El contenido informativo de la cuña publicitaria en España. Un análisis comparativo entre la radio generalista y la temática

El presente estudio desarrolla un análisis del contenido informativo a partir de la clasificación diseñada por Resnik y Stern aplicada a una muestra estadísticamente representativa de cuñas radiofónicas en España, desagregando su estudio tanto por el tipo de producto anunciado como por el tipo de cadena donde fueron emitidas. Los resultados muestran la destacada presencia que la publicidad descriptiva tiene en el conjunto del discurso publicitario radiado tanto por la Radio Generalista como por la Temática, y todo ello en favor de unas estrategias de creación publicitaria contradictorias con las potencialidades y limitaciones del medio radio.The present study develops an information content analysis based on the application of the Resnik and Stern classification system on a statistically representative sample of radio spots in Spain, with a breakdown of the study by type of product advertised as well as type of broadcast station used. The results show the significant presence of descriptive advertising in advertising discourse as a whole, both for general interest and thematic radio stations, favoring certain advertising strategies that contradict the potentialities and limitations of radio media

La publicidad con pretendida finalidad sanitaria en la radio española. Un análisis empírico por tipo de emisora

El presente trabajo demuestra que buena parte de la publicidad radiofónica de productos relacionados con la salud vulnera la legislación vigente. El análisis de una muestra de 430 cuñas publicitarias, 1664 si se tiene en cuenta su frecuencia de emisión, ha permitido identificar las cuatro categorías de producto que concentran los claims ilícitos: alimentación, bebidas, belleza e higiene y salud. La proporción de engaños por cada cuña ilícita emitida alcanza el 3,99 en la radio generalista y el 2,2 en la radio temática. El tipo de engaño más frecuente hace referencia a productos que supuestamente proporcionan seguridad de alivio o curación cierta

De quem é essa voz? Evolução de sua presença e uso por tipo de personagem na publicidade radiofónica (2009 2016)

El presente trabajo analiza el uso de la voz en la publicidad radiofónica a partir de tres objetivos concretos: cuantificar la presencia de los distintos tipos de voces; analizar la praxis de los anunciantes respecto a la elección de un tipo de voz concreto; y estudiar las formas de identificación del portavoz y su implicación con el producto a través del mensaje. El estudio se basa en dos muestras estadísticamente representativas referidas a los años 2009 y 2016. El análisis pone de manifiesto que son las voces de los consumidores —cuyo peso se ha incrementado en un 52 %— y las propias de los empleados de las empresas —que se han multiplicado por 14— las que más presencia acumulan en las emisiones publicitarias radiofónicas entre los dos años de referencia. El trabajo constata la infrautilización de la radio como medio publicitario, avanzando como consecuencia, entre otros aspectos, el uso incorrecto e ineficaz de la voz para la identificación de determinados personajes que avalan al anunciante y se dirigen a la audiencia en su nombre

De quem é essa voz? Evolução de sua presença e uso por tipo de personagem na publicidade radiofónica (2009-2016)

El presente trabajo analiza el uso de la voz en la publicidad radiofónica a partir de tres objetivos concretos: cuantificar la presencia de los distintos tipos de voces; analizar la praxis de los anunciantes respecto a la elección de un tipo de voz concreto; y estudiar las formas de identificación del portavoz y su implicación con el producto a través del mensaje. El estudio se basa en dos muestras estadísticamente representativas referidas a los años 2009 y 2016. El análisis pone de manifiesto que son las voces de los consumidores -cuyo peso se ha incrementado en un 52 %- y las propias de los empleados de las empresas -que se han multiplicado por 14- las que más presencia acumulan en las emisiones publicitarias radiofónicas entre los dos años de referencia. El trabajo constata la infrautilización de la radio como medio publicitario, avanzando como consecuencia, entre otros aspectos, el uso incorrecto e ineficaz de la voz para la identificación de determinados personajes que avalan al anunciante y se dirigen a la audiencia en su nombre.This paper analyzes the use of voice in radio advertising based on three specific objectives: quantify the presence of different types of articulations, analyze the praxis of the advertisers regarding the choice of a particular voice type, and study the forms for identifying the spokesperson and their implication with the product through the message. The study presented is based on two statistically representative samples referring to the years 2009 and 2016. The analysis shows that the voices of consumers -whose weight has increased by 52 %- and the employees of the companies -which have multiplied by 14- are the most frequently broadcasted in radio advertising for the reference years. The work confirms that the radio is underused as an advertising medium, among other aspects, because it relates to different spokespeople who represent the advertiser and addresses the audience in their behalf

Dietary supplements’ endorsements. A content analysis of claims and appeals on Spanish radio

The aims of this study are to analyze the presence of endorsers in DS advertising on Spanish radio and the health-related product information of endorsements on full service Spanish radio. To this end, the content analysis of all radio spots broadcast throughout the year 2017 is conducted, deriving a corpus of 165 different radio spots belonging to the product category of dietary supplements, broadcast a total of 10,566 times. According to the Elaboration Likelihood Model, endorsers are a peripheral cue and increase advertising persuasion. The main results show that the most prevalent type of endorser in DS radio spots is the anonymous spokesperson, followed by celebrities, and that endorsers use explicit claims more frequently than implicit claims. Additionally, experts and celebrities use rational appeals more frequently while emotional appeals predominate in endorsements by typical consumers. Thus, rational appeals are prevalent in endorsements voiced by the most credible endorsers: experts and celebrities. That is, the higher the social recognition and credibility of the endorser, the greater the weight of direct, explicit and rational arguments in the message, while less attention is given to emotional appeals.The aims of this study are to analyze the presence of endorsers in DS advertising on Spanish radio and the health-related product information of endorsements on full service Spanish radio. To this end, the content analysis of all radio spots broadcast throughout the year 2017 is conducted, deriving a corpus of 165 different radio spots belonging to the product category of dietary supplements, broadcast a total of 10,566 times. According to the Elaboration Likelihood Model, endorsers are a peripheral cue and increase advertising persuasion. The main results show that the most prevalent type of endorser in DS radio spots is the anonymous spokesperson, followed by celebrities, and that endorsers use explicit claims more frequently than implicit claims. Additionally, experts and celebrities use rational appeals more frequently while emotional appeals predominate in endorsements by typical consumers. Thus, rational appeals are prevalent in endorsements voiced by the most credible endorsers: experts and celebrities. That is, the higher the social recognition and credibility of the endorser, the greater the weight of direct, explicit and rational arguments in the message, while less attention is given to emotional appeals

Advertising self-regulation. A comparative analysis between the United Kingdom and Spain

Según los criterios y parámetros que la Unión Europea considera determinantes para un modelo efectivo de autorregulación publicitaria, este trabajo realiza un análisis comparativo entre los sistemas de autorregulación publicitaria de Reino Unido y España. Teniendo en cuenta que el modelo británico es considerado una referencia internacional por su eficacia, este estudio tiene como principal objetivo identificar las fortalezas y debilidades del sistema español en términos de independencia, eficacia, financiación y cobertura. En consonancia con el modelo de buenas prácticas y a partir de los resultados, se proponen herramientas de mejora en el marco de un organismo independiente y proactivo.Based on the criteria and parameters considered decisive by the European Union for an effective self-regulation model in advertising, this work carries out a comparative analysis between the advertising self-regulation systems in the United Kingdom and Spain. Setting the British system as a benchmark due to its effectiveness, the main objective of the study is to identify the strengths and weaknesses of the Spanish system in terms of independence, effectiveness, funding and coverage. In line with the best practice model and in view of the results obtained, certain improvement tools are proposed within a framework of an independent and proactive body

Topography and coral community of the Sisal Reefs, Campeche Bank, Yucatán, México

The Campeche Bank, Gulf of Mexico, is a region with abundant coral reef ecosystems that havent been studied despite providing goods and services to some human communities. This work presents the topography, coral community and conspicuous reef associated fauna of three reefs of this region: Sisal, Madagascar and Serpiente. Three-D models of reef topography were derived using a GPS-echo-sounder coupled with geostatistical methods. The coral community was assessed through composition, richness, density and size of the colonies. The size of the Sisal Reefs was bigger than other Gulf of Mexico reefs. Hard coral colonies presented an average diameter of 9 cm and an average density of 9 colonies/m2 , whereas octocoral colonies averaged 11 cm in height and presented an average density of 24 colonies/m2 . We found 18 hard coral and 14 octocoral species, all of them distributed in the Atlantic Ocean; however, this work is the first to report Carijoa riseii and Phyllangia americana for the Mexican reefs of the Gulf of Mexico. The conspicuous fauna consisted in species with aquaculture potential (e.g. Octopus maya, Panulirus argus, Periclimenes pedersoni) and conservation priority (i.e. Eretmochelys imbricata). This study shows that these reefs are important centers of marine life and provides a baseline for future research

El clavel murciano

Contiene además: Corona literaria que la ciudad de Murcia ofrece á nuestro eminente poeta nacional, D. Salvador Rueda, Murcia 31 abril 1902 (p. 65-90

Detection of human cytomegalovirus in bronchoalveolar lavage of intensive care unit patients

The seroprevalence of human cytomegalovirus (CMV) is very high worldwide [1, 2] and the spectrum of disease caused by it ranges from an asymptomatic state to a mononucleosis-like syndrome to severe diseases such as pneumonia, retinitis or gastrointestinal infection. The most severe disease occurs in congenital infection and in immunosuppressed patients, in whom the virus acts as an opportunistic pathogen. However, the role of CMV in other populations is less clear and is controversial [3]. Some studies in critical patients describe a relationship between CMV and increased mortality rates, longer length of stay and prolonged need for mechanical ventilation [3-5]. The incidence of active CMV infection depends on the diagnostic method used. Several epidemiological studies and systematic reviews have assessed the incidence of CMV infection in mechanically ventilated, critically ill patients, finding values ranging from 0-36% [5-7]. In this study, we aimed to assess the incidence, clinical characteristics, risk factors and outcomes for intensive care unit (ICU) patients with CMV detection by bronchoalveolar lavage (BAL)

Adiciones y correcciones a la orquidoflora valenciana, VII

Se aportan datos sobre algunos táxones de Orchidaceae que resultan escasos en la Comunidad Valenciana o en determinadas de sus comarcas; a destacar la presencia de Ophrys santonica y O. × pseudospeculum en Alicante.It is shown some data about rare taxa of Orchidaceae at the Valencian Community (E Spain) or expansions of area to new shires; to emphasize the presence of Ophrys santonica and O. × pseudospeculum in Alicante