32 research outputs found
Aulas, publicidad y ficci贸n televisiva: una experiencia de innovaci贸n docente
This paper shows the development and results of an innovative teaching project, conceived to make use of audiovisual texts not only as a pedagogic tool but also as a committed and responsible approach to social reality. The novelty of the proposal is the use of television fiction and, in particular, Mad Men serial, within the framework of university teaching of Advertising, targeting to a critical information management, and to promote the reflection of the students on the advertising phenomenon in the current socioeconomic context.El presente art铆culo muestra el desarrollo y resultados de un proyecto de innovaci贸n docente, concebido para hacer uso de los textos audiovisuales no s贸lo como herramienta pedag贸gica sino tambi茅n como espoleta de una toma de postura comprometida y responsable con la realidad social. La novedad de la propuesta estriba en la utilizaci贸n de la ficci贸n televisiva y, en concreto, la serie Mad Men, en el marco de la docencia universitaria de la Publicidad, orientada a un manejo cr铆tico de la informaci贸n, que promueva la reflexi贸n de los estudiantes en torno al fen贸meno publicitario en el contexto socioecon贸mico actual
Un compa帽ero de viaje imprescindible. CARO ALMELA, Antonio: Comprender la publicidad. Barcelona, Tr铆podos, colecci贸n (Ex)tensiones, 2010.
El discurso disidente de la contrapublicidad verde
This paper reflects on the present advertising context, precisely on the ecological message proliferation used to position certain companies and products. Those messages are made to make the consumer believe that he or she is buying something that cares for the environment when it really does not so much. Then, it is explained how subvertising counteracts the role of traditional and hegemonic advertising by means of denouncing that it is not so 芦green禄 as it pretends to be.En el presente trabajo reflexionamos sobre el contexto publicitario actual y, en concreto, sobre la proliferaci贸n de mensajes en los que la ecolog铆a se utiliza para tratar de posicionar todo tipo de productos y entidades, sus causas e implicaciones, teniendo presente que algunos mensajes pretenden hacer creer al consumidor que los productos y/o los procedimientos publicitados son respetuosos con el medio ambiente cuando realmente no lo son o no lo son tanto como pregonan sus campa帽as. Asimismo, reflexionamos sobre la contrapublicidad en tanto que discurso replicante y alternativo al tradicional y hegem贸nico, a trav茅s del cual se denuncian las inconsistencias que presentan las predicaciones 芦verdes禄 de ciertas campa帽as publicitarias
Proyecci贸n y posibilidades del medio exterior en Espa帽a: una propuesta de desarrollo
Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Informaci贸n, Departamento de Comunicaci贸n Audiovisual y Publicidad II, le铆da el 11-10-1999Depto. de Teor铆as y An谩lisis de la Comunicaci贸nFac. de Ciencias de la Informaci贸nTRUEpu
Aulas, publicidad y ficci贸n: una experiencia de aprendizaje ccoperativo
Este proyecto de innovaci贸n docente desarrolla estrategias que proponen hacer uso de los textos audiovisuales no s贸lo como herramienta pedag贸gica sino tambi茅n como espoleta de una toma de postura comprometida y responsable con la realidad social. La novedad de la propuesta estriba en la utilizaci贸n de la ficci贸n televisiva y, en concreto, la serie Mad Men, en el contexto de la docencia universitaria de la Publicidad, orientada a un manejo cr铆tico de la informaci贸n, que promueva la reflexi贸n en torno al fen贸meno publicitario en el contexto socioecon贸mico actual.Peer Reviewe
Dimensiones en la evaluaci贸n de la creatividad en campa帽as de comunicaci贸n integrada. Una aportaci贸n para la evaluaci贸n en el entorno docente.
Evaluar la creatividad de las campa帽as de comunicaci贸n integrada no es tarea f谩cil. A pesar de que la creatividad es un aspecto de especial relevancia en el sector, la subjetividad juega un papel determinante en la evaluaci贸n del potencial creativo de una campa帽a. En el entorno profesional, los creativos establecen valoraciones subjetivas basadas en su experiencia para filtrar las distintas alternativas. En los grados en Publicidad y RRPP los estudiantes no poseen experiencia previa y, adem谩s, es necesario traducir dicha evaluaci贸n cualitativa a una calificaci贸n num茅rica que la represente. El objetivo de esta investigaci贸n fue identificar las dimensiones impl铆citas en la evaluaci贸n de la creatividad para desarrollar un recurso que, alineado con los requerimientos de la industria, contribuya a reducir la brecha acad茅mico-profesional. El m茅todo comprende entrevistas a profesionales y una extensa revisi贸n de la literatura. La codificaci贸n de los datos se realiz贸 simult谩neamente a la revisi贸n bibliogr谩fica y dio lugar a la identificaci贸n de cuatro dimensiones centrales de evaluaci贸n y 14 subdimensiones, que constituyen el modelo que se presenta que, en su aplicaci贸n en el 谩mbito docente, puede contribuir a evaluar y guiar el trabajo creativo de los estudiantes, as铆 como a reforzar su dominio de la materia
An educational initiative for Mexican school-aged children to promote the consumption of fruit, vegetables and physical activity
Aim: To present the results of a community initiative focused on strengthening physical activity and the consumption of fruits, vegetables and natural water while discouraging the use of highly energetic food and sugary drinks in public schools of Morelos.
Methods: A quasi-experimental study with an educational initiative focused on the school community of two primary schools and two junior high schools. Pre- and-post initiative measurements were made. The study took place in the municipality of Yautepec, Morelos, Mexico, in a rural area and an urban area, from August 2010 to July 2011.
Results: Water consumption among school-aged children increased from 15.1% to 20.1% and soda consumption decreased from 21.4% to 13.2%. A slight increase in the consumption of fruits and vegetables was also measured (oranges, jicamas, bananas, tomatoes, prickly pear pads, lettuces), that are accessible in the region. It was found that the supply of fresh food is limited and that high energy density foods have an oversupply in both study areas. Physical activity increased with actions such as football and dancing, in accordance with the baseline measurement. No changes were observed in the nutritional condition of school-aged children (n=150; 13.3% with overweight and 7.3% with emaciation), or in adults who presented a body mass index higher than normal, 60.2% to 88.4%.
Conclusion: In addition to educational activities, schools need to implement strategies to improve the access and availability of fresh foods while limiting the access of high energy-density foods.
 
An educational initiative for Mexican school-aged children to promote the consumption of fruit, vegetables and physical activity
Aim: To present the results of a community initiative focused on strengthening physical activity and the consumption of fruits, vegetables and natural water while discouraging the use of highly energetic food and sugary drinks in public schools of Morelos.Methods: A quasi-experimental study with an educational initiative focused on the school community of two primary schools and two junior high schools. Pre- and-post initiative measurements were made. The study took place in the municipality of Yautepec, Morelos, Mexico, in a rural area and an urban area, from August 2010 to July 2011.聽聽Results: Water consumption among school-aged children increased from 15.1% to 20.1% and soda consumption decreased from 21.4% to 13.2%. A slight increase in the consumption of fruits and vegetables was also measured (oranges, jicamas, bananas, tomatoes, prickly pear pads, lettuces), that are accessible in the region. It was found that the supply of fresh food is limited and that high energy density foods have an oversupply in both study areas. Physical activity increased with actions such as football and dancing, in accordance with the baseline measurement. No changes were observed in the nutritional condition of school-aged children (n=150; 13.3% with overweight and 7.3% with emaciation), or in adults who presented a body mass index higher than normal, 60.2% to 88.4%.Conclusion: In addition to educational activities, schools need to implement strategies to improve the access and availability of fresh foods while limiting the access of high energy-density foods.聽聽
Proyecci贸n y posibilidades del medio exterior en Espa帽a: una propuesta de desarrollo
Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Informaci贸n, Departamento de Comunicaci贸n Audiovisual y Publicidad II, le铆da el 11-10-1999Depto. de Teor铆as y An谩lisis de la Comunicaci贸nFac. de Ciencias de la Informaci贸nTRUEpu