El cómic como soporte del emplazamiento de productos : el caso de las editoriales Marvel y DC

El objetivo de la comunicación es descubrir las formas de representación del emplazamiento de productos (product placement) en el cómic actual, comparando los resultados con el uso que, desde hace años, se viene realizando en otros medios publicitarios convencionales, como el cine o la televisión. Para ello, se han seleccionado varias colecciones de éxito (Amazing Spider-Man, Rush City, New X-Men…) de las dos editoriales estadounidenses más importantes del sector (Marvel y DC). Aplicando la metodología del análisis de contenido, observamos las formas tipo de utilización del recurso (mención, pasivo, activo, etc.) y las particularidades en su aplicación al medio cómic. Como resultados, destacamos un uso aún limitado o incipiente del emplazamiento de productos en el cómic, sobre todo en comparación con, por ejemplo, las series televisivas de consumo efímero. El caso más representativo es el de la editorial Marvel, con acuerdos de emplazamiento con marcas tan relevante como Sony, Schwinn, Nike o Dodge, que les permite llegar a un target especialmente esquivo en la planificación de medios, a saber, jóvenes de entre veinte y treinta años frecuentadores de medios no convencionales e integrados en grupos sociales micro. En suma, el cómic se presenta como un soporte adecuado para el emplazamiento de productos, si bien requiere de un afinado estudio de cada uno de los emplazamientos con objeto de no ahuyentar a una audiencia muy sensible al contenido del medio, todo lo contrario de lo que sucede con otros medios convencionales, como la televisión o el cine, en los que goza de amplia aceptación.This paper aims to determine the forms product placements adopt within current comics magazines, through comparison of the findings with the uses of this strategy on more traditional advertising media, such as films and television. For that purpose, the authors have chosen a number of the most popular titles (Amazing Spider-Man, Rush City, New X-Men…) published by the two foremost American comic book companies (Marvel and DC.) by means of the content analysis methodology, the authors have studied the use of different types of product placement (naming, passive, active…) as well as their particular applications to the comics medium. One of the most important findings is that the use of product placement on comic books is still limited and incipient, especially if compared with TV series of short-lived consumption, for instance. The most illustrative case is that of the Marvel publishing company, which has closed product placement deals with such relevant brands as Sony, Schwinn, Nike or Dodge, enabling them to reach the particularly elusive target audience whose age range falls into the 20-30 group, frequenters of alternative media and integrated into microsocial groups. In short, comics appear as a suitable context of product placement, even though each instance of application must be finely tuned so as not to repel a kind of audience which is more sensitive to contents than that of more mainstream media such as television or films, on which the embedding of products and brand names is commonplace

Antioxidant Intake and Antitumor Therapy: Toward Nutritional Recommendations for Optimal Results

This study was supported by the Regional Government of Andalusia (Project P11-CTS-7651 and assistance to the CTS-107 group).The role of the induction of oxidative stress as the mechanism of action of many antitumor drugs is acquiring an increasing interest. In such cases, the antitumor therapy success may be conditioned by the antioxidants present in our own body, which can be synthesized de novo (endogenous) or incorporated through the diet and nutritional supplements (exogenous). In this paper, we have reviewed different aspects of antioxidants, including their classification, natural sources, importance in diet, consumption of nutritional supplements, and the impact of antioxidants on health. Moreover, we have focused especially on the study of the interaction between antioxidants and antitumor therapy, considering both radiotherapy and chemotherapy. In this regard, we found that the convenience of administration of antioxidants during cancer treatment still remains a very controversial issue. In general terms, antioxidants could promote or suppress the effectiveness of antitumor treatment and even protect healthy tissues against damage induced by oxidative stress. The effects may depend on many factors discussed in the paper. These factors should be taken into consideration in order to achieve precise nutritional recommendations for patients. The evidence at the moment suggests that the supplementation or restriction of exogenous antioxidants during cancer treatment, as appropriate, could contribute to improving its efficiency.Junta de Andalucia P11-CTS-765

Living with cancer: throught the eyes of the patient and the physician

This article is co-authored by a patient with colon cancer and his treating oncologist, who interact at two different levels: the instrumental and the emotional and affective one. The patient relates in detail his personal experiences struggling with cancer, including his fears, expectations, purposes, and attitudes through the most important events in the evolution of his illness. The professional reflects how patient-based communication and shared decision-making impact on quality of life and coping with cancer

The reafforestation of Sierra Morena (Jaén, 1940-1984)

Los municipios de Sierra Morena se encuentran entre los principales destinatarios de la política de repoblación forestal desarrollada durante la segunda mitad del siglo XX en España. En el presente artículo se muestran los planteamientos y motivaciones de estos trabajos en la provincia de Jaén, analizando sus resultados espaciales, temporales y territoriales.Sierra Morena's municipalities are among the main destination of the reafforestation developped in Spain during the second half of the XXth century. In this paper we explain the different expositions and motivations of these activities in the province of Jaén, analyzing their space, temporary and territorial results

NT-proBNP as predictor factor of cardiotoxicity during trastuzumab treatment in breast cancer patients

Background Trastuzumab is a drug used in HER2-positive breast cancer that increases patient survival. Due to cardiotoxicity is the most important side effect of trastuzumab treatment, cardiac monitoring should be a priority. The purpose of this study is to evaluate plasma NT-proBNP level and major cardiovascular risk factors as possible early predictors of trastuzumab-induced cardiotoxicity in HER2-positive breast cancer patients. Methods We conducted a retrospective observational study involving 66 patients with HER2-positive breast cancer treated with trastuzumab. Left ventricle ejection fraction (LVEF), NT-proBNP values, and the history of cardiovascular risk factors were collected. Cardiotoxicity was diagnosed considering a decrease of the LVEF from baseline or clinical manifestation of congestive heart failure. NT-proBNP cut-off points were considered to establish normal or abnormal values according to patient age. Results 27.3% of the patients suffered cardiotoxicity during trastuzumab treatment. Most cases were diagnosed due to the appearance of cardiac symptomatology (66.7%). Logistic regression analysis showed a significant association of diabetes mellitus (OR 5.9, 95% CI 1.2–28.5, p = 0.028) and high NT-proBNP levels (OR 22.0, 95% CI 5.7–85.4, p < 0.0001) with the development of trastuzumab-induced cardiotoxicity. Conclusion NT-proBNP levels above the upper limit of the normal range adjusted to age or diabetes mellitus seem to be associated with a higher risk of developing cardiotoxicity. However, some limitations of the present study make necessary further studies aimed to clarify whether NT-proBNP and diabetes-associated markers determinations can be useful in the monitoring of cardiotoxicity risk in breast cancer patients undergoing trastuzumab therapy.Ramon Areces Foundation, Madrid, Spai

Combined TGA-MS kinetic analysis of multistep processes. Thermal decomposition and ceramification of polysilazane and polysiloxane preceramic polymers.

The polymer-to-ceramic transformation kinetics of two widely employed ceramic precursors; 1,3,5,7-tetramethyl-1,3,5,7-tetravinylcyclotetrasiloxane (TTCS) and polyureamethylvinylsilazane (CERASET) have been investigated using coupled thermogravimetry and mass spectrometry (TG-MS), Raman, XRD and FTIR. The thermally induced decomposition of the pre-ceramic polymer is the critical step in the synthesis of Polymer Derived Ceramics (PDCs) and an accurate kinetic modeling is key to attain a complete understanding of the underlying process and to attempt any behavior predictions. However, obtaining a precise kinetic description of processes of such complexity, consisting of several largely overlapping physico-chemical processes comprising the cleavage of the starting polymeric network and the release of organic moieties, is extremely difficult. Here, using the evolved gases detected by MS as a guide it has been possible to determine the number of steps that compose the overall process, which was subsequently resolved using a semiempirical deconvolution method based on the Frasier-Suzuki function. Such function is more appropriate that the more usual Gaussian or Lorentzian functions since it takes into account the intrinsic asymmetry of kinetic curves. Then, the kinetic parameters of each constituent step was independently determined using both model-free and model-fitting procedures, finding the processes obey mostly diffusion models that can be attributed to the diffusion of the released gases through the solid matrix. The validity of the obtained kinetic parameters was tested not only by the successful reconstruction of the original experimental curves but also by predicting the kinetic curves of the overall processes yielded by different thermal schedules and by a mixed TTCS-CERASET precursorEspaña Mineco FEDER CTQ2011-27626 CTQ2014-52763-C2-1-RJunta de Andalucia FEDERTEP-7858 TEP-190

Antígenos leucocitarios como genes candidatos para mejorar la respuesta inmune en cerdos

Leukocyte antigens (CD) have functions related to immune response and are of interest as classical candidate genes for health. Polymorphisms (e.g. SNPs) in these genes may be associated with variation in the immune response and consequently in disease response. This approach is being taken in search of susceptibility genes for swine disease. In addition, these genes may vary between populations, especially where specific adaptation to pathogens has occurred, and are of potential interest in characterising pig biodiversity.Los antígenos leucocitarios (CD) tienen funciones relacionadas con la respuesta inmune y son de interés con genes candidatos clásicos para la salud. Los Polimorfismos (ej. SNPs) en estos genes pueden estar asociados con variaciones en la respuesta inmune y consecuentemente con la respuesta a la enfermedad. Este ensayo se está desarrollando en la búsqueda de susceptibilidades genéticas a enfermedades porcinas. Adicionalmente, estos genes pueden variar entre poblaciones, especialmente en la que han ocurrido adaptaciones a patógenos, y suponen un interés potencial para la caracterización de la biodiversidad porcina