La publicidad integrada en el contenido TV : atención visual y reconocimiento cognitivo en los jóvenes y en los adultos mayores

El objetivo principal de este trabajo es llenar un vacío existente en la investigación sobre la eficacia de la publicidad integrada en los contenidos televisivos, estudiando y midiendo de forma objetiva ("Eye Tracker") cómo los espectadores atienden y procesan este tipo de comunicación publicitaria. Los datos muestran en qué medida la atención visual dispensada a los elementos de la publicidad integrada está relacionada con el posterior reconocimiento de la publicidad y de la marca, y si este proceso difiere entre los sujetos jóvenes y los adultos mayores. Los resultados permiten concluir que el proceso atencional a la publicidad integrada se produce en diferentes niveles, de los cuales se constata el primer nivel, el pre-consciente, pre-atentivo e involuntario, en el que las fijaciones oculares del sujeto exploran los elementos publicitarios de forma inconsciente; en función de otros mecanismos de selección, los elementos publicitarios se procesarán en un nivel superior hasta el punto de ser reconocidos por el telespectador. Consideramos la televisión, y en especial la inclusión simbiótica de publicidad integrada, como una herramienta de comunicación muy eficaz para las marcas. Esta herramienta, la publicidad integrada o por extensión, el "Content Integrated Marketing", puede satisfacer de forma amplia y efectiva las necesidades de comunicación de la marca. Esta aportación al estudio de la publicidad desde la perspectiva de la psicología cognitiva aborda cuestiones novedosas sobre la publicidad integrada, dando respuesta a algunas preguntas y planteando otras nuevas, y abre la puerta a posteriores investigaciones sobre la publicidad desde una perspectiva interdisciplinar.The aim of this study is to address the lack of research on effectiveness of Advertising in TV content, studying and measuring objectively (Eye Tracker) how the audience pays attention and processes this Integrated Advertising. The data shows in what extent the visual attention delivered to Integrated Advertising elements is related to the subsequent recognition of the Advertising and the Brand, and if this process differs among subjects, younger and older adults. The results suggest that attention processing of Integrated Advertising occurs at different levels, the first level being the pre-conscious, pre-attentive and involuntary, the level in which the eye fixations of the subjects are delivered in Advertising elements unconsciously; according to various selection mechanisms, advertising items are processed at a higher level until being recognized by the viewer. Consequently we do believe TV, and precisely the inclusion of symbiotic Integrated Advertising, is indeed a very effective communication tool for brands. This tool, Integrated Content Marketing, can fulfil effectively a vast range of Brand Communication needs. This contribution to the study of Advertising from the perspective of Cognitive Psychology deals with new issues on Integrated Advertising, answering questions and setting out new ones, and opens the door to further research o

¿Programa publicidad marca o producto? : Procesamiento consciente e inconsciente de la Publicidad No Convencional (PNC) televisiva

Comunicaciones del IV Congreso Internacional sobre análisis fílmico celebrado en la Universitat Jaume I de Castellón 4,5 y 6 de mayo de 201

The Sensory and the Sacred: Modernist Crucifixions

Simone Weil defined the Crucifixion as “this supreme tearing apart, this incomparable agony, this marvel of love” suggesting that “nothing can be further from God than that which has been made accursed.” Its paradoxical nature makes the Sacrifice a persuasive literary trope to investigate the relationship between materiality and spirituality. Twentieth century literature revisits this concept by emphasising the physicality of the body to demystify its sinful connotations and idealised representations. It is the modernist martyred body, represented in its tensions and vulnerability, which this session addresses. Three papers by young scholars working in different countries aim at showing how the creation of Christ-substitutes in twentieth century prose and poetry helps transatlantic authors present the potential for both bodily pleasure and violence against cultural and social conventions. These representations shed light on the often ambiguous response to faith in modernism and beyond

Cancer Related Anemia: An Integrated Multitarget Approach and Lifestyle Interventions

Cancer is often accompanied by worsening of the patient's iron profile, and the resulting anemia could be a factor that negatively impacts antineoplastic treatment efficacy and patient survival. The first line of therapy is usually based on oral or intravenous iron supplementation; however, many patients remain anemic and do not respond. The key might lie in the pathogenesis of the anemia itself. Cancer-related anemia (CRA) is characterized by a decreased circulating serum iron concentration and transferrin saturation despite ample iron stores, pointing to a more complex problem related to iron homeostatic regulation and additional factors such as chronic inflammatory status. This review explores our current understanding of iron homeostasis in cancer, shedding light on the modulatory role of hepcidin in intestinal iron absorption, iron recycling, mobilization from liver deposits, and inducible regulators by infections and inflammation. The underlying relationship between CRA and systemic low-grade inflammation will be discussed, and an integrated multitarget approach based on nutrition and exercise to improve iron utilization by reducing low-grade inflammation, modulating the immune response, and supporting antioxidant mechanisms will also be proposed. Indeed, a Mediterranean-based diet, nutritional supplements and exercise are suggested as potential individualized strategies and as a complementary approach to conventional CRA therapy

Altered muscle mitochondrial, inflammatory and trophic markers, and reduced exercise training adaptations in type 1 diabetes

none7sìGrowing evidence of impaired skeletal muscle health in peoplewith type 1 diabetes points toward the presence of a mild myopathy in this population. However, this myopathic condition is not yet well characterised and often overlooked, even though it might affect the whole-body glucose homeostasis and the development of comorbidities. This study aimed to compare skeletal muscle adaptations and changes in glycaemic control after 12 weeks of combined resistance and aerobic (COMB) training between people with type 1 diabetes and healthy controls, and to determine whether the impaired muscle health in type 1 diabetes can affect the exercise-induced adaptations. The COMB training intervention increased aerobic capacity and muscle strength in both healthy and type 1 diabetes sedentary participants, although these improvements were higher in the control group. Better glucose control, reduced glycaemic fluctuations and fewer hypoglycaemic events were recorded at post- compared to pre-intervention in type 1 diabetes. Analysis of muscle biopsies showed an alteration of muscle markers of mitochondrial functions, inflammation, ageing and growth/atrophy compared to the control group. These muscular molecular differences were only partially modified by the COMB training and might explain the reduced exercise adaptation observed in type 1 diabetes. In brief, type 1 diabetes impairs many aspects of skeletal muscle health and might affect the exercise-induced adaptations. Defining the magnitude of diabetic myopathy and the effect of exercise, including longer duration of the intervention, will drive the development of strategies to maximise muscle health in the type 1 diabetes population.openMinnock, Dean; Annibalini, Giosuè; Valli, Giacomo; Saltarelli, Roberta; Krause, Mauricio; Barbieri, Elena; De Vito, GiuseppeMinnock, Dean; Annibalini, Giosuè; Valli, Giacomo; Saltarelli, Roberta; Krause, Mauricio; Barbieri, Elena; De Vito, Giusepp

Hipertext de Psicologia i comunicació publicitària en clau ECTS

El treball, de caire interdepartamental, s'emmarca en la docència de les matèries de Psicologia en els estudis de Publicitat i Relacions Públiques, i en la docència de les matèries de Publicitat en les estudis de Psicologia.L'adaptació de la titulació de Publicitat i Relacions Públiques als ECTS ens serveix de punt de partida per a la creació d'un hipertex. L'estructura de l'hipertext especifica els coneixements que l'estudiant ha d'aprendre i les competències que desenvoluparà. L'apartat de pràctiques permet als estudiants familiaritzar-se i aplicar els continguts apresos a la pràctica professional. Els diferents exercicis d'avaluació proposats i el contingut desenvolupat ajuden a l'estudiant a realitzar un treball d'anàlisi i síntesi de la informació

Hepatocellular Carcinoma Intrinsic Cell Death Regulates Immune Response and Prognosis

Ablative and locoregional treatment options, such as radiofrequency, ethanol injection, microwave, and cryoablation, as well as irreversible electroporation, are effective therapies for early-stage hepatocellular carcinoma (HCC). Hepatocyte death caused by ablative procedures is known to increase the release of tumor-associated antigen, thus enhancing tumor immunogenicity. In addition, the heat ablative resection induces pyroptotic cell death accompanied by the release of several inflammatory factors and immune-related proteins, including damage-associated molecular patterns (DAMPs), heat shock proteins (HSPs), ficolin 3, ATP, and DNA/RNA, which potentiate the antitumoral immune response. Surgical approaches that enhance tumor necrosis and reduce hypoxia in the residual liver parenchyma have been shown to increase the disease-free survival rate by reducing the host’s immunosuppressive response. Scalpel devices and targeted surgical approach combined with immune-modulating drugs are an interesting and promising area to maximize therapeutic outcomes after HCC ablation

Effects of acute aerobic, resistance and combined exercises on 24-h glucose variability and skeletal muscle signalling responses in type 1 diabetics

Purpose: To compare the effect of high-intensity aerobic (AER), resistance (RES), and combined (COMB: RES + AER) exercise, on interstitial glucose (IG) variability and skeletal muscle signalling pathways in type 1 diabetes (T1D). Methods: T1D participants (6 M/6F) wore a flash glucose monitoring system in four randomized sessions: one control (CONT), and one AER, RES and COMB (40 min each). Mean amplitude of glycemic excursions (MAGE), standard deviation (SD) and coefficient variation (CV) of IG were used to compare the 24 h post-exercise IG variability. Blood and muscle samples were collected to compare exercise-induced systemic and muscle signalling responses related to metabolic, growth and inflammatory adaptations. Results: Both RES and COMB decreased the 24 h MAGE compared to CONT; additionally, COMB decreased the 24 h SD and CV. In the 6-12 h post-exercise, all exercise modalities reduced the IG CV while SD decreased only after COMB. Both AER and COMB stimulated the PGC-1α mRNA expression and promoted the splicing of IGF-1Ea variant, while Akt and p38MAPK phosphorylation increased only after RES and COMB. Additionally, COMB enhanced eEF2 activation and RES increased myogenin and MRF4 mRNA expression. Blood lactate and glycerol levels and muscle IL-6, TNF-α, and MCP-1 mRNAs increased after all exercise sessions, while serum CK and LDH level did not change. Conclusion: COMB is more effective in reducing IG fluctuations compared to single-mode AER or RES exercise. Moreover, COMB simultaneously activates muscle signalling pathways involved in substrate metabolism and anabolic adaptations, which can help to improve glycaemic control and maintain muscle health in T1D

Altered White Matter Integrity at Illness Onset in Adolescents With a First Episode of Psychosis

Background: Disruption in white matter integrity has been consistently observed in individuals with psychosis. However, whether such abnormalities are already present at illness onset or are related to downstream processes remains elusive. The study of adolescents with a recent onset of psychosis provides the opportunity to evaluate white matter integrity proximally to disease onset. Methods: Twenty-six adolescents (aged 15.9 ± 1.3 years) with a first episode of psychosis (FEP) (less than 6 months duration) were compared with 26 age and sex-matched healthy controls (HC) (16.8 ± 2 years). In participants with a FEP, clinical diagnoses were confirmed after a minimum of 1 year follow-up (main categories: schizophrenia, bipolar disorder, or schizoaffective disorder). Anatomical images and diffusion tensor sequences were acquired using a 1.5T scanner. Whole brain, voxel-wise group differences in fractional anisotropy (FA) were investigated between participants with a FEP and controls. Results: Relative to HC, FEP participants displayed decreased FA in the right posterior cingulate gyrus, encompassing the right superior and posterior corona radiata, and the right parahippocampal gyrus, including the cingulum and fornix. FEP patients showed no areas of increased FA relative to HC. The results remained significant after controlling for medication, cannabis use and intelligence. Conclusion: Our findings indicate that adolescents with recent onset of psychotic disorders show decreased white matter integrity in circuits implicated in cognitive functions and emotion regulation