La publicidad integrada en el contenido TV : atención visual y reconocimiento cognitivo en los jóvenes y en los adultos mayores

El objetivo principal de este trabajo es llenar un vacío existente en la investigación sobre la eficacia de la publicidad integrada en los contenidos televisivos, estudiando y midiendo de forma objetiva ("Eye Tracker") cómo los espectadores atienden y procesan este tipo de comunicación publicitaria. Los datos muestran en qué medida la atención visual dispensada a los elementos de la publicidad integrada está relacionada con el posterior reconocimiento de la publicidad y de la marca, y si este proceso difiere entre los sujetos jóvenes y los adultos mayores. Los resultados permiten concluir que el proceso atencional a la publicidad integrada se produce en diferentes niveles, de los cuales se constata el primer nivel, el pre-consciente, pre-atentivo e involuntario, en el que las fijaciones oculares del sujeto exploran los elementos publicitarios de forma inconsciente; en función de otros mecanismos de selección, los elementos publicitarios se procesarán en un nivel superior hasta el punto de ser reconocidos por el telespectador. Consideramos la televisión, y en especial la inclusión simbiótica de publicidad integrada, como una herramienta de comunicación muy eficaz para las marcas. Esta herramienta, la publicidad integrada o por extensión, el "Content Integrated Marketing", puede satisfacer de forma amplia y efectiva las necesidades de comunicación de la marca. Esta aportación al estudio de la publicidad desde la perspectiva de la psicología cognitiva aborda cuestiones novedosas sobre la publicidad integrada, dando respuesta a algunas preguntas y planteando otras nuevas, y abre la puerta a posteriores investigaciones sobre la publicidad desde una perspectiva interdisciplinar.The aim of this study is to address the lack of research on effectiveness of Advertising in TV content, studying and measuring objectively (Eye Tracker) how the audience pays attention and processes this Integrated Advertising. The data shows in what extent the visual attention delivered to Integrated Advertising elements is related to the subsequent recognition of the Advertising and the Brand, and if this process differs among subjects, younger and older adults. The results suggest that attention processing of Integrated Advertising occurs at different levels, the first level being the pre-conscious, pre-attentive and involuntary, the level in which the eye fixations of the subjects are delivered in Advertising elements unconsciously; according to various selection mechanisms, advertising items are processed at a higher level until being recognized by the viewer. Consequently we do believe TV, and precisely the inclusion of symbiotic Integrated Advertising, is indeed a very effective communication tool for brands. This tool, Integrated Content Marketing, can fulfil effectively a vast range of Brand Communication needs. This contribution to the study of Advertising from the perspective of Cognitive Psychology deals with new issues on Integrated Advertising, answering questions and setting out new ones, and opens the door to further research o

¿Programa publicidad marca o producto? : Procesamiento consciente e inconsciente de la Publicidad No Convencional (PNC) televisiva

Comunicaciones del IV Congreso Internacional sobre análisis fílmico celebrado en la Universitat Jaume I de Castellón 4,5 y 6 de mayo de 201

Albumi

Opinnäytetyöni perustuu isovanhempieni tavaroihin ja isoisäni keräämiin kansioihin ja albumiin sekä niistä löytyneisiin teksteihin. Kuvallinen osuuteni on kirja. Rakennan albumin uudelleen omista lähtökohdistani. Kirjallisessa osuudessa pohdin esineiden ja kuvien merkitystä identiteetin rakentumisessa. Mitä vanhat kuvat ja esineet voivat kertoa niiden omistajista uudelleen tulkinnan kautta?My thesis is based on my grandfathers old photo album and the texts found within it. Some of my grandparents belongings also take part. My visual part is a book. I recreate the photo album from scratch in my own point of view. In the written part I ponder how photos and items shape ones identity. What do old photos and items tell of their owners thru fresh interpretation

Hipertext de Psicologia i comunicació publicitària en clau ECTS

El treball, de caire interdepartamental, s'emmarca en la docència de les matèries de Psicologia en els estudis de Publicitat i Relacions Públiques, i en la docència de les matèries de Publicitat en les estudis de Psicologia.L'adaptació de la titulació de Publicitat i Relacions Públiques als ECTS ens serveix de punt de partida per a la creació d'un hipertex. L'estructura de l'hipertext especifica els coneixements que l'estudiant ha d'aprendre i les competències que desenvoluparà. L'apartat de pràctiques permet als estudiants familiaritzar-se i aplicar els continguts apresos a la pràctica professional. Els diferents exercicis d'avaluació proposats i el contingut desenvolupat ajuden a l'estudiant a realitzar un treball d'anàlisi i síntesi de la informació

Hepatocellular Carcinoma Intrinsic Cell Death Regulates Immune Response and Prognosis

Ablative and locoregional treatment options, such as radiofrequency, ethanol injection, microwave, and cryoablation, as well as irreversible electroporation, are effective therapies for early-stage hepatocellular carcinoma (HCC). Hepatocyte death caused by ablative procedures is known to increase the release of tumor-associated antigen, thus enhancing tumor immunogenicity. In addition, the heat ablative resection induces pyroptotic cell death accompanied by the release of several inflammatory factors and immune-related proteins, including damage-associated molecular patterns (DAMPs), heat shock proteins (HSPs), ficolin 3, ATP, and DNA/RNA, which potentiate the antitumoral immune response. Surgical approaches that enhance tumor necrosis and reduce hypoxia in the residual liver parenchyma have been shown to increase the disease-free survival rate by reducing the host’s immunosuppressive response. Scalpel devices and targeted surgical approach combined with immune-modulating drugs are an interesting and promising area to maximize therapeutic outcomes after HCC ablation

Carcinogenesis and Metastasis in Liver: Cell Physiological Basis

Hepatocellular carcinoma (HCC) incidence is rising. This paper summarises the current state of knowledge and recent discoveries in the cellular and physiological mechanisms leading to the development of liver cancer, especially HCC, and liver metastases. After reviewing normal hepatic cytoarchitecture and immunological characteristics, the paper addresses the pathophysiological factors that cause liver damage and predispose to neoplasia. Particular attention is given to chronic liver diseases, metabolic syndrome and the impact of altered gut microbiota, disrupted circadian rhythm and psychological stress. Improved knowledge of the multifactorial aetiology of HCC has important implications for the prevention and treatment of this cancer and of liver metastases in general

Hepatic Progression of Hepatocellular Carcinoma

Hepatocellular carcinoma constitutes an ongoing challenge due to its incidence and the high mortality related to it. Metastases and relapses even after treatment with curative intent are frequent. The liver is a common site for metastasis because of anatomical and physiological reasons; its position, the particular cytoarchitecture and cell populations, and its peculiar immunologic properties make it a favorable and tolerogenic environment; the inflammatory state with the alteration of the cytoarchitecture and of the microcirculation associated, and gut permeability and metabolic diseases cause the development of a liable site to progression of hepatocellular carcinoma. The difficulty of always having an early diagnosis and the lack of therapeutic flow charts including the biological behavior of the disease have always posed great difficulties in dealing with it. In the last few years, mechanisms involved in the onset and in the progression of hepatocellular carcinoma are a source of great interest; the discovery of pro-neoplastic and pro-metastatic conditions, of the cross talk between organs and cells, of progression pathways, of mediators contributing to proliferation and metastasis and of modular check points, of miRNAs, all potential therapeutic targets, appear promising for transforming the approach to hepatocarcinoma, offering the possibility of earlier diagnosis, customizable treatments, and better outcome