Literacy difficulties 'self-perception in advertising students

In the last years, university professors have detected an increase in misspellings, even in degrees where proficiency in communication is essential. There is a need to analyse how writing and reading problems prevalence has enlarged, but also the reason why this has happened. This re-search starts from the assumption that in some countries students with literacy difficulties might be reaching the university without a proper diagnosis or support intervention. In the frame of Advertising studies, a creative career with requirements of high knowledge of oral and written communication, the study compares in Spain actual literacy problems diagnoses to literacy self-perception. It also explores the awareness and attitudes toward dyslexia through an online questionnaire. Results show, on one hand, a quantitative discrepancy between actual diagnosis and self-perception struggles. On the other hand, a qualitative discrepancy with those pupils with dyslexia diagnoses reporting lower punctuations in the literacy struggles than the rest. Finally, a practical discrepancy, as there is widespread theoretical knowledge about dyslexia that does not correspond to practical interventions for this problem. Causes and consequences of these discrepancies in communication students require further research

Print advertising of cosmetics in Spain and its visual characteristics

El presente estudio utiliza el análisis de contenido para conocer los aspectos visuales de la publicidad gráfica de la categoría “Tratamientos faciales de belleza” de las principales marcas en España. Los datos indican que la estructura más utilizada es la imagen de una mujer que personifica el ideal de belleza a la izquierda mientras que a la derecha se encuentra un texto explicativo junto con el producto, generalmente representado de forma expresiva. Además, cada marca se caracteriza por una combinación específica de estrategias visuales. Los resultados tienen implicaciones tanto para el sector publicitario como para los estudios sobre cultura visual.This study uses the content analysis to understand the visual aspects of print advertising in the category "Facial beauty treatments" of the main brands in Spain. The data indicate that the most used structure is the image of a woman who personifies the ideal of beauty on the left, while on the right is located the explanatory text together with the product, usually represented in an expressive way. In addition, each brand is characterized by a specific combination of visual strategies. The results have implications both for the advertising sector and for visual culture studies

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

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

European Funds at the Level of the Spanish Autonomous Communities: Is Administrative Communication Discouraging Open Innovation?

Spain is at the bottom in the absorption of European funds, and there is a need to research why. This paper starts from the idea that the problem could, among other issues, be related to the ineffectiveness of administrative communication, both in terms of transparency and dissemination. These dimensions are key for the innovation and open government principles endorsed by the better regulation initiative of the EU and have hardly been studied in this respect by academics. For the period 2021–2027, Spain will receive more than 34,692 million euros from the ERDF and ESF+ funds. The autonomous communities and cities must report on this aid based on communication plans and strategies for the operational programs. After compiling them, assessing their ease of access and analyzing some of their characteristics, such as the levels of execution of their budgets, this research analyzes how the 19 official websites inform about the ERDF and ESF. In several cases, the results point to inefficient institutional management of budgets for communication, as well as obstacles to accessing online content, which is key to transparency. The extent to which these shortcomings may be related to the lack of demand for European funding could be analyzed in future studies

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

Unlocking the secrets of Spain’s R&D subsidies: An advanced analysis of applicant companies

Innovation is crucial for companies to stay competitive, provide value to customers, and generate profits. Likewise, research and development (R&D) is critical for companies to sustain productivity growth. Spain has lagged behind other countries in terms of R&D investment, with only 1.4% of its GDP allocated to R&D, well below the European average. To improve this situation, the government offers subsidies to stimulate R&D in Spanish companies. This study examines the profile of subsidized companies in Spain. The aim is to provide insight into the support for companies that apply for innovation subsidies by analyzing the profile of subsidized companies and identifying key variables influencing the success of obtaining innovation grants. The study is based on advanced estimation methods. Natural language processing (NLP), artificial neural network (ANN) techniques, and clustering are used to perform rigorous and robust analysis of the profile of subsidized companies in Spain. The study thus contributes to knowledge in the field of innovation subsidies

Experiencia piloto de uso de redes sociales como herramientas de blended learning en asignaturas de medios audiovisuales

El objetivo principal de esta investigación es explorar las posibilidades de las redes sociales como herramientas de blended learning en las asignaturas “Técnicas de Comunicación Audiovisual”, “Narrativa Audiovisual Aplicada a la Publicidad” y “Producción y Realización en Medios Audiovisuales” que se imparten en el Grado de Publicidad y Relaciones Públicas de la Universidad de Alicante. Por las posibilidades que ofrecen a nuestras asignaturas, hemos seleccionado Facebook, YouTube y Flickr. Flickr se ha utilizado como plataforma para entregar las fotografías realizados en la asignatura “Técnicas de Comunicación Audiovisual” durante el curso 2015-1016. Para “Narrativa Audiovisual Aplicada a la Publicidad” y “Producción y Realización en Medios Audiovisuales” se ha creado una página de Facebook y un canal de YouTube con el nombre de “Medios Audiovisuales UA”. Los enlaces para ambos recursos se encuentran publicados en Moodle, la plataforma utilizada para el trabajo online de las asignaturas. La finalidad de la página de Facebook es la de establecer un entorno informal de aprendizaje mientras que la de YouTube es la de ser un repositorio de los mejores trabajos realizados durante el transcurso de las asignaturas, que pueda servir de referencia para futuros estudiantes cuando deban enfrentarse a la realización de sus trabajos

Impacts of Use and Abuse of Nature in Catalonia with Proposals for Sustainable Management

This paper provides an overview of the last 40 years of use, and in many cases abuse, of the natural resources in Catalonia, a country that is representative of European countries in general, and especially those in the Mediterranean region. It analyses the use of natural resources made by mining, agriculture, livestock, logging, fishing, nature tourism, and energy production and consumption. This use results in an ecological footprint, i.e., the productive land and sea surface required to generate the consumed resources and absorb the resulting waste, which is about seven times the amount available, a very high number but very similar to other European countries. This overexploitation of natural resources has a huge impact on land and its different forms of cover, air, and water. For the last 25 years, forests and urban areas have each gained almost 3% more of the territory at the expense of agricultural land; those municipalities bordering the sea have increased their number of inhabitants and activity, and although they only occupy 6.7% of the total surface area, they account for 43.3% of the population; air quality has stabilized since the turn of the century, and there has been some improvement in the state of aquatic ecosystems, but still only 36% are in good condition, while the remainder have suffered morphological changes and different forms of nonpoint source pollution; meanwhile the biodiversity of flora and fauna remains still under threat. Environmental policies do not go far enough so there is a need for revision of the legislation related to environmental impact and the protection of natural areas, flora, and fauna. The promotion of environmental research must be accompanied by environmental education to foster a society which is more knowledgeable, has more control and influence over the decisions that deeply affect it. Indeed, nature conservation goes hand in hand with other social and economic challenges that require a more sustainable vision. Today's problems with nature derive from the current economic model, which is environmentally unsustainable in that it does not take into account environmental impacts. Lastly, we propose a series of reasonable and feasible priority measures and actions related to each use made of the country's natural resources, to the impacts they have had, and to their management, in the hope that these can contribute to improving the conservation and management of the environment and biodiversity and move towards sustainability