Advertising communication gets fashionable: branded content and fashion films

Los cambios vividos por la industria comunicativa en los últimos años, entre otros motivos debido al auge de las redes sociales, han convertido a los contenidos, informativos o de entretenimiento, en la piedra angular para hacer llegar el mensaje publicitario al destinatario. El esfuerzo por parte de los anunciantes de tener una estrategia de contenidos definida para su presencia en medios sociales o nuevos formatos comunicativos como el branded content, son ejemplo de que el advertainment está actualmente de moda. Este artículo se centra en el branded content y en otro ejemplo de esta tendencia: los fashion films, un nuevo género publicitario que ha irrumpido especialmente en los sectores de la moda y los productos de lujo, con el fin, entre otros, de ofrecer una nueva visión de éstos basada en la originalidad, contando historias que conecten con su público objetivo.Changes experienced by communication industry in recent years, among other reasons due to the rise of social networks, have turned contents, information or entertainment, into the touchstone for advertising message to reach its audience. The effort made by advertisers to have a defined content strategy for their presence in social media or the new communicative formats such as branded content are an example of advertainment being popular nowadays. This article focuses on branded content as well as another example of this trend: the fashion films, a new advertising genre that has erupted especially in the sectors of fashion and luxury products, with the goals of showing products in an original way and telling stories which are able to connect with your target audience

Advisors, brand and tweets: influence marketing

La figura del prescriptor ha sido uno de los recursos más utilizados en publicidad a lo largo de toda su historia. Con la popularización de las redes sociales, el poder de recomendación de productos y marcas se ha extendido prácticamente a cualquier individuo, en tanto en cuanto interactúa con otros usuarios a través de estas plataformas, conversando también a propósito de sus experiencias como comprador y consumidor. Además, blogs y espacios como Twitter o Instagram han motivado la aparición de un nuevo perfil de prescriptores, líderes de opinión a los que las marcas recurren para multiplicar el alcance de sus acciones comunicacionales. En este artículo se analiza en qué consiste el marketing de influencia así como se describen las normas deontológicas y legales que anunciantes y agencias deben tener en cuenta a la hora de poner en marcha acciones publicitarias con influencers a través de redes sociales.Advertiser figure has been one of the resources most widely used in advertising throughout its history. However, with the popularization of social networks, power of recommendation of products and brands has spread practically to anybody, insofar individual interacts with other users through these platforms, also talking concerning his/her experiences as buyer and consumer. In addition to this, blogs and platforms such as Twitter or Instagram have motivated the emergence of a new profile of prescribers, opinion leaders who brands resort to with the aim of multiplying the reach of their communication actions. This article focuses on what influence marketing is and which are its characteristics as well as describes the legal and ethical rules advertisers and agencies must take into account to perform advertising campaigns with influencers via social networks

Analysis of branded content on television: Spanish case studies

El branded content se ha popularizado como formato de comunicación corporativa y publicitaria alternativa a las acciones comunicacionales tradicionales. El presente trabajo analiza el uso del branded content por parte de los anunciantes españoles en el medio televisión, con el fin de identificar las características de la aplicación de esta técnica al principal medio en inversión publicitaria en España. La metodología empleada se basa en el estudio de casos, analizando para cada uno de ellos una serie de variables previamente definidas. Los resultados muestran el carácter de utilidad y servicio que, en su mayoría, tienen las acciones de branded content difundidas en el medio televisión, ya que ofrecen información de interés para el ciudadano, como consejos y tutoriales, con un mensaje centrado en el destinatario, y transmitiendo a través de los contenidos los valores de la marca. Como conclusión, podemos destacar la transmedialidad que caracteriza a las acciones de branded content televisivas, puesto que la conversación entre marca y usuario sobre la temática tratada en estos espacios continúa en los medios sociales, a través de la presencia de los programas en plataformas como Twitter.Branded content has become popular as an alternative corporate and advertising communication format with respect to traditional communication actions. This study analyzes the use of branded content by Spanish advertisers on television, in order to identify the characteristics of the application of this communicative technique to the main medium in advertising investment in Spain. The methodology used is based on the case study, analyzing a number of predefined variables for each of the selected sample. The results show the character of utility and service which most of branded content actions broadcast on television have, since they offer information of interest to the citizen, such as tips and tutorials, with a message focused on the audience and conveying the brand values through the contents. As a conclusion, we can highlight the transmediality that characterizes the actions of branded content on television, given that the conversation between brand and user about the programmes subjects continues in social media, thanks to presence of these programmes on platforms such as Twitter

The e-Branding in Ecuador and the e-University

[EN] This paper presents an analysis of all the universities in Ecuador, in order to evaluate the use of digital media and obtain information on the management of university e-branding. The study explores, to a large extent, the digital variables currently used for broadcasting and we include the resources of two indexed databases as a dissemination flow. All this data has been analyzed through statistics and web performance tools. The results indicate the universities in Ecuador do not present a clear use of the academic e-branding as a strategy of dissemination, exposure, and visibility improvement to increase their ranking level. However, it is clear that some have demonstrated the relevance of the uses of these systems to improve their worldwide level spread.http://ocs.editorial.upv.es/index.php/INNODOCT/INN2018Del-Pino-Espinoza, A.; Lloret-Romero, M. (2019). The e-Branding in Ecuador and the e-University. Editorial Universitat Politècnica de València. https://doi.org/10.4995/INN2018.2018.8762OC

Adolescents, television fiction and new technologies

El avance de las tecnologías y el surgimiento de nuevas “ventanas de distribución”, han convertido al televisor en una pantalla más dentro de un entorno “multi-pantalla”. Las generaciones más jóvenes destinan un gran porcentaje de su tiempo libre a internet, ocupando una posición más activa frente a los medios hegemónicos, decidiendo qué quieren ver, cuándo y cómo. Por ello, emisoras y anunciantes han comenzado a plantearse nuevos caminos. El objetivo principal de esta investigación es analizar las ventajas que ofrece la red a los jóvenes para mostrar sus relatos, sin tener que pasar por el interminable circuito de productoras y distribuidoras, prácticamente inaccesibles para ellos, y las estrategias que han ido apareciendo en series de ficción televisivas y juveniles en España (a través de la experiencia piloto de la Web 3.0 de Antena 3 y El Internado).Because of the advance of new technologies and the development of digitalization, television has turned on one more screen into an environment "multiscreen". Issuers and advertisers are looking for new strategies to their formats, since new generations spend a great percentage of their time in front of Internet, presenting new habits and a more active position, deciding what they want to see, when and how. The principal goal of this research is to analyze the implementations of television contents across the pilot experience of the Web 3.0 of Antena 3 and the fiction El internado, contributing the new directives that are arising around the new windows for television contents, and how the youngest sectors are able to take advantage of the network to announce their own statements

Redes sociales, comunicación publicitaria y usuario digital en la nueva era

El presente artículo pretende dar una explicación transversal de la nueva situación con la red de redes como escenario, realizando un análisis que ayude a comprender el papel de los nuevos agentes dentro de la estructura actual. Se parte de datos y cifras sobre el consumo de Internet y la relación del usuario con la red, para pasar a analizar la red como espacio social. La presencia de los anunciantes y la relación multidireccional que rige el nuevo sistema de comunicación también son analizados, tomando por último el ejemplo y la referencia de Twitter, la red social de microblogging que ha revolucionado la comunicación en medios sociales. Un artículo centrado en la nueva comunicación con esclarecedores datos, cifras y reflexiones.This article pretends to give a transversal explanation of the new situation with the network of networks like stage, realising an analysis that help to comprise the paper of the new agents inside the current structure. It gives figures on the consumption of Internet and the relation of the user with the network, in order to analyse the network like social space. The presence of the advertisers and the relation multidireccional that governs the new system of communication also are analysed, taking finally the example and the reference of the social network Twitter, the network of microblogging that has revolutionised the communication in social means. An article centred in the new communication with important figures and also reflections

Magnetic field shielding of underground cable duct banks

In this paper an in-depth parametric analysis of shielding effectiveness obtained when using ferromagnetic or conductive screens to mitigate the field generated by duct banks is presented. Due to the need of a case-by-case approach, all the simulations, performed by a finite element software (GetDp), are applied to a case study composed by 9 (3 × 3) ducts, with six of them including high voltage single-core cables and the three left empty for eventual future expansion. Two shielding geometries are tested: horizontal and U-reverse, changing in each one the main parameters: width, thickness, clearance to conductors, etc. Moreover, the conductors are grouped in two balanced in-phase three-phase circuits arranged in three configurations: vertical, horizontal and triangular. The mutual phase ordering of both circuits is the one that minimizes the field, so no further field reduction can be obtained by simple methods. The power losses and cost of different shielding solutions are also presented, including the effect of adding a third circuit if required

Experimental validation of ultra-shortened 3D finite element electromagnetic modeling of three-core armored cables at power frequency

Due to recent advances, the numerical analysis of submarine three-core armored cables can nowadays be developed through the finite element method (FEM) in a small slice of the cable. This strongly reduces the computational burden and simulation time. However, the performance of this ultra-shortened 3D-FEM model is still to be fully assessed with experimental measurements. This paper focuses on this validation for an extensive variety of situations through the experimental measurements available in the specialized literature for up to 10 actual cables. In particular, it deals not only with relevant calculations at power frequency, like the series resistance and inductive reactance or the induced sheath current, but also with other aspects never analyzed before through 3D-FEM simulations, such as the zero sequence impedance, the magnetic field distribution around the power cable, as well as side effects due to the nonlinear properties of the armor wires. All this considering different armoring and sheath bonding configurations. Results show a very good agreement between measured and computed values, presenting the ultra-shortened 3D-FEM model as a suitable tool for the analysis and design of three-core armored cables, and opening the possibility to reduce the need of extensive experimental tests in the design stage of new cables.FEDER / Ministerio de Ciencia e Innovación - Agencia Estatal de Investigación (Spain) project ENE2017-89669-RUniversidad de Sevilla (Spain) VI PPIT-US grant 2018/0000074

Hybrid 2D/3D fully coupled electrothermal model for three-core submarine armored cables

The computation of the power losses in submarine three-core lead sheathed armored cables is overestimated by the IEC 60287 standard, and hence its size and cost. 3D finite element simulations in COMSOL Multiphysics have proved to provide accurate results in losses computation thanks to recent advances that help in reducing the model length by applying rotated periodicity boundary conditions [1,2]. However, for obtaining the ampacity of a particular cable a fully coupled 3D electrothermal model would require a highly detailed 3D geometry, something that can be difficult due to the special operations required to create and mesh the geometry for applying such boundary conditions [3]