Análisis critico de la normativa aplicable a la publicidad engañosa en la compraventa de inmuebles en publica oferta

59 p.Teniendo como presupuesto que la publicidad engañosa en la compraventa inmuebles en pública oferta, carece de un adecuado tratamiento en nuestro ordenamiento, esta memoria pretende analizar la normativa existente en nuestro susceptible de ser aplicada a dicha problemática, con el objeto de solucionar falta de una adecuada regulación. Para tal efecto han sido analizadas las disposiciones contenidas en la Ley Nº 19.496 de protección de los derechos de los consumidores 1 ; instituciones de Derecho común vigente, tales como incumplimiento de contrato, lesión enorme, error esencial y dolo; para concluir con análisis crítico del proyecto de modificación a la Ley 19.496 en relación con los inmuebles; y la formulación de conclusiones personales sobre el tema de estudio

Creativity : the key to creating successful advertising messages in the digital sonosphere

The characteristics of the radio media have traditionally been put forward as arguments to justify the lack of creativity in radio advertising in Spain. Factors such as fragmentation of the media, the need to resort to high frequencies in the broadcast message, the format almost absolute control wedge or direct translation of texts designed to television to radio, have led to and perpetuated the idea that radio advertising is not creative. However, the sono-digital realm has become the paradigm upside down transmission and reception of audio advertising messages. Multiplication, integration and interaction of different receiving devices paint a landscape in which arise not only new consumption habits that are beginning to overtake traditional formats, but also creativity stands as an essential tool to attract attention of the "new audiences". This is one conclusion that emerges from the first phase of the study being carried out Publiradio Research Group (Faculty of Communication Sciences -Universidad Autonoma de Barcelona), with the title: The Digital Sonosphere as a New Space to Communicate with Young People: A Study of Listener Habits for the Development of new PSA Formats CSO2009-12236. The project emphasizes the importance given to creativity when developing advertising products, so much so that young people who have been part of the field investigation, one of the conditions to be given to advertising is acceptable to be creative. In this new stage of digital sound-field, in which the radio loses its characteristic half-king as a transmitter of sound advertising and must coexist with other media that carry the increased potential for contact with the target. These new media have features that allow them free of the topics traditionally associated with radio advertising, but have we taken this opportunity to renew? The emergence of these new media has not been accompanied by the emergence of new advertising formulas sound. In this communication, is intended to highlight the opportunity provided by the digital sound-field enhancement factor of creativity and highlight the central role it can and should play in buildin

The sound of responsibility : evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase

Radio is an audio communication medium that has always stood out for its credibility and close relationship to its audience, which makes it an appealing option for organizations that want to make their responsible behavior known. The Covid-19 pandemic has created a new landscape in which the strategic role of corporate social responsibility (CSR) in the company has been strengthened and in which advertising messages are proving to be an interesting way of disseminating organizations' responsible actions. Based on the quantitative content analysis of 562 radio advertisements taken from the three principal mainstream Spanish radio broadcasters and collected 2 years apart (2019 and 2021), this study seeks to find out whether the Covid-19 health crisis has led to changes in the use of radio advertising as a vehicle for communicating organizations' CSR. To this end, the variables analyzed were the presence of CSR elements, advertiser, economic sector, CSR dimensions, beneficiary stakeholders, and communication area. The results show, among other data, that the communication of CSR through radio advertising has experienced significant growth after overcoming the worst moments of the pandemic. This growth indicates that companies are increasingly sensitive to issues related to CSR and that radio advertising has provided them with a way to publicize their socially responsible actions. It seems that corporations understand that credibility, trust, and a not inconsiderable penetration rate encourage the circulation of their CSR campaigns through the medium of radio.La radio es un medio de comunicación sonoro que siempre ha destacado por su credibilidad y cercanía con la audiencia, lo que la convierte en una interesante opción para las organizaciones que quieren dar a conocer sus actuaciones responsables. La pandemia de la Covid-19 ha generado un nuevo escenario en el que la responsabilidad social corporativa (RSC) ha visto reforzado su papel estratégico en la empresa y en el que los mensajes publicitarios se muestran como interesantes vías de divulgación de las acciones responsables de las organizaciones. A partir del análisis de contenido cuantitativo de 562 anuncios radiofónicos extraídos de las 3 principales emisoras de radio generalistas españolas y recogidos con 2 años de diferencia (2019 y 2021), el estudio trata de averiguar si la crisis sanitaria de la Covid-19 ha comportado cambios en el uso de la publicidad radiofónica como vehículo para comunicar la RSC de las organizaciones. Para ello, las variables analizadas han sido: presencia de elementos de RSC, anunciante, sector económico, dimensiones de la RSC, stakeholders beneficiarios y área de comunicación. Los resultados muestran, entre otros datos, que la comunicación de la RSC a través de la publicidad radiofónica ha experimentado un crecimiento significativo tras superar los peores momentos de la pandemia. Este incremento indica que las empresas son cada vez más sensibles con las cuestiones relacionadas con la RSC y que encuentran en la publicidad radiofónica una vía para difundir sus acciones socialmente responsables. Parece que las corporaciones han comprendido que credibilidad, confianza y un índice de penetración nada despreciable favorecen la transmisión de sus campañas de RSC en el medio radio

Feminist stereotypes and women's roles in Spanish radio ads

This article takes a quantitative approach to Spanish radio advertising and the stereotypes and female roles that it broadcasts in a medium that has traditionally had high female audience rates in our country. From content analysis of 679 radio ads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study attempts to show the evolution (or regression) of how radio advertising portrays women. The radio in Spain has always been a medium anchored in the real world that has also provided some degree of space to broadcast social movement. #MeToo, as a phenomenon promoting female empowerment, was no exception. Therefore, this longitudinal study aims to demonstrate whether the social movements that led to increased female activism have been reflected in a change of roles and stereotypes projected by radio advertising messages. The work presented here looks at the concept of role from a dual perspective: firstly, it focuses on the role played by female voices in radio advertising items. Secondly, it works on the concept of role by assimilating it into the female image projected in radio advertising items. The results obtained between the two samples are remarkably similar, demonstrating a clear tendency to polarise the female image and confirming that women are still being portrayed in significantly traditional roles