Systematic review on R&D&I aid in Spain

Purpose: To analyse the scientific production around public R&D&I funds in Spain, in a context inwhich policies to promote innovation and development are considered essential for the progress ofdeveloped countries and receive significant amounts of the public budget. Design/methodology: Systematic review of all the scientific contributions collected in the Web ofScience Core Collection, Scopus and Proquest until March 2021, in which mention is made of R&D&Igrants in Spain.Findings: Scientific production indicates the positive impact of R&D&I aid on employment, privateinvestment and cooperation. The list of topics which academic research deals with in this sense is,however, limited. Thus, aspects are identified in which there is still not enough scientific evidence, suchas the effect of aid on the production of patents and utility models or the dissemination of thesupported projects.Research limitations/implications: The analysed data is limited to the Web of Science CoreCollection, Scopus and Proquest. Gray literature is not analysed.Originality/value: It is a study that can be useful to define future support policies for R&D&I aimed atcompaniesPeer Reviewe

Manual de Final Cut

Manual del programa de edición Final Cut para la asignatura Narrativa Audiovisual Aplicada a la Publicidad

Product placement analysis in three Netflix original series

La publicidad ha encontrado un obstáculo con la proliferación de plataformas como Netflix y esto ha provocado el impulso del emplazamiento de producto. Mediante un análisis de contenido, este estudio exploratorio examina el uso del emplazamiento de producto en tres series originales de Netflix, para comprender cómo se comporta en esta plataforma. Los resultados indican que se trata de una fórmula asentada, pero que el tipo de emplazamiento o el número de marcas están determinados por la trama. Igualmente, que la audiencia no se restrinja a un país concreto parece favorecer la presencia de marcas globales.Advertising has encountered an obstacle with the proliferation of platforms like Netflix and this has sparked a boost in product placement. Through a content analysis, this exploratory study examines the use of product placement in three of Netflix’s original series, to understand how it behaves on this platform. The results indicate that it is a settled formula, but that the type of location or the number of marks is determined by the plot. Likewise, the fact that the audience is not restricted to a specific country seems to favor the presence of global brands

Narrativa audiovisual aplicada a la publicidad: cuaderno de prácticas

Cuaderno de prácticas de la asignatura Narrativa Audiovisual Aplicada a la Publicidad

How Is Functional Food Advertising Understood? An Approximation in University Students

In functional food advertising, messages are not always easily understandable for the target audience. Current European legislation, enforced through Regulation 1924/2006, specifies that such messages should be clear and precise so as not to mislead the consumer. The objective of this study was to observe consumers’ understanding of messages in functional food advertisements. The methodology used was a self-administered survey filled out by 191 students enrolled in a Degree in Advertising and Public Relations at the University of Alicante (Spain). The results suggest that a large number of students do not know what functional food is and obtain information about these products mainly from labelling/packaging. The major means of communication through which they learn about health benefits via advertising is the internet, followed by television. Most respondents indicated that they understood related advertisements and found it helpful to be given additional information on health benefits. Worthy of note, the greater their level of understanding of the messages, the higher their level of distrust of advertising messages, which they considered to be deceptive or misleading.This research was conducted under the R&D&i project “Reclamos de salud en la publicidad de alimentos y comprensión del consumidor” (“Health claims in food advertising and consumer understanding”-GV/2016/088), funded by the Generalitat Valenciana, Spain and directed by Cristina González Díaz

Narrative strategies of the Ibero-American Festival of Advertising Communication El Sol’s winning ads

Los anuncios narrativos cuentan una historia relacionada con el mensaje publicitario (Phillips; McQuarrie, 2010). Distintas investigaciones apuntan a que ayudan a construir relaciones favorables con el consumidor (Woodside; Sood; Miller, 2008) y que son más persuasivos que los que presentan las características del producto de forma analítica (Escalas, 2004a; 2004b; Chang, 2009). Sin embargo, existen relativamente pocos trabajos que analicen este tipo de publicidad en el ámbito iberoamericano. Esta comunicación presenta un análisis de contenido de los anuncios narrativos galardonados en la sección Film del Festival Iberoamericano de la Comunicación Publicitaria El Sol en los últimos cinco años con el objetivo de conocer sus características más relevantes. Los resultados indican que este tipo de anuncios predominan sobre los anuncios no narrativos, que su duración es mayor, que presentan tramas arquetípicas, que usan el humor y que la emoción más frecuente que generan es la diversión.Narrative ads tell a story related to the advertising message (Phillips; McQuarrie, 2010). Different studies have suggested that they help build favorable relationships with the consumer (Woodside; Sood; Miller, 2008) and that they are more persuasive than those in which the characteristics of the product are presented analytically (Escalas, 2004a; 2004b; Chang, 2009). However, there are relatively few studies that analyze this type of advertising in the Ibero-American sphere. This communication presents a content analysis of the award-winning narrative advertisements in the Film section of the El Sol Ibero-American Festival of Advertising Communication in the last five years with the aim of determining their most relevant characteristics. The results indicate that these types of advertisements predominate over non-narrative advertisements, that they last longer, that they present archetypal plots, that they use humor, and that the most frequent emotion they generate is fun

Manual de edición rápida con Final Cut

Consideraciones generales. Gestión de archivos. La interfaz. Edición básica. Títulos y transiciones. Efectos. Audio. Compartir un proyecto. Problemas frecuentes. Funciones rápidas. Iconos principales. Tutoriales. Fuentes consultadas

Scientific productivity in Spain about R&D&i grants

Analizar las dimensiones y el impacto de las ayudas de I+D+i desde un punto de vista científico es esencial para elaborar estrategias de I+D+i. Este trabajo hace una revisión sistemática de los trabajos que analizan las subvenciones de I+D+i en España recogidos en Web of Science Core Collection, Scopus y Proquest. Las conclusiones indican que no existe una producción científica sólida sobre el tema. Es necesario avanzar en el análisis de aspectos que no se han tratado en profundidad.Analyzing the dimensions and impact of R&D&I aids from a scientific point of view is essential to develop R&D&I strategies. This work makes a systematic review of works that analyze the R&D&I grants in Spain collected in Web of Science Core Collection, Scopus and Proquest. The conclusions indicate that there is no solid scientific production on the subject. It is necessary to advance in the analysis of aspects that have not been addressed in depth

The communication of innovation carried out by Spanish companies in 2016 and 2017 through social networks

Esta investigación se centra en la comunicación de la innovación que las empresas realizan a través de las redes sociales digitales (RSD) más importantes en España. Mediante el análisis de contenido se estudia si las compañías que han recibido ayudas públicas de I+D+i utilizan las redes sociales para informar del apoyo logrado. Se observan los perfiles de las organizaciones en siete plataformas durante un marco temporal de dos años. Del estudio se desprende que la presencia de las empresas innovadoras en las redes sociales es modesta y que las RSD apenas se utilizan para complementar los requisitos de información y comunicación, contemplados en los textos legales de referencia. Teniendo en cuenta el nivel de penetración de las redes sociales en España es superior a la media mundial y que se trata de un medio adecuado para compartir información de interés público, sería de interés incluirlas dentro de las obligaciones de comunicación. Asimismo, su inclusión requeriría reflexionar sobre la información que se debe publicar, cuándo debe hacerse y qué plataformas emplea.This research focuses on the communication of innovation that companies carry out through the most important digital social networks in Spain. Through content analysis, we study whether companies that have received public R&D&I aid use social media to report the support achieved. The profiles of organizations are observed on seven platforms during a two-year time frame. The study shows that the presence of innovative companies in social networks is modest and that them are hardly used to complement the information and communication requirements, contemplated in the legal reference texts. Taking into account the level of penetration of digital social networks in Spain is higher than the world average and that it is an adequate means to share information of public interest, it would be of interest to include them within the communication obligations. Also, its inclusion would require reflection on the information to be published, when it should be done and what platforms to use

Comunicación de la innovación a través de los medios online

The communication of innovation through online media is a subject that has not been studied much. This article examines the communications of Spanish companies that have received grants for their Research, Development and Technological Innovation (R&D&I) projects from the Centre for Industrial Technological Development (Centro para el Desarrollo Tecnológico Industrial, CDTI). The companies that received funding in January 2016 are reviewed and an analysis performed of the quantitative and qualitative content of the websites and blogs for the subsequent 2 years has been. We have observed whether the companies communicate their innovations, if so, how, and whether they are complying with their communication obligations. Our conclusions indicate that the communication is insufficient, dispersed and not homogeneous. The regulations should better specify in which section the information should be published and which elements it should consist of, in order to improve transparency.La comunicación de la innovación realizada a través de los medios online es una materia poco estudiada. Este artículo investiga la comunicación que hacen las empresas españolas, que han recibido ayudas para sus proyectos de investigación, desarrollo e innovación tecnológica (I+D+i), del Centro para el Desarrollo Tecnológico Industrial (CDTI). Se revisan las empresas que han recibido una ayuda en enero de 2016 y se hace un análisis de contenido cuantitativo y cualitativo de los sitios web y blogs durante veinticuatro meses. Se observa si las empresas comunican las innovaciones, cómo lo hacen y si están cumpliendo con las obligaciones en materia de comunicación. Las conclusiones indican que la comunicación es insuficiente, está dispersa y no es homogénea. La normativa debería concretar mejor en qué apartado se debe publicar la información y qué elementos debería contener, para mejorar la transparencia