A comparative Analysis of American and Spanish Political Advertising in 2008 Presidential Elections

En este artículo se analizan las similitudes y diferencias en los spots y vídeos políticos publicados en YouTube durante las elecciones de 2008 en España y los Estados Unidos de América a través del análisis de contenido. Los datos indican que en ambos países la mayor parte de los vídeos se centra en el candidato. No obstante, se encuentran diferencias en la utilización de la publicidad negativa y en los temas tratados. La investigación también evidencia que Internet puede usarse como un canal de publicidad política tradicional, a pesar del potencial innovador de la Web 2.0.Ameriketako Estatu Batuetako eta Espainiako 2008ko hauteskundeetan YouTuben argitara emandako spot eta bideo politikoen antzekotasun eta ezberdintasunak analizatzen dira artikulu honetan. Datuek adierazten dute aipatu bi herrialde horietan bideorik gehienek hautagaia dutela ardatz. Hala eta guztiz ere, ezberdintasunak daude publizitate negatiboaren nahiz jorratutako gaien erabileran. Web 2.0.-ren potentzial berritzailea kontuan izanik ere, Internet publizitate politiko tradizionalaren kanal bat balitz bezala erabil daitekeela ere agerian uzten du ikerketak.This paper carries out a comparative content analysis of American and Spanish political advertising, in order to ascertain thematic similarities and differences between commercials and videos published in YouTube during the 2008 presidential campaigns of both countries. Data indicate that, in both countries, most videos are candidate-centered. Differences however arise regarding the focus on negative advertising in both countries, as well as the issues used in American and Spanish ads. This research also indicates that the internet may be employed as a traditional advertising medium, despite Web 2.0’s innovative potential

Evolution and development of the advertising slogan : further analysis

El objeto de este trabajo viene determinado por la tradicional atención que suscitan los eslóganes en el ámbito académico y la necesidad de estudiar su evolución y desarrollo en el contexto actual de la comunicación publicitaria española. Su finalidad es retratar la situación del eslogan en la publicidad gráfica española y, al mismo tiempo, cotejar los resultados con los estudios anteriores a fin de observar la evolución del mismo en aspectos como la economía expresiva, la densidad semántica, el uso de recursos retóricos, la perdurabilidad, la exclusividad o la eficiencia comunicativa. Esta investigación se inserta, pues, en el campo de los estudios sobre los contenidos de los medios de comunicación (mass communication research), en los que la técnica del análisis de contenido (content analysis) ha dado resultados satisfactorios. Para ello, se ha analizado un extenso corpus de eslóganes aparecidos en la prensa española durante 2011. Resumidamente, puede afirmarse que se estabilizan las tendencias ya anotadas en estudios precedentes: menos uso del eslogan, mayor brevedad y concentración expresiva, más recursos retóricos, más protagonismo del consumidor en su concepto, más eslóganes en lenguas distintas al castellano, etc.The purpose of this work is determined by the typical interest aroused in academia by slogans and the need to study their evolution and development in the current context of Spanish advertising communication. Its aim is to portray the state of slogans in Spanish print advertising, and at the same time, to compare the results to those of previous studies in order to observe its evolution in certain areas, such as the economy of expression, the semantic density, the use of rhetorical tropes, perdurability, exclusivity, and communication efficiency. The present research is therefore in line with mass communication research, within which the technique of content analysis has proved itself to be an effective tool. To this end, an extensive corpus of advertising slogans appearing in newspapers during 2011 was analyzed. In short, it can be stated that trends noted in previous studies are reinforced: a decrease in the use of slogans, more brevity and expressive condensation, more rhetorical tropes, a more active role of the consumer in creative concepts, and an increase in the number of advertising slogans in languages other than Spanish

Multivariable PID control by decoupling

This paper presents a new methodology to design multivariable PID controllers based on decoupling control. The method is presented for general n×n processes. In the design procedure, an ideal decoupling control with integral action is designed to minimize interactions. It depends on the desired open loop processes that are specified according to realizability conditions and desired closed loop performance specifications. These realizability conditions are stated and three common cases to define the open loop processes are studied and proposed. Then, controller elements are approximated to PID structure. From a practical point of view, the windup problem is also considered and a new anti-windup scheme for multivariable PID controller is proposed. Comparisons with other works demonstrate the effectiveness of the methodology through the use of several simulation examples and an experimental lab process

Centralized multivariable control by simplified decoupling

This paper presents a generalized formulation of simplified decoupling to n×n processes that allows for different configurations depending on the decoupler elements set to unity. To apply this decoupling method, the realizability conditions are stated. Then, from the previous decoupling in combination with a decentralized control, the formulation of a centralized control by simplified decoupling is developed. After reducing the controller, this last proposed method is modified to a multivariable PID control. From an implementation point of view, the windup problem is addressed for these methods, and an anti-windup scheme for multivariable PID controllers is proposed. Comparisons with other works demonstrate the effectiveness of these methodologies, through the use of several simulation examples and an experimental lab process

An extended approach of inverted decoupling

This paper presents an extension of the inverted decoupling approach that allows for more flexibility in choosing the transfer functions of the decoupled apparent process. In addition, the expressions of the inverted decoupling are presented for general n × n processes, highlighting that the complexity of the decoupler elements is independent of the system size. The realizability conditions are stated in order to select a proper configuration, and the different possible cases for each configuration are shown. Comparisons with other works demonstrate the effectiveness of this methodology, through the use of several simulation examples and an experimental lab process

Object oriented modelling and simulation of hydropower plants with run-of-river scheme: A new simulation tool

This paper presents the design of a component library for modelling hydropower plants, and describes the development of a new simulation tool for small hydropower plants with a run-of-river scheme. After reviewing the desirable features of simulation, an approach based on an object oriented modelling language, like EcosimPro, is presented. A general model of hydropower plant with run-of-river scheme is created with this component library. It provides the possibility of choosing a specific number of turbines and spillway gates. In this way, several hydropower stations of similar operating characteristics can be simulated using this same general model. It is expected to obtain interesting information in simulation like the reservoir level, water flows, turbine efficiencies, and so on. In addition, a graphical user interface has been designed in order to operate this general model more easily, to configure plant parameters and to simulate the plant behaviour under different conditions. Three real stations have been used as real examples for validating the model and testing the simulator: hydropower stations of Villafranca and El Carpio (Córdoba, Spain) and Marmolejo (Jaén, Spain)

Hearing regeneration and regenerative medicine: present and future approaches

More than 5% of the world population lives with a hearing impairment. The main factors responsible for hearing degeneration are ototoxic drugs, aging, continued exposure to excessive noise and infections. The pool of adult stem cells in the inner ear drops dramatically after birth, and therefore an endogenous cellular source for regeneration is absent. Hearing loss can emerge after the degeneration of different cochlear components, so there are multiple targets to be reached, such as hair cells (HCs), spiral ganglion neurons (SGNs), supporting cells (SCs) and ribbon synapses. Important discoveries in the hearing regeneration field have been reported regarding stem cell transplantation, migration and survival; genetic systems for cell fate monitoring; and stem cell differentiation to HCs, SGNs and SCs using adult stem cells, embryonic stem cells and induced pluripotent stem cells. Moreover, some molecular mediators that affect the establishment of functional synapses have been identified. In this review, we will focus on reporting the state of the art in the regenerative medicine field for hearing recovery. Stem cell research has enabled remarkable advances in regeneration, particularly in neuronal cells and synapses. Despite the progress achieved, there are certain issues that need a deeper development to improve the results already obtained, or to develop new approaches aiming for the clinical application.Ministry of Economy and Competitiveness (Project CTQ2014-56611-R)Regional Government of Andalusia (Project P11-CTS-7651)Ramón Areces Foundation (Madrid, Spain

Inverted decoupling internal model control for square stable multivariable time delay systems

Accepted manuscriptThis paper presents a new tuning methodology of the main controller of an internal model control structure for n×n stable multivariable processes with multiple time delays based on the centralized inverted decoupling structure. Independently of the system size, very simple general expressions for the controller elements are obtained. The realizability conditions are provided and the specification of the closed-loop requirements is explained. A diagonal filter is added to the proposed control structure in order to improve the disturbance rejection without modifying the nominal set-point response. The effectiveness of the method is illustrated through different simulation examples in comparison with other works

Análisis de la publicidad institucional del Estado español : objetivos y cualidades discursivas

Este artículo presenta parte de los resultados alcanzados en el proyecto de investigación Estrategias de la comunicación social de los organismos del Estado a través de la publicidad institucional (Plan Nacional de I+D+I 2004-2007). La investigación parte de la idea de que a través de la publicidad institucional se contribuye a la construcción de la imagen pública de las instituciones, de la ciudadanía y de las relaciones entre ambos. Con el marco teórico de la Teoría de la Enunciación, se analizan 75 spots en los que el Estado español actúa como anunciante y se estudian sus formas de representación.This paper presents part of the results reached in the research project of the Social communication strategies of organisms of the State through government advertising (National research project I+D+I 2004-2007). The investigation leaves from the idea that through government advertising it is contributed to the construction of the public image of institutions, citizenship and relations between both. Applying the enunciation theory, 75 spots are analyzed in which Spanish State acts as advertiser to study its forms of representation