A little rock&love. Creative resources used by brands in mobile advertising

Los cambios sociológicos, culturales y simbólicos que se han producido en la era digital han tenido una gran repercusión en el ámbito de la comunicación y evidencian que es necesario que las marcas tracen nuevos caminos en su búsqueda para conectar con sus públicos. Ante esta realidad, nuestra propuesta de rock&love apuesta por un modo diferente de aproximarse a los públicos, más en sintonía con las nuevas posibilidades que brinda el contexto digital. Este artículo presenta una investigación en la que se parte de la hipótesis de que la comunicación para móviles —vehiculada a través de apps principalmente— es el terreno idóneo para que las marcas se comporten de acuerdo a los postulados del rock&love y tiene como principal objetivo la identificación de los factores que permiten determinar cuáles son los recursos creativos que responden a los conceptos de rock y love. Para ello, se ha realizado un análisis de contenido a un corpus de trabajo compuesto por las campañas ganadoras del Festival Cannes Lions 2014 en la categoría de campañas móviles (mobile). Los resultados de la investigación, efectivamente, verifican los recursos creativos que responden al postulado del rock&love en la comunicación publicitaria para móviles.The sociological, cultural and symbolic transformations that have taken place in the digital age have had a major impact in media, and show that brands need to look for new paths to connect with their audiences. Within this context, our rock&love proposition aims for a different way of approaching the public, in tune with the new possibilities offered by the digital context. This article presents a research in which we depart from the assumption that mobile media —apps, mainly— set the ideal ground for brands to behave according to the principles of rock&love. Its main objetive is the identification of the creative resources that respond to the concepts of rock and love. We have carried out a content analysis of a body of work consisting of the winning campaigns of Cannes Lions Festival 2014 in the mobile category. Results verify the creative resources that respond to the postulates of rock&love in mobile advertising campaigns

Autoavaluació de competències transversals a l'assignatura d'anestesiologia mitjançant l'ABP

L'EEES incideix en la necessitat de contemplar les competències transversals en la formació de pregrau. A l'assignatura optativa de pregrau d'Anestesiologia apliquem l'ABP des de l'any 2001, i ens qüestionem cóm són les competències basals dels estudiants i si les fomentem. Objectiu: Mesurar l'autoavaluació dels estudiants de les competències transversals i analitzar el seu grau de progressió al llarg del nostre curs. Mètode: Estudi prospectiu i descriptiu amb estudiants de cinquè. Es sol·licita consentiment informat. Segons el projecte "Tuning" s'ha dissenyat un qüestionari on cada estudiant autoavalua al primer i a l'últim dia del curs les seves competències instrumentals, interpersonals i sistèmiques. La valoració va del 0 (incapaç) al 5 (molt capaç). Resultats: Tots els estudiants (13 dones i 1 home; edat mitja 23,78 anys) que participat en l'estudi han experimentat un increment de les seves competències amb una mitjana de 0,9 punts. Les competències millor valorades han estat la capacitat en la presa de decisions, el compliment de compromisos adquirits, la habilitat per treballar de forma autònoma, sent la més valorada la motivació per la consecució d'objectius d'aprenentatge. Les més deficitàries han estat el coneixement d'anglès i les habilitats per a investigar. Les de major progressió han estat: l'habilitat en recerca d'informació, capacitat d'expressió i per dissenyar i gestionar treballs. Conclusió: Cal conèixer el perfil basal de l'estudiant i quines són les seves mancances competencials per a després dissenyar un enfocament de l'educació basada en competències. L'autoavaluació i l'ABP ens ajuda a fomentar les competències transversals de l'estudiant.According to the Bologna Declaration transversal competencies should be improved in undergraduate education. In our optional course of Anesthesiology we apply PBL since 2001 and now we ask ourselves what kind of transversal competencies our students have and if we can help students to improve them. Objective: To measure students' self-evaluation of their transversal competencies and to analyze their progression throughout our course. Method: Prospective, descriptive study with 5th year medical students. Informed consent was asked. As described in the "Tuning" project, we designed a self-evaluation questionnaire on their instrumental, interpersonal and systemic competencies to be filled in by every student on the first and last day of class. We used a Likert scale going from 0 (unable) to 5 (excellent) for this purpose. Results: All students (13 women and 1 man; mean age 23.78 years old) filled in the questionnaire and showed a mean increase of their competencies of 0.9. The best evaluated competencies were the capacity of taking decisions, the realization of acquired compromises and the ability to work in an independent way. The best evaluated one was the motivation for the prosecution of learning objectives. The English knowledge and the ability to investigate were very deficient. The competencies that showed the most progression throughout the course were: the ability of searching information, the capacity of oral and written expression and finally their work management capacity. Conclusion: It is important to know the baseline profile of our students in terms of deficiencies of transversal competencies to design a competence-based education. PBL and self-evaluation help us to improve transversal competencies in our classes

Antibody conversion rates to SARS-CoV-2 in saliva from children attending summer schools in Barcelona, Spain.

Background: Surveillance tools to estimate viral transmission dynamics in young populations are essential to guide recommendations for school opening and management during viral epidemics. Ideally, sensitive techniques are required to detect low viral load exposures among asymptomatic children. We aimed to estimate SARS-CoV-2 infection rates in children and adult populations in a school-like environment during the initial COVID-19 pandemic waves using an antibody-based field-deployable and non-invasive approach. Methods: Saliva antibody conversion defined as ≥ 4-fold increase in IgM, IgA, and/or IgG levels to five SARS-CoV-2 antigens including spike and nucleocapsid constructs was evaluated in 1509 children and 396 adults by high-throughput Luminex assays in samples collected weekly in 22 summer schools and 2 pre-schools in 27 venues in Barcelona, Spain, from June 29th to July 31st, 2020. Results: Saliva antibody conversion between two visits over a 5-week period was 3.22% (49/1518) or 2.36% if accounting for potentially cross-reactive antibodies, six times higher than the cumulative infection rate (0.53%) assessed by weekly saliva RT-PCR screening. IgG conversion was higher in adults (2.94%, 11/374) than children (1.31%, 15/1144) (p=0.035), IgG and IgA levels moderately increased with age, and antibodies were higher in females. Most antibody converters increased both IgG and IgA antibodies but some augmented either IgG or IgA, with a faster decay over time for IgA than IgG. Nucleocapsid rather than spike was the main antigen target. Anti-spike antibodies were significantly higher in individuals not reporting symptoms than symptomatic individuals, suggesting a protective role against COVID-19. Conclusion: Saliva antibody profiling including three isotypes and multiplexing antigens is a useful and user-friendlier tool for screening pediatric populations to detect low viral load exposures among children, particularly while they are not vaccinated and vulnerable to highly contagious variants, and to recommend public health policies during pandemics

Low transmission of SARS-CoV-2 derived from children in family clusters: An observational study of family households in the Barcelona Metropolitan Area, Spain

Background: Family clusters offer a good opportunity to study viral transmission in a stable setting. We aimed to analyze the specific role of children in transmission of SARS-CoV-2 within households. Methods: A prospective, longitudinal, observational study, including children with documented acute SARS-CoV-2 infection attending 22 summer-schools in Barcelona, Spain, was performed. Moreover, other patients and families coming from other school-like environments that voluntarily accessed the study were also studied. A longitudinal follow-up (5 weeks) of the family clusters was conducted to determine whether the children considered to be primary cases were able to transmit the virus to other family members. The household reproduction number (Re*) and the secondary attack rate (SAR) were calculated. Results: 1905 children from the summer schools were screened for SARS-CoV-2 infection and 22 (1.15%) tested positive. Moreover, 32 additional children accessed the study voluntarily. Of these, 37 children and their 26 households were studied completely. In half of the cases (13/26), the primary case was considered to be a child and secondary transmission to other members of the household was observed in 3/13, with a SAR of 14.2% and a Re* of 0.46. Conversely, the SAR of adult primary cases was 72.2% including the kids that gave rise to the contact tracing study, and 61.5% without them, and the estimated Re* was 2.6. In 4/13 of the paediatric primary cases (30.0%), nasopharyngeal PCR was persistently positive > 1 week after diagnosis, and 3/4 of these children infected another family member (p<0.01). Conclusions: Children may not be the main drivers of the infection in household transmission clusters in the study population. A prolonged positive PCR could be associated with higher transmissibility

Nested inversion polymorphisms predispose chromosome 22q11.2 to meiotic rearrangements [RETRACTED]

Inversion polymorphisms between low-copy repeats (LCRs) might predispose chromosomes to meiotic non-allelic homologous recombination (NAHR) events and thus lead to genomic disorders. However, for the 22q11.2 deletion syndrome (22q11.2DS), the most common genomic disorder, no such inversions have been uncovered as of yet. Using fiber-FISH, we demonstrate that parents transmitting the de novo 3 Mb LCR22A–D 22q11.2 deletion, the reciprocal duplication, and the smaller 1.5 Mb LCR22A–B 22q11.2 deletion carry inversions of LCR22B–D or LCR22C–D. Hence, the inversions predispose chromosome 22q11.2 to meiotic rearrangements and increase the individual risk for transmitting rearrangements. Interestingly, the inversions are nested or flanking rather than coinciding with the deletion or duplication sizes. This finding raises the possibility that inversions are a prerequisite not only for 22q11.2 rearrangements but also for all NAHR-mediated genomic disorders

Genetic contributors to risk of schizophrenia in the presence of a 22q11.2 deletion

Schizophrenia occurs in about one in four individuals with 22q11.2 deletion syndrome (22q11.2DS). The aim of this International Brain and Behavior 22q11.2DS Consortium (IBBC) study was to identify genetic factors that contribute to schizophrenia, in addition to the ~20-fold increased risk conveyed by the 22q11.2 deletion. Using whole-genome sequencing data from 519 unrelated individuals with 22q11.2DS, we conducted genome-wide comparisons of common and rare variants between those with schizophrenia and those with no psychotic disorder at age ≥25 years. Available microarray data enabled direct comparison of polygenic risk for schizophrenia between 22q11.2DS and independent population samples with no 22q11.2 deletion, with and without schizophrenia (total n = 35,182). Polygenic risk for schizophrenia within 22q11.2DS was significantly greater for those with schizophrenia (padj = 6.73 × 10−6). Novel reciprocal case–control comparisons between the 22q11.2DS and population-based cohorts showed that polygenic risk score was significantly greater in individuals with psychotic illness, regardless of the presence of the 22q11.2 deletion. Within the 22q11.2DS cohort, results of gene-set analyses showed some support for rare variants affecting synaptic genes. No common or rare variants within the 22q11.2 deletion region were significantly associated with schizophrenia. These findings suggest that in addition to the deletion conferring a greatly increased risk to schizophrenia, the risk is higher when the 22q11.2 deletion and common polygenic risk factors that contribute to schizophrenia in the general population are both present

The Educational Potential of Advertising in the Spanish Subject . A Teaching Proposal

Traballo Fin de Máster Universitario en Profesorado de Educación Secundaria Bacharelato, Formación Profesional e Ensinos de Linguas. Curso 2018-2019El presente trabajo consiste en la explicación y desarrollo de una intervención didáctica en 2º de ESO en la que se aborda el tema de la publicidad a través de los estereotipos que el medio suele emplear y que contribuyen a fomentar actitudes discriminatorias entre la población. El objetivo es demostrar el gran potencial educativo que tiene el estudio de la publicidad dentro de la asignatura de Lengua Castellana y Literatura. Mediante una metodología basada en el enfoque por tareas y el trabajo en pequeños grupos, se plantea la creación de un anuncio estático que, en contraposición a la idiosincrasia de la publicidad convencional, abogue por dar a conocer la situación de discriminación en la que se halla algún colectivo y sirva para concienciar o procurar cambios positivos en la sociedad. La reflexión sobre la utilidad de la publicidad en la sociedad y su relación con la discriminación por parte de los alumnos/as se procura a partir de la elaboración de textos de tipo argumentativoO presente traballo consiste na explicación e desenvolvemento dunha intervención didáctica en 2º da ESO na que se aborda o tema da publicidade a través dos estereotipos que o medio acostuma a empregar e que contribúen a fomentar actitudes discriminatorias entre a poboación. O obxectivo é demostrar o gran potencial que ten o estudo da publicidade dentro da asignatura de Lingua Castelá e Literatura. Mediante unha metodoloxía baseada no enfonque por tarefas e o traballo en pequenos grupos, propónse a creación dun anuncio estático que, en contraposición á idiosincrasia da publicidade convencional, avogue por dar a coñecer a situación de discriminación na que se atopa algún colectivo e sirva para concienciar ou procurar mudanzas positivas na sociedade. A reflexión sobre a utilidade da publicidade na sociedade e a súa relación coa discriminación por parte dos alumnos/as procúrase a partir da elaboración de textos de tipo argumentativoThis dissertation explains and develops an educational intervention for 2nd Year ESO (Spanish compulsory secondary education; age 13-14) that explores the use of stereotypes in advertising and its role in promoting discriminatory attitudes among the public. The goal is to demonstrate the great educational potential of the study of advertising within the subject of Spanish Language and Literature. Using a task-based learning and small-group work methodology, students are asked to create a static advert that, in contrast to the characteristics of conventional advertising, may raise awareness about the discrimination experienced by certain groups and seek positive changes in society. Students are encouraged to reflect on the use of advertising in society and its relationship with discrimination by means of writing argumentative essay

Un poco de rock&love. Recursos creativos empleados por las marcas en la publicidad para móviles

Los cambios sociológicos, culturales y simbólicos que se han producido en la era digital han tenido una gran repercusión en el ámbito de la comunicación y evidencian que es necesario que las marcas tracen nuevos caminos en su búsqueda para conectar con sus públicos. Ante esta realidad, nuestra propuesta de rock&love apuesta por un modo diferente de aproximarse a los públicos, más en sintonía con las nuevas posibilidades que brinda el contexto digital. Este artículo presenta una investigación en la que se parte de la hipótesis de que la comunicación para móviles —vehiculada a través de apps principalmente— es el terreno idóneo para que las marcas se comporten de acuerdo a los postulados del rock&love y tiene como principal objetivo la identificación de los factores que permiten determinar cuáles son los recursos creativos que responden a los conceptos de rock y love. Para ello, se ha realizado un análisis de contenido a un corpus de trabajo compuesto por las campañas ganadoras del Festival Cannes Lions 2014 en la categoría de campañas móviles (mobile). Los resultados de la investigación, efectivamente, verifican los recursos creativos que responden al postulado del rock&love en la comunicación publicitaria para móviles

Pro-adrenomedullin usefulness in the management of children with community-acquired pneumonia, a preliminary prospective observational study

BackgroundIn adult population with community acquired pneumonia high levels of pro-adrenomedullin (pro-ADM) have been shown to be predictors of worse prognosis. The role of this biomarker in pediatric patients had not been analyzed to date. The objective of this study is to know the levels of pro-ADM in children with community acquired pneumonia (CAP) and analyze the relation between these levels and the patients¿ prognosis.FindingsProspective observational study including patients attended in the emergency service (January to October 2009) admitted to hospital with CAP and no complications at admission. The values for pro-ADM were analyzed in relation to: need for oxygen therapy, duration of oxygen therapy, fever and antibiotic therapy, complications, admission to the intensive care unit, and length of hospital stay. Fifty patients were included. Ten presented complications (7 pleural effusion). The median level of pro-ADM was 1.0065¿nmol/L (range 0.3715 to 7.2840¿nmol/L). The patients presenting complications had higher levels of pro-ADM (2.3190 vs. 1.1758¿nmol/L, p¿=¿0.013). Specifically, the presence of pleural effusion was associated with higher levels of pro-ADM (2.9440 vs. 1.1373¿nmol/L, p¿<¿0.001).ConclusionsIn our sample of patients admitted to hospital with CAP, pro-ADM levels are related to the development of complications during hospitalization

La amnesia global transitoria: entidad infrecuente en la infancia

Introducción: la amnesia global transitoria (AGT) es un cuadro de presentación súbita caracterizado por una intensa amnesia anterógrada y una amnesia retrógada variable. La memoria inmediata está conservada y el resto de la exploración neurológica es normal. La recuperación es progresiva en pocas horas. Suele presentarse en pacientes adultos de mediana edad y en ancianos. Caso clínico: niña de 9 años de edad que presenta una amnesia anterógrada de inicio brusco, con memoria inmediata conservada y algún trastorno de la memoria retrógada, asociados a cefalea de intensidad leve. La exploración neurológica es normal. El episodio cede de forma espontánea en unas 4 horas. Posteriormente, la paciente presenta una cefalea leve y una amnesia del episodio. Se realiza una tomografía computarizada craneal, que es normal, por lo que el cuadro se orienta como AGT. Discusión: la clínica descrita es característica de la AGT. La aparición de este cuadro suele ser espontánea, aunque puede existir un factor desencadenante. Se ha postulado que podría deberse a un fenómeno vascular amplio con isquemia transitoria del territorio de la vertebrobasilar, o a un fenómeno epiléptico o migrañoso. La migraña confusional aguda, típica de la infancia, tiene manifestaciones clínicas similares a las de la AGT. El diagnóstico de este proceso es clínico. Tiene un excelente pronóstico, con poca tendencia a la recidiva. Dada la presentación poco habitual en la edad pediátrica, en nuestro caso se realizó una prueba de imagen para descartar un accidente cerebrovascular. La clínica típica y la normalidad de las pruebas de imagen deben hacernos considerar este diagnóstico también en la edad pediátrica