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As part of a larger investigation, which seeks to link the cultural change in Chile in the last 40 years with the evolution of retail advertising; in which an exploratory analysis of a sample of graphic pieces from 1997 took place. The aim is to characterize the advertising time using a quantitative description of the characters present in the advertisements and a qualitative analysis of linguistic messages and deviant cases. Although Chile was living important economic and socio-cultural changes, which promoted an explosive development of consumption, the advertising analyzed presents a simple and denotative style, where texts and associated promotion offers low prices and a variety of predominate products. Minority representation of characters tends to display passive attitudes, especially women. However, it also displays an emerging trend toward individuation of the female subject. [ABSTRACT FROM AUTHOR]

The evolving media ecosystem underscores the pressing need for media literacy within the population. Numerous academic research initiatives typically focus on competencies such as mobile device management and the identification of fake news on social networks, among others. This paper seeks to uncover how academic research tackles advertising literacy, a facet of media literacy that promotes the development of critical consumers. Advertising literacy is increasingly recognised as a crucial competency in today's world, given the ubiquity of advertising messages and their potential to influence purchasing decisions, worldviews, and cultural perceptions. A systematic review was conducted, drawing on both quantitative and qualitative methodologies, of articles on the topic published in Social Science academic journals indexed in Scopus. Significant findings suggest that advertising literacy has been a subject of analysis for over three decades, and that journals publishing on this topic, along with the affiliations of authors, are predominantly based in Europe and the United States. Additionally, it was observed that applied research, especially surveys and experiments, has superseded theoretical research in the analysis of this subject. The studies practical implications, alongside their theoretical contributions, are noteworthy. The conclusion drawn suggests that advertising literacy is a research area with substantial growth potential, warranting the attention of the educational and media industries. [ABSTRACT FROM AUTHOR]

This paper analyses the advertising discourses about social commitment in Spanish. Businesses express trough them their values and describe their activity for helping in any social cause, such as environment, sustainable economy, decent jobs, or human rights. These are texts found on company websites and are usually longer than many other types of messages realised by any business. The argumentation is not aimed directly at sales, but at improving the public image of the company itself. This image-work in turn serves as an argument for users to trust the company. Due to this special argumentative activity, this research pursues to identify the main mechanisms of textual construction aimed at this persuasive purpose. To this end, a macrosyntax model is applied. This presupposes the existence of a discourse grammar and defines textual units, categories, and functions from a pragmatic approach. This model allows to explain the main discursive phenomena which create this type of advertising texts, such as a moderate density of information, a low hierarchisation of information, the use of topics, a tendency to express coordination or the abundant use of gerunds. [ABSTRACT FROM AUTHOR]

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]

Traditionally, the representation of women in advertising has been based on social stereotypes. This paper aims to analyze how women have been represented in Spanish TV commercials in the last fifteen years, through a content analysis of the winning commercials in Los Anuncios del Año contest. The results show that, although the role and context in which women are represented have changed considerably, the presence of non-normative bodies, skin colors, genders and sexualities is still anecdotal. [ABSTRACT FROM AUTHOR]

This paper is part of a broader sociological investigation and on this research what is intended is to studies the narration of television advertising; which is produced to persuade the poor informal and impoverished working classes to consume through informal credit in Costa Rica. Particularly, this academic-scientific paper analyzes advertising, which is conceived as cultural artifacts produced by the advertising industry, then these were the object of a critical political analysis of the image. One of the most important conclusions that the study yielded was the understanding that advertising, as a powerful social fact, operates in a cultural-symbolic key and as an ideological suture in the face of a social, economic and culturally unequal daily life. In addition to advertising as an artifact, a cultural instrumentalized certain mythical elements of the Costa Rican idiosyncrasy to reproduce the capitalist cultural system and also reproduce and update certain parts of the country's nationalist myth. [ABSTRACT FROM AUTHOR]

HbbTV technology and the growing penetration of connected televisions allow adding interaction on TV commercials, though its use is still testimonial. This paper aims to analyze the perception, preferences and motivations of users regarding interactive advertising. An experiment is designed in which the sample visualizes a rotation of commercials that includes three interactive ads and, subsequently, completes a questionnaire. Results show a lower perception of interactivity in older subjects, which are also more reluctant to interact with these ads. [ABSTRACT FROM AUTHOR]

This paper is a theoretical and audiovisual investigation that has the objective of identifying and studying the presence and representation of the concept of happiness in Andalusia as depicted in the Cruzcampo advertising campaign 'With much accent'. This is a qualitative study in which an exploratory-descriptive methodology divided into phases has been applied. First, the concept has been observed from different social and psychological perspectives. Second, an audiovisual analysis of the spot has been done. Finally, communication of the advertising campaign has been analyzed through the different degrees of representation. After the analysis, we obtain results that reinterpret the importance of the Andalusian myth and the relationship with tradition for a new generation of young people from an ideological, cultural, social and future perspective. [ABSTRACT FROM AUTHOR]

This paper presents a retrospective analysis of the free press from its origins to the present day. It is based on the hypothesis that advertising occupied an essential place in the evolution of the free press in Spain. For this reason, the role that advertising had in the origin, consolidation and decline of the free general information press in Spain is analyzed. The data reflects how unstable it is to subordinate the survival of the media to advertising revenue alone. The interest of this work lies in the importance that financing models are having in the media with the arrival of the Internet. [ABSTRACT FROM AUTHOR]

This paper describes the skills required of commercial communication professionals. The method used was descriptive documentary content analysis and the document analysed dealt with job offers with employment contracts at ESIC Business & Marketing School for the second half of 2019. A total of 438 offers were analysed. The demand for hybrid profiles is confirmed and the prominence of digital, content, analysis, social networks, web, SEM/SEO, English C1, advanced Excel, proactivity, ability to communicate and results orientation is observed. [ABSTRACT FROM AUTHOR]

Nowadays, tourism, in the so-called millennial generation, has shifted from the experience itself and the pleasure of traveling to the pleasure of sharing and finding, in the stories and images narrated in social networks, a way to express their concerns to the world. That is, before embarking on the trip, millennial tourists seek the experience of the chosen place in images that their referents (influencers or prescribers) show in different social networks; in this way they program the mental representations with which they build their trip, and reaffirm from their own testimony or experience. This paper explores some significant examples of how the intersection between tourism promotion and Instagram -as an eminently visual social platform- offers. Starting from a qualitative methodology, the theoretical bases of tourism and the tourist image are reviewed to place them in the current context of the Instagram social network, subjecting these assumptions to analysis through the survey technique, which is applied to millennial tourists, followers of microinfluencers chosen for their relevance in the study. The results of the work show the effects of the influencer on the follower and potential tourist; moreover, in most cases, millennial tourists use the visual suggestions of the posts of their prescribers to discover new tourist destinations. [ABSTRACT FROM AUTHOR]

Rhetoric has a long tradition in the professional practice and in the scientificacademic researchers in Advertising. This paper presents the research that assumed as main aim to know the rhetorical knowledge of university students of Advertising and Public Relations at the Universidad Complutense de Madrid; for which a structural sample of students of the 3rd year of the Degree in Advertising and Public Relations of the mentioned University belonged to the 2017/2018 academic course was selected, whom an quantitative survey was performed. The results show a student body with little knowledge of Rhetoric who, at the same time, is aware of its shortcomings and of the close link between rhetorical activity and advertising activity. Likewise, the lack of rhetoric training is verified, which affects, mainly, specifically advertising subjects of the curriculum. [ABSTRACT FROM AUTHOR]

This paper aims to research the persistence of gender stereotypes in contemporary Spanish advertisements promoting Mr. Clean cleaning products. To analyze the selected advertisements, according to the method of opportunistic sampling, we have used the technique of qualitative content analysis and compared 10 Mr. Clean ads with 10 ads of other brands. The results show the persistence of gender stereotypes in most Mr. Clean ads. In most of the selected ads, women are the ones performing the cleaning tasks, while men are associated more with strength and expert work. [ABSTRACT FROM AUTHOR]

This paper is a research about the development of the transmedia narrative for an animated film by Disney. Particularly, the communication actions assumed by this film company to keep its productions present in the consumer's life are studied in detail. Thus, we have studied the case of Wreck It Ralph! (2012), where a reverse product placement was developed. This exploration has required a qualitative methodology that has led us to investigate the implementation of this type of tools in a theoretical way. Likewise, an interview was conducted with Walter Crockett, Disney's digital marketing manager, in order to reach a pragmatic view on the issue. Consequently, we obtain a study that shows the dimensions and tools designed to extend the story of an animated film. [ABSTRACT FROM AUTHOR]

The present paper offers a new take on various procedures and visual argumentative strategies that favor the interpretative transition found in the persuasive strategies of advertising and informative column writing. This analysis is centered on the appearance and narrative of one of the many ad campaigns that Oliviero Toscani carried out for Benetton and deconstructs the explicit aspects of the image used in the communicative process. To do so, the article relies on the praxis of photography as well as a qualitative approach that seeks to document in a reflexive and visual manner the reality that affects society. [ABSTRACT FROM AUTHOR]

This paper describes the skills required of commercial communication professionals. The method used was descriptive documentary content analysis and the document analysed dealt with job offers with employment contracts at ESIC Business & Marketing School for the second half of 2019. A total of 438 offers were analysed. The demand for hybrid profiles is confirmed and the prominence of digital, content, analysis, social networks, web, SEM/SEO, English C1, advanced Excel, proactivity, ability to communicate and results orientation is observed. [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 use of influencers by brands in their strategies, mainly digital, is currently a consolidated practice. However, from a legal point of view, the advertising nature of the message is not always identified, inducing or may induce an error to the recipient. This behavior is also favored by the influencers themselves in their ways of presenting and communicating the message, since they appear to be third parties not unrelated to the advertisers. These practices where advertising is not identified are considered in themselves misleading by Law 3/1991 on Unfair Competition. The situation has led to finally Autocontrol and AEA have signed with the Ministry of Economic Affairs and Digital Transformation and Consumer Affairs, a "Code of conduct on the use of influencers in advertising" (Autocontrol, 2020). In this paper, the presence of a brand in a sample of influencers targeting young people on Instagram is analyzed during a period of 6 months (4T2020-1T2021) in order to study the level of legal identification of said brands before and after entry into force of the Code of Conduct on January 1, 2021, as well as the type of brand presence (verbal or written), its degree of visibility or its presence in shared content. [ABSTRACT FROM AUTHOR]

This paper intends to carry out an investigation about the development of the creative competence during the formation on the university degree of Advertising and Public Relations. Specifically, it seeks to find out if the study and promotion of creativity is adapted to the demands of the professional advertising sector. A triple-approach methodology was carried out based on an analysis of the content of the study plans, a questionnaire for graduate students and a panel of experts made up of academics belonging to the degree of Advertising and Public Relations. The results indicate that, although the training of these graduates seems adequate in general terms, the training received on creativity seems insufficient to respond to the demands of the market. Some of the factors that explain these trends are the excessive integration of digital competences due to the renewal of the degree or the impossibility of the academics to implement creative methodologies in the classroom due to the complicated reconciliation between the professional and academic demands they are subjected to. That is why a transformation of the university study plans of the Degree in Advertising and Public Relations is recommended to meet the labor demands related to the exercise of advertising creativity in Spain. [ABSTRACT FROM AUTHOR]

Morocco's new social, political and economic context has propitiated the emergence of new linguistic practices in Moroccan Arabic (MA) in public and private spaces, and has thus given rise to a new sociolinguistic reality. This paper examines the use of MA in the Linguistic Landscape in Morocco from two perspectives, urban sociolinguistics and language policy in relation to the construction of space. For this purpose, the paper first discusses this new sociopolitical, economic and linguistic context in which the use of MA and its written modality emerged. It then outlines the theoretical and methodological framework used to analyse the corpus of data within what is known as Linguistic Landscape Studies. Thirdly, it analyzes a corpus of data comprising signs, posters, advertisements, billboards and other inscriptions using MA found in a specific space, the Hamriya neighborhood in the city of Meknes. Among the conclusions, these practices in MA are linked to the reconfiguration of the Moroccan sociolinguistic system and also to the transformations occurring in the construction of ethnolinguistic identities, both individual and collective. [ABSTRACT FROM AUTHOR]

In this paper, festivals and advertising awards are the object of study in order to characterize advertising, with two goals: on one hand, to validate the use of the information registered in international advertising festivals, ads and awards as a good object of study in which to measure the quality production of advertising agencies and countries; and, on the other, to exemplify this object of study by analyzing the Ibero-American context. We develop a methodology based on a documentary and descriptive analysis of the awards (6921 analyzed awards) received by Ibero-American agencies (692 analyzed agencies) in 24 Ibero-American and international advertising festivals in 2012 and 2013. The paper brings a new dimension and perspective: the visibility that agencies and countries have in a key competition space in the sector and in a region as a whole, on which there is no information, Ibero- America, with particular emphasis on the leadership of Brazil, Argentina, Spain, Mexico, and Colombia. It also reveals a very uneven scenario in the distribution of awards per country: the existence of a reduced elite group of agencies--mostly multinational companies--with a high impact on the system. Such disparity between awards and the agencies monopolize them is consistent with Bradford's mathematical model. Accordingly, the investigation describes an unequal reality of advertising in Ibero-America of great interest to be explored in future studies. [ABSTRACT FROM AUTHOR]

This paper analyzes the precedents and main contributions of the research over social media within the field of Advertising. Moreover, studies related to the production and reception of messages in social media, as well as personal influence in this medium, are referenced. The intention of this paper is to invite the reader to reflect upon all the different disciplines that have concentrated principally on the study of the prevalence and the importance of social media in modern life and the impact that they have on the publicity production, reception and traffic. There is a need to conduct research on the change in advertising strategies, as a result of the advent of Facebook and Twitter. [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]

The purpose of this paper is to provide an approach to self-regulation in commercial matters and, specifically, to the self-regulation systems on advertising and consumer protection in Peru. Particularly, the article analyzes the recent adoption of the Supreme Decree N° 185-2019-PCM, Regulation that promotes and regulates the voluntary implementation of regulatory compliance programs on consumer protection and advertising. In this sense, the objectives compliance programs seek to achieve are highlighted and the guidelines to be followed are addressed so that their implementation within a corporation is truly effective, particularly in terms of advertising and consumer protection. Finally, advantages and disadvantages of self-regulation systems are developed and it is concluded that the adoption of compliance programs is positive for consumers, the private sector and authorities. [ABSTRACT FROM AUTHOR]

Urban mobility model based on the use of the private car has important environmental and spatial consequences in contemporary cities. Nonetheless, the automotive industry has attempted to refuse these negative impacts employing a rhetoric discourse following their self-interests. Advertising has become a valuable tool for that purpose: beyond its commercial function, it transfers to the consumer certain symbolic meanings that are juxtaposed on the car in so far as merchandise. Thus, through the advertising message, an intentional and biased image of urban landscapes and public spaces is constructed, playing an important role at the service of the car industry and the road traffic. This paper addresses these mechanisms of production and reproduction of a deliberate image through the Critical Discourse Analysis. For that purpose, a sample of 81 car adverts broadcasted in Spanish TV channels was examined. Using both representations of specific cities and other idealized models, it is concluded that car advertising projects a softened urban image, reducing the complexity of urban forms and functions to a mere scenery. [ABSTRACT FROM AUTHOR]

The patterns of use and frequentation of beaches are a useful tool in a coastal management and planning. The aim of this paper is to apply the method for the analysis of physical carrying capacity in 16 beaches of the island of Minorca, based on the values in m2/user recommended in 2000. A multi-temporal analysis of the beaches evolution is carried out using qualitative variables that allow obtaining the trends of the beaches with parameters that analyse their management and occupation (2000-2017). The results obtained show that the beaches have acceptable carrying capacities and that the environmental management, their advertising and the services provided, condition their temporal space evolution. The method allows setting up future scenarios by using the analysed variables. [ABSTRACT FROM AUTHOR]

Throughout the last decades of the 19th Century and first decades of the 20th Century, advertising became a key communicative tool that contributed to social transformations in urban Spain. This paper studies social and communicative changes arisen in the country at that time, by analyzing a sample of medical and pharmaceutical advertisements published and collected in Bilbao's historical newspapers, included those of highest circulation in the city. The research intends to determinate both the audiences and the innovations that happened within the sector at that time. [ABSTRACT FROM AUTHOR]

This paper shows the result of the validation of a set of professional skills evaluated from important and applicability levels by publicist in Bogota. For that, 19 professional competencies were identified, extracted from theoretical references and from the analysis of the professional profiles and skills of advertising programs accredited in Colombia. The methodology was developed under a mixed approach, of descriptive type, with participation of publishers in Bogota. Data collection was done by means of the survey technique, while data analysis was based on descriptive statistics. The results obtained make it possible to expose the changes in the advertising exercise and the importance of the constant updating of knowledge by the professionals in order to maintain and advance in the work environment. [ABSTRACT FROM AUTHOR]

In this paper I examine both the uses and effects of the digital images spread by the "sequence groups" in Cali (Colombia). It is a live music offer accompanied by electronic recordings (sequences) that replace other musicians. This is a sort of cyborg production, of heteronomous human-artificial sounds articulated to the logic of "copy" proper to the popular globalization. I contend that images and relevance of visuality enable the humanization of these sequences through the management of emotions sought after by the performance. Likewise, the sequence creators try to instill the sounds with warmth. In the online communication images, beyond being advertising, weave the solidarity between colleagues in an unstable trade. I based this work on ethnography where I acted both as a researcher and flute player. [ABSTRACT FROM AUTHOR]

This paper seeks to identify the appreciation of women against the use of pro-feminist strategies in the advertising industry with a new advertising communication strategy: femvertising. Its main objective is to eliminate the pejorative or materialistic stereotypes of women, which for decades have been replicated and legitimized in advertising, this from a positive message that empowers women, inviting them to explore new roles and raise their self-esteem. The research takes as an example Ecuador and its capital, which are characterized by presenting high statistics of gender violence and sexism, information and data were obtained through a focus group, in which the stimuli generated by three advertising spots aligned were analyzed. to the trend of femvertising: "This is Us" by Nike, "Legacy" by Dove and "We change Bullying by Loving" from Nosotras Ecuador. [ABSTRACT FROM AUTHOR]

The increase in online audience and the development of Big Data in organizations modify the media planning activity and, consequently, the profile of the planner. Following the digital expansion, more information has become available to perform this task, but also, more complexity is observed in the work processes and in their agents' structures. This paper analyzes the changes produced in the management of the media planner within the digital society. Through triangular research, comprising quantitative and qualitative methods, including a questionnaire that was administered to 140 media planners, and 5 interviews conducted with agency experts we examine the variations that have occurred in this professional role in terms of knowledge, the tools used and the skills they have had to maintain or update. It is noted that the adaptation to the digital context has required a substantial change in their work mechanics, the integration of off- and online strategies and digital specialization. Furthermore, with the help of current technology, immediate actions and reviews are implemented. Consequently, the media expert activity requires mastery of digital media planning tools, greater doses of innovation, analysis, business acumen and the ability to work effectively in multidisciplinary teams for multimedia environments. [ABSTRACT FROM AUTHOR]

A recent strategy known as "femvertising" appears to seek to end the sexism that has always accompanied much of advertising. It not only proposes overcoming sexist paradigms, but also incorporates elements of female empowerment. However, it is not exempt from risks, given its ambivalent nature and the gender interests it invokes. This paper reflects on the theoretical aspects of "femvertising" and employs a case study as a way to approach this type of advertising, on which there is hardly any literature. The conclusions suggest that this is a complex phenomenon that requires deeper analysis in order to diagnose its commitment to equality. [ABSTRACT FROM AUTHOR]

The objective of this paper was the determination of a methodology for the evaluation of a commercial video, from the identification of the level of impact, emotional states and patterns of attention of consumers. The elements of experience to be analyzed were established and were studied through neuromarketing tools, such as EyeTracking and FaceReader, and are complemented by elements of traditional market research. The study presents the main variables for the application of this methodology, where consumer responses are analyzed and integrated. Based on the results of the study, it concluded that it is possible to define elements that generate attentional, cognitive, emotional and rational argumentation impact, through a systematic process. [ABSTRACT FROM AUTHOR]

Virtual reality stands as a discourse beyond technology, with increasing visibility in all social areas, and becoming one of the protagonists of cyberculture. Advertising is no stranger to this boom of immersive storytelling, and it is becoming usual that campaigns with a transmedia approach use this resource in the face of other narratives and channels of dissemination. Among the existing publics, minors are especially sensitive to the messages to which they are exposed, and therefore must be protected. There is a multitude of studies whose central axis is occupied by this social sector, although there are few studies that interrelate it with digital advertising. In this paper, virtual reality and its presence on YouTube are conceptually exposed, analyzing its advertising use focused on minors. The present investigation tries to elucidate if the immersive advertising complies with the strict control parameters of conventional advertising in its dealings with the minors, and analyzes the convenience of consumption of these campaigns for this public, as well as in what conditions its application is recommended. [ABSTRACT FROM AUTHOR]

The 20th century saw the rise of film productions of agrarian documentaires upon on the olive grove that, besides common major themes -olive planting and harvest, oil extraction and storage-portrayed other visual elements favored by the knurled trunks of the olive tree, the religious touches derived from the oil applications, or events linked to the festivity that marked the end of the harvest period. Elements, in all, that rather than addressing to the didactic dimension, introduced cultural and political aspects, thus fostering the discursive structure of the documentary itself. The present paper revisits a series of documentaries of that particular genre, some of them directed by the Marqués de Villa Alcázar, and a 1952 No-Do's production, to deliver, starting from a comparative analysis of these works, of previous examples and their intersection, whith the aim of revealing the textures that define the underlying cinematographic discourses. [ABSTRACT FROM AUTHOR]

Emotions are part of the brands communication. The models provided to explain the influence process are often focused on cognitive processing, leaving the affective process aside. The present paper identifies the elements that are activated in the consumer mind while attending brand communication and how this process supports the creation of powerful brands. The study focus on the emotional evaluation of the Apple brand compare to Samsung brand. The three-factor model proposed by Thomson, MacInnis, y Park (2005) is used to measure the affect, passion and brand connection. The results show that the scale adaption to the Spanish sample achieves good psychometrics properties when applied to the selected brands. Apple displays better evaluation than Samsung from the emotional point of view y confirm its followers in social media have more emotional link than followersthose who are not. [ABSTRACT FROM AUTHOR]

This article analyzes the communication strategy established by the Ministry of Defense (SEDENA) as part of its tasks in the ongoing drugs war launched by president Calderon's administration. This article describes how, with the increased public exposure of its activities, the Ministry of Defense also increased its budget for social communication and advertisement. The study also shows that the Ministry of Defense established a narrative in which it emphasized its efforts to safeguard the security and integrity of citizens. To achieve this, the Ministry of Defense used mainly advertising campaigns. The paper shows that the advertising investment benefited media concentration, because only one company received more resources than all the others media together. The paper also shows that the results of the adverstising campaign, especially the so called "La Gran Fuerza de México" in 2011, was not clear and consisted during time. [ABSTRACT FROM AUTHOR]

The following paper is the result of a research process originated in the Advertising Semiotics of the Masters in Advertising at Jorge Tadeo Lozano University, taught by Professor Vladimir Sánchez (associate professor of the Advertising Program at UTJL), who has built a team of Master's students in the field of Advertising Semiotics regarding the applicability of Charles Sanders Peirce pragmatic work in advertising. Master's students Jairo Sojo and Juan José Arango (both associate professors at the Advertising Program at UJTL) have speculated some hypothesis of professor Sánchez's work, which were the base for a inter-institutional research project between the Advertisng Master's program at UJTL and Santo Tomás University PHD in Philosophy "Semiotics, planning and strategy in Advertising and Design. Pragmatism proyections to contemporary communication". This paper presents the initial hypothesis proposed in the above mentioned project, that give way to this process, and can be stated in three main aspects. First, general considerations of pragmatism from an advertising perspective, with an emphasis in Peirce's 1903 Qualification Rule. Second, to propose a model of analysis of advertising pieces through the Qualification Rule. Third a new model for planning advertising strategies, using the applied qualification to the intersections of ontological interpretants with modal interpretants. [ABSTRACT FROM AUTHOR]

Sustainable development, as well as other narratives within the framework of environmental conservation, is often used as an advertising resource to improve a brand image. In this paper, a teaching proposal based on a critical analysis of the discourse of a set of television commercials is presented. Specific attention is given to the car industry, due to its huge environmental implications and its impact in mass media and popular culture. This study highlights that persuasive discourses around automobile still persist, which are more emotional than rational, as a way to elude the true debates about today's social and environmental challenges. [ABSTRACT FROM AUTHOR]

The recruitment of participants remains one of the major challenges that research projects face, particularly when it comes to young couples. In this paper we present the results of the marketing strategies used in the project "Men and Women Together for a Healthy Sexuality" (MHUSS@ for its acronyms in Spanish) to recruit participants. This study went through various phases from the adaptation of an intervention to implementation. Results revealed that the most effective strategies were direct recruitment of participants at universities, the use of technological resources such as e-mails and ads in newspapers. Among the least effective strategies were placing posters in public places and recruitment of participants in mass activities such as festivals and venues where young people meet. From these results we can say that research projects should not depend on a single recruitment strategy, but use multiple strategies. In addition, we must make use of the theories and strategies of marketing and design our products and services to make them attractive to our potential participants. [ABSTRACT FROM AUTHOR]

This paper presents the results of two correlative empiric studies in which the author analyzes the role that advertising had in creating new forms of press in the late 20th century -free printed press and online press- and how these related to elements of journalistic design. The first study confirmed the central role that advertising has had in the creation of the free printed press and online press. The second study showed that both types of press have used journalistic elements in a similar way, by integrating the advertising component in page design. This research shows up the change it is happening in the press in relation to unpaid contents, with a clear bet to advertising content as opposed to news and its implications to the advertising sector. [ABSTRACT FROM AUTHOR]

This paper aims to reconstruct the process by which certain products –cookies, sweets and chocolates– initially destined for men, women, children, adults and elderly alike, regardless of gender or age, emphasizing quality, modernization and technology– were transformed in the first decades of the 20th Century in Argentina into products mainly targeted for consumption by women and children, both boys and girls. This transformation was carried through an association of “sweets", “impulsiveness", “gluttony", “temptation" and “happiness" with female and childhood figures. Along these lines we will analyze the role of private businesses and advertising in the reproduction, diffusion, modification and recreation of images of family, femininity and childhood. We will place these visual representations in line with circulating ideological discourses, full of their own specific intentions. With this in mind we analyze a corpus of 620 advertisements, published in the illustrated magazine Caras y Caretas, between 1898 and 1930. [ABSTRACT FROM AUTHOR]

This paper holds a reflection on the role played by advertising speech in today's society, taking as a reference some of the ideas that have been discussed regarding the Good Living and questioning also, from a theoretical and critical perspective, the way mankind is related with nature. The phenomenon of consumerism is questioned founding a debate about the responsibility of citizens, who ought to be aware of the risks of certain attitudes and actions for the whole natural environment. [ABSTRACT FROM AUTHOR]

The current system of production and consumption uses advertising to communicate to receivers and consumers the need for an exponential growth economy. The mainstream commercial advertising shows realities individuals have to desire and, ultimately, to need. Nevertheless those needs do not lead to a good life. On the contrary, commercial advertising causes social distances, make worse the damaging effects of the capitalist economy and creates obstacles for change. The aim of this paper is to analyze the relationship between advertising and good living from a critical perspective. Going through a reflexive method, it explores the theory of needs and the possibility of an advertising that encourages degrowth. [ABSTRACT FROM AUTHOR]

The regulation of advertising throughout the world ranges from almost total restriction, prohibitions on certain products, limitation of hours or use of some media, to extensive permissiveness with self-regulatory ethical codes or standards established by the publishers or advertisers themselves. This paper discusses advertising organizations in Mexico, and how they evolved from trying to be recognized to the constitution as pressure group with international alliances that are fighting against the promulgation of government regulations and looking for industry self-regulation. [ABSTRACT FROM AUTHOR]

This paper aims to analyze the concept of advertising included in the new regulation of food labeling and advertising, as well as possible conflicts that may arise from the same regulation in relation with other laws of the national legal system. Specifically, this article explores the concept of "advertising aimed towards children under 14 years old", the legal concept of advertising, the self-promotion of the product, its relation with the industrial property right and the usage of the complementary nutritional information. [ABSTRACT FROM AUTHOR]

This paper analyzes mobile advergames in the context of advertising formats used in mobile marketing. Based on the features and functionality that define these formats, this paper identifies the predominant type of these formats in the Spanish market and emerging business models around them. It also identifies the main factors, both technological and market related that may be conditioning the short and medium term further development of video games in the mobile advertising. [ABSTRACT FROM AUTHOR]

This paper presents a reflection on the advertising discourse. More specifically, it explores the meaning built around happiness and the place of memory in a campaign discourse from the supermarket chain Pão de Açúcar. The discussion is conducted through Discourse Analysis, according to Patrick Charaudeau assumptions, and it indicates that advertising discourses may be related to a base of social memories which may build identification chains in consumers. The study also explores possibilities of conceptual perspectives on memory associated with the communication processes. [ABSTRACT FROM AUTHOR]

This paper examines two advertising campaigns released in the UK in the centennial of the outbreak of the First World War. Memories from those who fought in the battlegrounds provide raw material for both of these productions. We discuss the ways in which collective memory is strategically triggered in order to establish a connection between advertiser and the affective legacy of the celebration. Both commercials became products of consumption. These ads were widely commented and shared online. We highlight the difference between archive and memory, by stressing the affective dimension of memory, the connection between individual and collective memory and the relevance of memory as heritage in maintaining social bonds. In the end, we problematize the strategic use of social memory in the logics of consumption. [ABSTRACT FROM AUTHOR]