecte d’innovació docent s’ha realitzat amb el suport del programa RIMDA de la Universitat de Barcelona, i té com a propòsit capacitar a l’alumnat que cursa l’assignatura Pràcticum del Grau en Infermeria en la detecció i intervenció de les dones, fills i filles que han patit, pateixen o poden patir violència masclista (VM). En aquest projecte d’innovació docent plantegem que l’alumnat, mitjançant la metodologia de l’estudi de casos, desenvolupi les competències transversals de la UB de capacitat d'aprenentatge i responsabilitat, i la de treball en equip. A més, algunes de les dimensions competencials específiques de la titulació d’Infermeria, considerant el proporcionar un tracte digne en les seves intervencions a la persona i grup, amb independència de l’ètnia, religió, cultura, formació, nivell social, sexe, orientació sexual i identitat gènere. L’àmbit sanitari és un entorn ideal per a la detecció de casos de VM, degut a que la població sempre hi acudirà almenys en alguna ocasió al llarg de la seva vida. A més, en aquest context infermeria té un paper clau i rellevant per a la seva detecció i la realització de l’atenció en salut a les dones i infants que són o han estat víctimes. Per tot això, hem implementat en l’àmbit de la formació de les pràctiques clíniques curriculars, una estratègia docent que potencií l’aprenentatge reflexiu i col·laboratiu, i que capaciti inicialment a l’alumnat en la detecció i intervenció a les dones i als infants que són o han estat víctimes de VM.Universitat de Barcelona. Programa de Recerca, Millora i Innovació en la Docència i l’Aprenentatge (RIMDA). 2022PID-UB/00