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This paper analyzes, from a critical perspective, the case of the campaign realized to promote an Yves Saint Laurent perfume (Libre) starring by an international recognized singer, in order to reveal the paradoxical background of its staging. The campaign gravitates around the iconographic motif of fire and underlines the dangerous nature of Freedom, in the general context of an Emotional Advertising work that aims to promote ethical thinking amongst consumers, beyond the visual pleasures and attraction generated by its images. [ABSTRACT FROM AUTHOR]

This paper analyzes the fictional brand Wonka through the use of the reverse product placement tool. It has an exploratory-descriptive methodology that has required a bibliographic review and in-depth interviews with the experts responsible for the brand. The results illustrate its treatment in the market reflecting on its transmedia identity. In this way, a vision on the application of this technique is constructed through the study of a case of an advertising practice that has been little investigated in the academic field. [ABSTRACT FROM AUTHOR]

Communication studies in Spain have now become consolidated based on their evolution over the last 50 years. The aim of this paper is to provide an in-depth analysis of the current state of Spanish higher education in Communication. To this end, an analysis is carried out of the structure and composition of the undergraduate and postgraduate degrees (master and PhD studies) in Communication at public and private universities in Spain, paying special attention to the centers that host these studies, the people who contribute to their operation, and their offerings and distribution. Using a descriptive methodology and the content analysis technique, an analysis form is applied to the universities composing the system of Communication studies in Spain, based on their offerings and the information available and accessible on their institutional websites. The results reveal the difficulty of accessing such data and the lack of common criteria (or compliance) for presenting such information on official websites. The results reveal a greater offering at the national level but a wide dispersion of the higher education offering in terms of type, location, type of university, and territorial distribution. We also highlight the gender gap in terms of faculty leadership as well as among teaching staff. We emphasize the phenomenon of double or combined degrees, especially at private universities. [ABSTRACT FROM AUTHOR]

The research supporting this paper addresses the problem of educational communication efficacy using a dual methodology strategy. Over 1.200 questionnaires were given out to professionals in four institutions dedicated to persuasive communication; two traditional --the church and schools-- and two more recently created -- journalism and advertising. Probably they are the four groups with more socialising force in the last centuries; For this paper the educators' responses were specifically analysed to determine their conception of the communication process and the requirements for effective communication, and these were compared with those from the other groups, especially from advertising professionals. Lastly, all the responses were compared to contributions from neuroscience that have been made in recent decades about how the human mind functions, particularly with regards to decision-making, to determine which communication proposals provide a greater guarantee of efficacy. The results indicate the need for educators to break away from a strictly cognitive polarized communication that focuses on transmission. They are more related with guaranteeing the supply than creating a demand, and open up to the communicative potential of emotions, interaction and storytelling. [ABSTRACT FROM AUTHOR]

This paper defines four modes of tutorials created ad hoc in order to develop a specific experience of Learning Project (APP), in the Bachelor of Advertising and Public Relations from the University of Girona. The project has been based on the development of a comprehensive communication campaign from an actual concrete custom client, in this case, the Dean of the Faculty of Tourism. The students have taken on the role of media agencies, teachers have taken the role of campaign managers, and they have corrected their work in the different areas of their campaigns: campaign advice, online communication, audiovisual creation, adverting. Finally, the client role was made by the Dean by acting as a real customer giving students a real and concrete order. The development of the project was made from a systematic and ongoing mentoring that has allowed a combinatorial tutorial, flexible enough to meet the challenge posed to students. Communication campaigns were submitted to a heterogeneous, with the presence of teachers, students and clients. The 4 types of tutorials presented in this new model of university teaching are: specific tutorials weekly, cross tutorial weekly, tutoring and mentoring rehearsal and evaluation tutorial. The result is a rigorous experience that simulates professional work globally serving specific interests and knowledge. We conclude the optimal implementation of this quadruple model of active tutoring in an APP experience. The mock pilot was conducted in 2011/2012 and the final execution took place this year 2012/2013. [ABSTRACT FROM AUTHOR]

This paper discusses the main characteristics of advertising discourse in relation to childhood and its engagement with children's view of this stage of life, in line with «new social studies» and critical discourse analysis. This discussion seeks to complement the functionalist perspective of communication studies in the field of advertising content analysis by incorporating a discursive focus, taking into account contextual issues that may condition the interpretation of messages. Firstly, discourse analysis was used as a means of exploring social representations, identifying stereotypes employed in children's advertising in order to establish the possible functions of the message. To contrast these findings, group interviews were conducted with 10 and 11 year-old boys and girls from middle-income families in Santiago, Chile. A comparison of both findings reveals a complex and relational notion of childhood. Children see themselves as burdened by parents, and adulthood as an effective lack of liberty, where the archetypes reveal an image of the adult world as a state of loss with respect to the exercise of creativity, imagination and freedom. These archetypes correlate to children's television output, where a number of shows ridicule the image of adults through irony and parody, presenting them as incompetent in their roles as parents and in their moral authority. [ABSTRACT FROM AUTHOR]

This paper analyses a sample of television ads aired during the seventies and eighties by El Gallito Industrial Ltda. to examine how advertisers used music to build the brand image and identity. [ABSTRACT FROM AUTHOR]

The aim of this research is to analyze the communication strategies used by Spanish franchises which, targeting at any objective public, would like to promote their market expansion and marketing organization. In this paper, we establish a comparative study between the strategies used by franchises in their first stage of market expansion and those used by established franchisors. To accomplish this, we base our research upon qualitative (participant observation) and quantitative methods (survey) to a fixed number of franchise companies. In conclusion, we attempt to set the possible differences between strategies followed by this kind of companies, according to their location in the market. [ABSTRACT FROM AUTHOR]

Nowadays, mobile phones are an essential communication tool and even a personal symbol which often defines the personality of the young people of the 21th century. Thus, it is important to analyze the causes and consequences of its success, above all, among teenagers, who are the real driving force behind this technology. The present paper analyzes the main features of mobile phones marketing -product, price, distribution and communication- and also. [ABSTRACT FROM AUTHOR]

This paper offers an explanation of the role of the narration in advertising communications. On the basis of a general operational pattern for this dimension of social discourse, a set of examples from the food industry's advertising communications is given. [ABSTRACT FROM AUTHOR]