Music persuasion in audio-visual marketing. The example of Coca-Cola

En la actualidad, la publicidad en los medios audiovisuales está cambiando para poder seguir llegando a un mayor número de público. Esto se está haciendo a través del neuromarketing, jugando con el poder de la persuasión y de la música.Nowadays, marketing in audio-visual mass media is changing so that it can be available to the largest audience possible. This is possible through neuromarketing, playing with the power of persuasion and music

Valores asociados a Coca Cola a través de la música de sus spots

La creciente sociedad de consumo y la gran diversidad de productos han provocado no sólo la necesidad de comercialización de cada producto, sino también la conveniencia de una adecuada comunicación con el target al que se dirige. Uno de los aspectos más valorados en nuestra sociedad acelerada es el tiempo, que siempre es escaso, por lo que se genera una publicidad rápida, con la inmediatez de unas imágenes capaces de agradar y a la vez de convencer. Sin duda, la música de los espots contribuye enormemente a transmitir en muy poco tiempo valores añadidos a las cualidades reales del producto anunciado, recurso cada vez más utilizado en todo tipo de publicidad. En este trabajo se pretende analizar los valores que transmiten los espots de Coca-Cola a través de la música, para crear una imagen de marca y llegar eficazmente a su público.An increasing consume society and a wide variety of products have created the wellknown necessity of marketing but also of an appropriate communication with its target public. One of the most valued items of our society is time and time is always missing. So advertising must convince and please very quickly. Music in spots is a helpful tool to communicate, in a very short period of time, added values of the advertised product and that makes music a very used resource in all sort of advertisement. In this survey we want to analyze the values that Coca- Cola brand communicates in its spots through music to create its brand image and to reach its public

La persuasión de la música en la publicidad. El ejemplo Coca-Cola.

En la actualidad, la publicidad en los medios audiovisuales está cambiando para poder seguir llegando a un mayor número de público. Esto se está haciendo a través del neuromarketing, jugando con el poder de la persuasión y de la música

Emotional benefits of Coca-Cola advertising music

Human beings have multiple resources to transmit emotions. One of them is music which is quite effective in broadcasted publicity. In this work we have studied some of the emotions which can be transmitted by the main constituent elements of music. We have focused on the spots of Coca- Cola, one of the most important brands in the world. He have made use of content analysis as methodology, taking as an axis the main elements of musical organization: rhythm, melody and harmony. It has been proved that in Coca- Cola spots a correct use of these elements is being done, so music transmits feelings and emotions directly related to happiness. This value has been included in Coca- Cola's brand image as an own one for a long time

A simple approximation for the evaluation of the photon isoeffective dose in Boron Neutron Capture Therapy based on dose-independent weighting factors

The current methodology for determining the biological effect of Boron Neutron Capture Therapy (BNCT) has recently been questioned, and a more accurate framework based in the photon isoeffective dose has been proposed. In this work we derive a first order approximation to this quantity than can be easily evaluated even from limited data, as is the current situation in the radiobiology of BNCT. This procedure removes the main drawbacks of the current method and it is based on new weighting factors that, as a difference with the previously used, are true constants (dose independent). In addition to this, we apply the formalism to allow the comparison to a fractionated conventional radiotherapy treatment, for which there is a lot of knowledge from clinical practice. As an application, the photon isoeffective dose of a BNCT treatment for a brain tumor is estimated. An excel sheet used for these calculations is also provided as supplementary material and can be used also with user-provided input data for the estimation of the photon isoeffective dose for comparison with conventional radiotherapy, both to single and fractionated treatments.Departamento de Física Atómica, Molecular y Nuclear, Universidad de Granada, Granada, Spain. Institut Laue-Langevin. Grenoble, Rhône-Alpes, France. Departamento de Bioquímica y Biología Molecular III e Inmunología, Universidad de Granada, Granada, Spai

Guía para el Uso del Crowdfunding a Base de Recompensas en Costa Rica

Proyecto de graduación (Licenciatura en Administración de Empresas. Enfasis en Finanzas) Instituto Tecnológico de Costa Rica, Escuela de Administración de Empresas, 201

Neutron radiobiology studies with a pure cold neutron beam

Data on the radiobiological effects of thermal neutrons are usually obtained from irradiations in a mixed field of neutrons of different energies and gamma rays or from conversion of proton data with similar energies to those created in the neutron capture on nitrogen. Experimental data from irradiations in a pure thermal or cold neutron beam can help to find new values for neutron relative biological effectiveness (RBE) factors, which are useful for BNCT (Boron Neutron Capture Therapy) and radiation protection applications. We present a new experimental setup for radiobiological studies at a cold neutron beam at Institut Laue-Langevin, a beam without fast neutron component and almost no gamma ray contribution. After the irradiation, survival assays are performed to obtain the survival curves. Finally, comparing with a reference photon irradiation, the thermal neutron RBE factors can be calculated. The methodology is outlined at the example of A375 melanoma cells for which new radiobiological data were obtained.We acknowledge financial support for this work from the Fundación Científica de la Asociación Española Contra el Cáncer (AECC) under grant PS16163811PORR, Junta de Andalucía (Andalusian Regional Government), under contract P11-FQM-8229, Spanish MINECO and FEDER funds under contract FIS2015-69941-C2-1-P, the grant agreement ILL-UGR and the founders of the University of Granada Chair Neutrons for Medicine: Spanish Fundación ACS and Capitán Antonio. M.P. acknowledges a grant under the program Becas de Iniciación a la Investigación from the Universidad de Granada (Plan Propio de Investigación). The open access fee was covered by FILL2030, a European Union project within the European Commission’s Horizon 2020 Research and Innovation programme under grant agreement N°731096

New Motherhood Concepts, Implications for Healthcare. A Qualitative Study Article

11 p.The aim of this study was to explore the experience of women who take care of their children in postpartum and who desire to be understood by society, with no judgements. For this purpose, a qualitative methodology was followed. In-depth interviews, discussion groups, and an online forum were used for data collection. The participants were Spanish women that had given birth in the past 6 months, and their partners. Healthcare specialists with experience in the topic were also included. Results showed three main categories: lack of priority, self-demand, and self-esteem changes. As a conclusion, the concept of motherhood needs to be redefined, as women feel that they are living under the pressure of being a "perfect mother". It is important that mothers allow themselves to fail in reaching the imposed requirements. Simple acceptance of motherhood boundaries could help in this transition

Two novel variants of the ABCG5 gene cause xanthelasmas and macrothrombocytopenia: a brief review of hematologic abnormalities of sitosterolemia

[EN] Background: Sitosterolemia (STSL) is a recessive inherited disorder caused by pathogenic variants in the ABCG5 and ABCG8 genes. Increased levels of plasma plant sterols (PSs) usually result in xanthomas and premature coronary atherosclerosis, although hematologic abnormalities may occasionally be present. This clinical picture is unfamiliar to many physicians, and patients may be at high risk of misdiagnosis. Objectives: To report two novel ABCG5 variants causing STSL in a Spanish patient, and review the clinical and mutational landscape of STSL. Patient/Methods: A 46-year-old female was referred to us with lifelong macrothrombocytopenia. She showed familial hypercholesterolemia-related xanthomas. Molecular analysis was performed with high-throughput sequencing. Plasma PS levels were evaluated with gas–liquid chromatography. The STSL landscape was reviewed with respect to specific online databases and all reports published since 1974. Results: A blood smear revealed giant platelets and stomatocytes. Novel compound heterozygous variants were detected in exons 7 (c.914C>G) and 13 (c.1890delT) of ABCG5. The patient showed an increased plasma level of sitosterol. These findings support the diagnosis of STSL. In our review, we identified only 25 unrelated STLS patients who presented with hematologic abnormalities including macrothrombocytopenia