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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]

An analysis of campaigns to prevent the consumption of addictive substances and to favor road safety in Spain from 2011 to 2020 is carried out from a gender perspective. The results reveal how women have been represented in such campaigns in recent years. A quantitative methodology is applied based on longitudinal and categorical content analyses. The corpus used in the investigation comprises 81 pieces from 24 campaigns run by public and private institutions at the national, autonomous community, or local level of the Valencian Community. The methodological design is constructed around 20 variables, with gender considered as a cross-sectional variable. The results indicate the low presence of women in such campaigns, which can hinder their identification and reduce awareness in relation to the problems addressed. A masculinization of most of the campaigns aimed at a younger audience (25-35 years) is also observed, regarding both legal and illegal substances, which may influence their adequacy among the population at risk. In both emotional and rational messages, there is a greater presence of men, reinforced through real images and sounds, with creative strategies and resources of both an informative and emotional nature. The number of campaigns exhibiting gender parity had decreased by 80% as of 2016, in contrast to the increase in the consumption of substances such as alcohol and psychotropic drugs by women. This therefore does not follow the recommendations of the National Drug Strategies in recent years regarding the need to incorporate a gender perspective into such campaigns. In addition, reinforcement of gender stereotypes and traditional female roles is observed. [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]