The emotional structure of the advertising message in radio

Radio advertising is suffering from a remarkable crisis of creativity as it has yet not found its role in a radio model based on voice locution and information genres. This article suggests the need for implementing a peripheral or heuristic strategy to attract and hold listeners’ attention. Within this framework, the narration and scene representation are proposed as suitable persuasion techniques. The objective is to design a useful conceptual tool for an efficient creative conception of narration at the service of certain commercial strategy. First, the concept of narrative persuasion is grounded according to the possibilities of the sound code. Second, the keys of scene representation and commercial strategy (brand, product, advantage, benefit and target) within the sound message are presented. And third, these keys are articulated in a model. This model is pre-tested by means of analyzing eight different case-radio ads.

From the transformation to the bancarization of the spanishsaving banks: an analysis of the results pursued

This research arises due to the current restructuring process in which is immersed the Spanish banking sector. The above mentioned process is carried out to try to reduce the doubts on the viability of the bank companies to average and long term and to be able to return again the confidence in the sector. Though the economic and financial crisis has concerned the whole banking sector, the subsector of the Spanish savings banks is the one that has experienced a major number of integrations (articulated by means of mergers, absorptions and across Institutional Protection Schemes -IPSs-), and the one that has met submitted to the bancarization process. Considering what has been said, the present paper analyses Spanish saving banks to try to discern whether thanks to that process the objectives pursued by the bank rearrangement have been fulfilled. To do this, the evolution of some important financial variables will be studied over a long period of time (1999-2012). The results suggest that not all the savings banks have seen improved their ratios of efficiency, solvency, financial gap and social work, which indicates that there is still much to be done in order to rectify the problems affecting the studied sector.

Social networks and lifelong learning in older people

Various socio-demographic factors are causing our society to coexist every day with a group of elderly population that remains active and inserted into the daily dynamics. However, it is believed that there are certain barriers that make this group of people to not adequately address the technologies and even social networks. The creation of the University Programs for the Elderly (PUM), however, is leading to a new stage, since older people who participate come into contact with all kinds of content and rigor, updating own university education, thus changing the way to tackle the most innovative and different situations. In this study, we analyze what is the knowledge and use of older people, PUM, attending the University of Jaen have of the social networks and the assessment made of the need for these programs. To achieve this, we used a methodology in which qualitative and quantitative processes were articulated, through the analysis of data obtained from interviews and a focus groups with program Aquad 7. The data collected show that there is still some ignorance about social networks by older people, but everyone values their usefulness and necessity. Participants believe that they will be least affected of the risks of these technologies and demand a greater training in these contained within the PUM.

Emergencias de la mediación intelectual. "La Revista de América" (París, 1912-1914) y la red de escritores latinoamericanos en Europa a comienzos del siglo XX

Este trabajo estudia el proyecto editorial de la Revista de América (1912-1914), fundada en París y dirigida por Francisco García Calderón. Mi propósito es analizar el modo en que muchos de los vínculos entre los escritores latinoamericanos radicados en París entre fines del siglo XIX y la Primera Guerra Mundial se materializaron en la edición de revistas. Propongo examinar las estrategias de difusión de las producciones latinoamericanas en el Viejo Continente, como así también algunos aspectos ideológicos y de intervención intelectual que la revista llegó a articular. En un primer momento, me detengo en los rasgos materiales tanto del proyecto editorial de la revista como de los vínculos entre los latinoamericanos desterrados. Luego indago las distintas formas de mediación crítica, por un lado, y cultural, por otro, que la revista escenificó y, en algunos casos, desarrolló activamente. En efecto, la revista de García Calderón vuelve visible una dimensión mediadora en varios sentidos: mediación crítica entre productores y lectores, pues se propuso como instancia de difusión, al convocar a “a los mejores escritores latinoamericanos”. Al mismo tiempo, propuso otras dos mediaciones: entre pares, al funcionar como consagradora, seleccionando y agrupando simbólicamente a los escritores de cada país latinoamericano. Finalmente, una mediación intercontinental entre culturas en la contemporaneidad, que intentó acercar dos gestos en la acción de la revista: una legitimación del pensamiento y el arte “de ultramar” y una valoración de los desarrollos artísticos europeos del presente.