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Since the 1980s, advertising in Spain has used anime characters to promote licensed products or products related to their commercial exploitation. However, despite the enormous growth in manga and anime consumption in recent years, there has been no corresponding growth in the use of anime narratives in advertising campaigns of products or services of brands outside the manganime universe. To this end, we aim to determine the elements that cause the disparity between the increase in anime consumption and its continual absence in advertising creativity in Spain, specifically, in advertising campaigns for products or services that are not directly related to anime series. An interpretive construction is proposed by means of a focus group with university students that allows us to determine their reactions to advertising campaigns from other countries that use anime narratives. Among other aspects, our results reveal the need to understand the narrative universe of anime, its characters and subtext. Similarly, we believe that there should be aesthetic and audiovisual coherence and shared values between anime and brand so that the public accepts it positively and not as an intrusive element. Finally, we define four main variables on which to design advertising campaigns based on anime narratives. [ABSTRACT FROM AUTHOR]

In the last decades companies in the world have innovated in the generation of environmentally friendly products. The cosmetic industry has been making inroads in the offer of products that promote the care and protection of health and the environment. To promote these products, persuasive messages are usually used, which link the use of social norms as a mechanism to positively influence consumers, mostly women. This study seeks to analyze persuasive message of graphic and audiovisual advertising on purchase intention of natural cosmetics among women in Bogota (Colombia), considering persuasive strategies from central and peripheral routes proposed in the Elaboration Likelihood Model (ELM) and from use of social norms. For this purpose, a 2x2x3 factorial experiment was conducted with 216 women. The findings showed higher purchase intentions for cosmetics when using emotional audiovisual messages combined with appeals to subjective norms. Purchase intentions were found to be more evident when using advertising that linked the peripheral route of persuasion, in an audiovisual medium and using subjective norms. The results suggest that messages constructed to motivate green consumption increase their effectiveness if they are designed with arguments that appeal to normative monitoring and if the appropriate medium is selected. It is concluded that persuasive messages and the dissemination medium are factors that impact consumer attitudes towards the preference and use of pro-environmental cosmetic products. [ABSTRACT FROM AUTHOR]

This paper analyzes the institutional advertising of Andalucía. The objective is to understand the meanings associated with the tourism brand of «Andalusia». The research technique used is «content analysis» and «sample» is three national and international advertising campaigns funded by the «Junta de Andalucía». Results show that brand «Andalucía» is associated, in all advertisements, with the meanings «sun and sand». However, there are meanings that are associated with «Andalucía» depending on «consumer representation» of each ad, such as «golf». [ABSTRACT FROM AUTHOR]

Cyberspace is an important communication environment for human interaction. It is also a network virtual layer located above real geographical structures, being part of the social and economic structure. Firms promote products on such virtual space, via social networks, for instance, targeting a specific audience, that is, female consumers. The study analyzed how such campaigns represent the female figure in commercial profiles on Instagram. Considering the body an exposed space, the Diversity Representation Index (ID) was developed, based on characteristics of the models appearing in posts. The analysis of 39 profiles in 389 posts revealed the predominance of white and young women, but plus size and black women appearance has increased in the last few years, even if they are still underrepresented. Other female representations had little or no participation. Low diversity in campaigns neglects important groups and their demands to prioritize the imagery, consumption and needs of an "idealWoman". [ABSTRACT FROM AUTHOR]

By using the female vocatives in the publicity Nestlé Nesfit campaign situates their main public: women. This article presents some definitions of gender and the interface between feminism studies and Critical Discourse Analysis, the turning point of the methodological contributions of queer studies and a theoretical summary of Functional Grammar and Social Semiotics Theory. We analyze a discursive repositioning process of Nestlé brand by contrasting images and verbal texts. The initial study shows that the brand does not replace the identification of women through a more emancipatory discourse, but their discursive practice maintains a stereotyped identity, which does not subdues the woman to man but to their own bodies. [ABSTRACT FROM AUTHOR]

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

Objective: to analyze the advertising campaigns of Brazil and Angola on HIV/Aids and to reflect on socio-cultural aspects related to this disease that has direct influence on its conception by human beings. Method: a descriptive and exploratory study, of a qualitative nature. The search for the audiovisual material was carried out on the YouTube video-sharing platform. The data were analyzed based on Bardin's content analysis. Four thematic categories emerged: "Protection methods addressed in the advertisements"; "Protagonists of the advertisements"; "Embedded behavioral appeals"; "Cultural aspects addressed". Results: the different cultural contexts have a direct influence on the advertising campaigns, for while in Brazil the actions are aimed at the use of condoms in the carnival period, in Angola the focus covers extramarital relations and fomite sharing. Final considerations: advertisement campaigns are important means of social transformation, and they can promote improvements in behavior changes of the individuals in the prevention of health problems and diseases. [ABSTRACT FROM AUTHOR]

The present theoretical study aims to analyze a consolidated practice in the contemporary: consumption. Far from responding to the satisfaction of basic needs, consumer practices are engendered through surveys conducted by areas such as marketing, advertising and design. They aim not only to know the expectations of consumers, but also to instill in them the pleasure of consuming, using symbolic, affective and subjective elements. The theoretical argumentation of this study, based on Social Psychology, follows the following path: first, we seek to understand the process of colonization through consumption by looking at how they affect bodies and affections. Next, the complex relationship with what we call the alien, which can take colonizing contours, but also engender other sensitivities and ways of linking to the world, is put into analysis. At the end of the study, it is verified how much the contemporary subject is colonized by the media promises of happiness, satisfaction and pleasure that are proclaimed in an idealized way in advertising campaigns in favor of consumption. This gives social psychology the challenge of giving visibility to colonization processes, critically analyzing the aesthetic, affective, economic and political effects generated for the population and for the planet. [ABSTRACT FROM AUTHOR]

This study investigates creativity and the creative process in Advertising Agencies in Brazil. The objective was to identify how the Copywriter and the Art Director operate strategies aimed at brainstorming in the ideation of advertising campaigns to reach insight. A qualitative study was carried out through semi-structured interviews designed based on the literature, applied to advertising who work in the areas. The study of Multiple Cases was used being the analysis of the collected data elaborated through the technique of content analysis based on Bardin (2010) and structured in the ATLAS.ti software. The findings reveal that in the Creativity dimension, copywriters and art directors perceive a strong influence from auditory and visual sources. In the Creative Process dimension, the findings indicate that the traditional steps instituted in the department are recurrent in the search for references and the influencing factors of the creative process mirror creativity. The Brainstorming dimension and tool prevails as the main technique in agencies, and Insight is dependent on the problem established in the briefing. The findings indicate that there are connections between dimensions and reflect the profile of contemporary creative immersed in technologies and at the same time dependent on traditional forms of advertising creation. [ABSTRACT FROM AUTHOR]

The purpose of this study was to identify the factors related to excessive alcohol use in young people in Puerto Rico. A qualitative exploratory study was carried out in which 20 young adults (10 men and 10 women) between the ages of 21 and 29 years were interviewed. The data were analyzed using the qualitative content analysis approach. Young people identified more social and cultural factors than individual ones. Some of the most mentioned social factors include the family and the advertising campaigns that are transmitted by the media. They indicated that the values of acceptance and use of alcohol start to be transmitted thorough the family. They mentioned that the advertising campaigns are aimed at highlighting the need to consume alcohol as an essential condition to have fun. They also mentioned that there are young people who use alcohol as a mechanism to deal with the problems they face. This study documents some of the most relevant factors related to alcohol use in young people. Prevention efforts should be aimed at minimizing those risk factors present in the Puerto Rican and possibly Latin American culture. [ABSTRACT FROM AUTHOR]

This article analyzes the set of historical and sociocultural factors that have influenced the production of imaginaries about Costa Rica as the green country. For this, first we approach the social and political context in which the so-called "green myth" is established. Secondly, we deep dive into the representations of the natural landscape used in some advertising campaigns by Essential Costa Rica. Finally, we place side to side the imaginaries of the green exceptionality with the socio-environmental reality of the country. Based on this analysis, we intend to show some of the mechanisms by which these imaginaries produce ways of being and thinking about the country while erasing and making others invisible. [ABSTRACT FROM AUTHOR]

This study analyzes the role that advertising characters play as a visual communication strategy in the promotion and dissemination of consumer products; mainly coffee and chocolate. He focuses his attention on the organic cocoa paste produced by various rural enterprises in the Guayas province. The objective is to determine the influence of advertising characters on brand management. A qualitative approach was used through case studies, the research is exploratory and descriptive. Field visits were made to several farms where he observed the production processes and how they promote their products derived from fine aroma cocoa, instruments such as interviews with the main stakeholders and experts in brand design and management were used. Among the main conclusions are the great visual impact that advertising characters can generate through associativity, they contribute a lot to brand management, they can accompany print and audiovisual advertising campaigns. From the visual analysis of various advertising characters for brands of cocoa-based food products, parameters were established for the creation of advertising characters, one that represents the values and corporate culture of small producers of organic cocoa on the Ecuadorian coast was created. [ABSTRACT FROM AUTHOR]

In the context of advertising creativity, it is art directors who are ultimately responsible for messages' visual facet, a task for which aesthetic sensitivity is an indispensable quality and which constitutes, therefore, a crucial skill in their training. Through a quantitative and qualitative survey organised into four blocks (contents, resources, methods and results) and a sample of 21 professors of art direction from Spanish university degree courses in Advertising, this study seeks to analyse the role of aesthetic education in these subjects, as well as the tools and methods used by teachers in this learning process. Among its conclusions, the research reveals the high relevance of the aesthetic component in these subjects, the teaching of which is supplemented with other subjects from the same study plan; a special role for practical tasks in this area, which--supported by the theoretical analysis of images--focus on the development of advertising campaigns and composition as the main graphic ingredient; frequent use of image bookmarking services, portfolios from qualified professionals and graphic design or creativity blogs as the most common instruments of inspiration; an extraordinary relevance of imitation processes to stimulate visual culture, with priority attention given to respecting the basic principles of graphic design; and, finally, a common perception of positive student growth in aesthetic learning using the above resources. [ABSTRACT FROM AUTHOR]

This article aims to study the perception of the viewer about advertising campaigns that focuses on cultural identity strengthening around a brand. The aim is to check how advertising that appeals to a cultural identity based on territories or languages is perceived. For this study a qualitative experimental research with eye tracking and closed-open questions to users is proposed. For the article two advertising campaigns were analyzed: one of Abanca and the other of Gas Natural Fenosa. Both have a very similar strategy: the association of their brands with Galicia and the use of its workers as the campaign'main characters. However, they also have differences that affect the cultural identity perception in the viewer. [ABSTRACT FROM AUTHOR]

This study investigated the terminology of Black as a career metaphor that promotes the image of Guinness®. Thus, six ads of Guinness, deploying Black as the hub, were selected for illustrations. The author adopted Lakoffian-Johnsonian concept of metaphor supported with the Hallidayan mood system for the analysis. As Guinness embraces qualities of Black as its stronghold-cum-primary source domain, the study revealed the model as being very distinct. Black attributes, propagated as fashionable, beautiful, sophisticated, kingly, famous, etc., facilitate readers to consumption by seducing the audience to perceive Guinness as personified Black that must be admired. Black is no more a derogatory color concept as a coinage of colonial mastery. It is exalted as an important object of identification that sponsors the globally-renowned Guinness. The study suggested that researchers should not perceive Black as only synonymous to Guinness, but should serve as an approach to influence their communication choices and styles. [ABSTRACT FROM AUTHOR]

In Ecuador it is common to observe how politicians every certain time communicate with all the citizens throughout huge advertising campaigns in order to achieve a public sector position; this paper analyzes the meaning of the right to receive truthful information, using the induction method from the legal political advertising phenomenon to obtain general premises so that the voter receives quality information and don't be fooled by the candidate. The right to receive information is the porpoise of the first chapter, then continue with the political information in Ecuador, subsequently the veracity information is analyzed, culminating with the diagnostic of some campaign proposals never fulfilled. This paper concludes that the political information that deceives the citizen is publicized due to lack of state regulation, which causes an infringement of the citizens' rights to receive truthfully and verified information in the political campaign. [ABSTRACT FROM AUTHOR]

Spanish children see an average of 9,000 advertising campaigns on television per year, mostly for low nutritional value foods. Given childhood obesity rates, the close relationship between advertising targeting this group and consumption of this type of food, Spain passed the Child-Directed Food Advertising Self-Regulation (PAOS) Code in 2005. This article intends to analyze the discursive strategies used in low nutritional value food campaigns in relation to the contents of the PAOS Code. It uses a mixed method that integrates quantitative techniques to analyze audiences and qualitative ones to study the advertising discourse. Research concludes that, unlike other types of foods, low nutritional value product advertising focuses its discursive strategy on words and semantic fields linked to happiness, action, fun, etc. Conclusions also point to the need to review the contents of the PAOS Code and further involve the Spanish food industry, agencies, and advertisers so that advertising content self-regulation becomes truly effective. The original contribution of this article lies in the theoretical and empirical inputs that take childhood obesity in Spain as a starting point and interrelate it with discursive strategies employed in low nutritional value product advertising aimed at minors and the existing regulatory framework. [ABSTRACT FROM AUTHOR]

The objective of this research is to map, from an exploratory study, the academic production in the 2017 of the Brazilian Congress of Communication Sciences (Intercom) and the National Meeting of Researchers in Advertising (Pro-Pesq PP) that present gender discussions, particularly women's representation and visibility associated to advertising. For this, we opted for an exploratory study, followed by literature review of the articles that approach the subject in the mentioned annals, adopting directions of the researches called State of Knowledge. Based on the analysis of the 16 articles found, the results show that the object of study of these researches focuses on advertisements, pieces and advertising campaigns preferably published in online and audiovisual media of products and services of the alcoholic sector, especially beers and cosmetics, which the representation of women in relation to beauty, sexuality and the body is the theme that detained more emphasis. In addition, it is evident that there is still an ongoing discussion about the effectiveness of the changes in discourses and the positioning of Brazilian brands in relation to the representation of women. [ABSTRACT FROM AUTHOR]

Happiness is present in advertising narratives that are presented under the logic buy and be happy in a utilitarian perspective that feeling. In addition to the persuasive strategies focused on trade are observed in contemporary society, new narratives for happiness. They pervade tacit contagion strategies that branch virally where happiness is consumed and consummated in the communication process. In this perspective the present study articulates issues such contagion, visibility and circulation of images to observe examples of advertising campaigns where laughter and laughter take center stage, changing ways of life and creating happy experiences. [ABSTRACT FROM AUTHOR]

Aim: to analyze the content of advertising campaigns on tuberculosis produced by the Brazilian Ministry of Health in Brazil. Method: supported by the Health Promotion and Health Education benchmarks, analysis have been conducted in the campaigns carried out in the years of 2007, 2008, 2010 and 2011. Results: two thematic categories resulted from the analysis: “Cough can be tuberculosis! The treatment is free and should not be interrupted!" and “The ill and the disease: an image composition in advertising campaigns." The texts appeal for individual consciousness and self-care based on the connection among health, absence of symptoms and adopting a surveillance attitude to avoid them. The used images are constituted by elements with low representativity of the diseased person's reality. Conclusions: these reflections contribute to the field of health and nursing, especially as they produce an ethical conscience committed to reducing vulnerabilities and protecting life. [ABSTRACT FROM AUTHOR]

Augmented Reality (AR) provides new opportunities to create attractive settings for minors, as it immerses them in magical interactive worlds, recreates fantastic situations and makes them experience surprising events. Publicity enriched with AR enables virtual and playful interaction with 3D objects, involving consumers and increasing the flow effect. This phenomenon provokes suspicion in the educational environment, as its immersive power increases the uncritical assimilation of advertising discourse. This research analyses the strategies and persuasive resources used in several publicity campaigns with AR, addressed to the Smartphone generation, which is used to advergames and social networks. Finally, some keys are proposed, aimed at training young people in the critical analysis and promoting models of intelligent consumption. [ABSTRACT FROM AUTHOR]

This article discusses how the state's territorial identity was used in the regional brands branding, in the case of brand Polar beer, the brand portfolio of AmBev, in their advertising campaigns from 1999 to 2014. From this theme discutiu- The ratio of global capital versus the regional capital through branding and can analyze the strategic brand management study in its identification with the territory corresponding to the state of Rio Grande do Sul. The theoretical framework addressed the contemporary capitalism, theories about branding, cultural identity and a set of concepts, including, region and territory. There was a case study of Polar brand, based on literature review and documentary analysis of the campaigns. The results pointed to the use of the territory by the organizations as consumer arena the trademarks of their marketing products, exposing the contradictions of globalization and the territorial capital and brands. [ABSTRACT FROM AUTHOR]

The audiovisual stories in video-graphic support that are used broadcasting advertising brands are immersed in a profound transformation process. The video has been established as an easy understandable tool for the user and has the faculty for being able to travel on a variety of digital platforms generating millionaire impacts, above all, thanks to the Internet. This video versatility has meant that the traditional narrative formulas have overcome the challenge of transmedia dimension on content and that branded content in videographic support has been valued as an innovative communication instrument used by advertising brands to spread their messages within the narrative context, using different digital platforms for content distribution. This study analyzes videos as the most accepted support to consume advertising within branded content format in three successful advertising campaigns, and echoes two studies related to content advertising consumption on YouTube and Vimeo using smartphones and other devices to download contents: these channels and tools that generate essential connection elements between the advertiser and audiences. For this purpose, we have used a method based on observation techniques and the study of branded content on the selected online platforms to contextualize the results with the main data related to online advertising consumption provided by researches carried out by consultancy firms. Previously, through a documentary review process, we have framed the communicative ecosystem of the new online platforms and the branded content formats as a content distribution support. Which was later improved within expressive innovation and media impact on the branded content narrative in the video-graphic format which circulates through the YouTube and Vimeo platforms. This video format has become a common tool in the digital narrative strategy for optimizing Transmedia marketing campaigns or brand advertising. [ABSTRACT FROM AUTHOR]

Introduction: Health Hawke's Bay-Te Oranga Hawke's Bay (HHB) supports 29 general practices delivering to an enrolled population of 153,641; of this population 38,758 are Māori (indigenous people). Ischaemic heart disease for Māori is four times higher than non-Māori and the top cause of amenable mortality in Hawke's Bay[1]. Diabetes and breast cancer is a similar picture. The majority of the population, including Māori, access primary care services. Despite access and utilisation data being positively comparative there are still significant and abiding inequities. Approximately 25% of all Māori deaths occur before the age of 50 years compared to 5% of non- Māori. The HHB team has made a commitment to change this picture 'one whānau, at a time'. HHB acknowledged we were still not reaching Māori who most need services, but we were touching those who know those that most need services. What changed? Recognising that the make-up and cultural paradigm of Māori Whānau, Hapū (extended Whānau network) and Iwi (tribal affiliation) are different systems to those currently being used in our health system was the first step. This meant acknowledging there was a network in place based on whānau and whānaungatanga (system of relational connectedness), and to be prepared to ask questions rather than focus on fixing problems. By asking 'what we can do to help you do what you need to do?' our aim over time has been to work with the existing community strengths to influence and build whānau resilience, supporting the community to 'own' the activities so they are sustained beyond the support we provide to initiate and embed. The process remains iterative. We embarked on a journey together with Waimarama (name of a place) Marae(communal meeting place) in 2012. Waimarama is 30 kilometres from the closest urban area; the Māori community is built around a Marae and has genealogy connections to six other Marae in the area. Waimarama Marae was in the process of taking ownership and accountability of their health and wellbeing when we first engaged. The Marae aspirations were to have a nurse clinic, transport to access general practice particularly for the Kaumātua (older people) and more health support from the health clinic sited at the Marae. The Marae links to approximately 230 Māori living within the Waimarama area (up to 1,500 immediate whānau members connect directly to this group) these are our key stakeholders. Key Findings: We have supported the introduction of the Stanford University Chronic Disease Self-Management Programme (Better Choices, Better Health® Workshop)[2]. The Marae health champion and a community member have been trained to deliver this programme; this has had a positive impact, nine Marae whānau graduated the first programme with the potential to impact positive effects to a further 72 individuals, these nine are now equipped to manage their own health and wellbeing better and are actively engaging their whānau in discussions about health and wellbeing. A further 12 from connected Marae are requesting to be trained as lay trainers. Because the local community has been telling others about this programme, increased demand for training has also come from other providers and general practice. Highlights: A highlight from the Stanford programme is expressed in the following comment from a participant, Kaumātua Nanny Piki Ruahina Winitana. Before the Stanford programme she described being in the Kaumātua flats as 'This is where we go, you know, waiting to die,' now, she says 'not even! Stanford course is so interesting, we learn how to become healthy Kaumātua, eat healthy, think healthy, walk every day'. A key lesson was work with the natural rhythms of the community and to take time to know what the community aspiration is. The key for this community was being on their Tūrangawaewae (a place to stand and be listened to and heard) supported by people from the own community. Conclusion: If we had set out to address the problems of Ischaemic heart disease or diabetes by instigating standard programmes such as publicity campaigns, focused recalls, health promotion information about health eating and healthy activity, we may have affected individuals. By investing in and working closely with this community we increased the community resource and capability to manage more health achievement for themselves. The outcomes and benefits for this community may not be realised in 3, 6 or 12 months or longer. However, with knowledge invested into the community, the potential is there to change outcomes 'one whānau at a time'. [ABSTRACT FROM AUTHOR]

Communication within big corporations is constantly evolving and in a permanent state of change. The advertising industry lives through a complex situation. In this context of change, there is a lack trust of consumers and citizens, as a result of the deep global crisis. Nowadays we have in front of us a new scene for commercial communication and brand creation. Advertising continues being the favorite communication channel of the companies and brands, but now it takes places under a change of paradigm. Advertising industry goes beyond and further. Commercial do not show or announce products anymore. Currently, the companies reveal their corporate values with the hope of sharing beliefs with their publics and recover the lost confidence and trust. This work analyzes the advertising campaigns of three multinationals with the aim to discover communication contents based on values. The preliminary results show that the confidence is the last aim and goal. In order to obtain it, companies use advertising messages focused on emotions that transmit the shared values with the public. The new advertising paradigm is based in the real deep values of a brand. [ABSTRACT FROM AUTHOR]

The emergence of the Internet has contributed to the promotion and visibility of Corporate Social Responsibility (CSR) of companies, first through the website and, later, online social networks, a showcase for 'sell' more than just products. This article aims to analyze usage making Campofrío multinational social network Twitter to communicate their CSR, according to published on its website, coinciding at a time of economic and social disenchantment true crisis. Thus, in line with its latest advertising campaign, based on positivity to problems, the brand 'sold' values. Try to show how to construct these messages through creative and emotional speech, with this strategy the key to your success and social impact. [ABSTRACT FROM AUTHOR]

A decade ago, a large amount of information on our national drink pisco was made known through different advertising campaigns promoted by renowned brands and especially due to the establishment of the Peruvian Academy of Pisco, institution that emphasizes on historical studies of this fine beverage. In countries such as Spain, Portugal, Italy, Mexico, Argentina and Chile, enological tourist routes have been created based on a typical our traditional beverage, promoting a tourist flow and generating a specific type of tourism: wine tourism. In Peru, Ica and Moquegua regions have already developed this route. However, the valleys in Arequipa, especially Vitor with an enological tradition since the second half of the XVI century to date, do not have a tourist route offering this kind of attractions. This article offers a historical overview of the main wine and pisco cellars of the Vitor valley and moreover, it proposes the implementation of a Wine and Pisco Route in this valley. [ABSTRACT FROM AUTHOR]

In this review, we summarize the beginning of snuff the habit since its discovery until today. Trends are analyzed using anti-smoking campaigns which are contained in the website of the Ministry of Health, aimed primarily at the adult sector of our population, as well as another collection snuff advertising on the Internet that are directed more to our young people through their leisure interests. With this I tried to see the evolution and impact on the Spanish population and more specifically on the adolescent population sector, these being the most vulnerable and unprotected against a health problem whose individual and collective volunteer brings home very important and serious problems for smokers and nonsmokers. [ABSTRACT FROM AUTHOR]

This paper aims to examine the values reflected in Internet advertising. To achieve this, a content analysis which identifies the values reflected by advertisements on web sites targeting teenagers, has been performed. Analysis results show that the most frequent values are related to transgression, adventure, materialism, competitiveness and power. The study also reveals a relationship between the target audience and the type of values. Campaigns aimed at youth have a significant presence of transgression, adventure, materialism, power, competitiveness and personal success values, while campaigns aimed at both targets (adults and youth simultaneously) have a significant presence of normative values. [ABSTRACT FROM AUTHOR]

Tourism plays a decisive role in the economy of a region, its key element is to connect the individual with their environment and this also allows improving the quality of life, creating a solid economic structure and contributing to economic and cultural development of peoples. The area covered by the Department of Norte de Santander, Colombia and the Táchira State, Republic of Venezuela, has many attractions that allow their development and positioning as a touristic destination. To achieve this goal is necessary to identify the strengths and potentials of each of the municipalities, to analyze its real competitive advantage, establish a market segment that distinguishes them according to psychographic profiles and strengthen its positioning through advertising campaigns. The research is qualitative in nature, has an exploratory, descriptive and explanatory. [ABSTRACT FROM AUTHOR]

While international evidence suggests that featuring pictorial health warnings on tobacco packaging is an effective tobacco control intervention, the process used to introduce these new warnings has not been well documented. We examined relevant documents and interviewed officials responsible for this process in New Zealand. We found that, despite tobacco companies' opposition to pictorial health warnings and the resource constraints facing health authorities, the implementation process was generally robust and successful. Potential lessons for other countries planning to introduce or refresh existing pictorial health warnings include: (i) strengthening the link between image research and policy; (ii) requiring frequent image development and refreshment; (iii) using larger pictures (e.g. 80% of the front of the packet); (iv) developing themes that recognize concerns held by different smoker sub-groups; and (v) running integrated mass media campaigns when the warnings are introduced. All countries could also support moves by the World Health Organization Framework Convention on Tobacco Control's Secretariat to develop an international bank of copyright-free warnings. [ABSTRACT FROM AUTHOR]

This research aims to evaluate the impact of a publicity campaign published on YouTube using Virtual Reality against gender violence on the social awareness of young people. Two dimensions were used to evaluate this impact: emotional and behavioral intent based on Ajzen's theories. An ad hoc questionnaire based on the two dimensions to be evaluated in the research was used for data collection. This is a quasi-experimental study for which a sample of 121 adolescents between 16 and 19 years of age in Seville participated. The results show that negative emotions are predominant over positive ones, but there is a clear sample of intention to change behavior and awareness. However, there is a great difference in the impact that the campaign has on boys and girls, having more impact on girls. [ABSTRACT FROM AUTHOR]

Social media networks, especially those where the use of images plays a key role, are a fundamental tool for fashion brands to be perceived as sustainable. The purpose of the present investigation is to analyze the elements and colors used by the 10 fashion corporations with the highest scores in the sustainability rankings when they share photographs and illustrations to Instagram and analyze the differences between publications related to sustainability and those that are not. Based on the history of posts from the 61 brands that make up these 10 corporations (277,955), those that include a term related to sustainability were identified, obtaining a sample of 12,639 publications. Next, an automatized image recognition was made using the Python Inception V3 library and the colors used were analyzed using the PIL and colorsys libraries. Even though clothing and footwear are the elements most frequently displayed when choosing a single image, in half of the cases the brands combine various types of images to reinforce the sustainable message with images of nature, sport, animals or food. In sustainable content, this trend is more pronounced in a communication strategy aimed at reducing the prominence of the final article, subjected to an industrial manufacturing process, and providing a more benevolent context from the point of view of sustainability. In addition, there are chromatic differences between sustainable content and those that are not. In all cases, the most used color is red, but in sustainable content the presence of cyan and green increases, closely linked to images of nature and landscapes. [ABSTRACT FROM AUTHOR]