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.

Citizenship training in school from the perspective of future primary education teachers

The aim of this paper is to recognize the images that prospective elementary school teachers have about citizenship and citizenship education in school. The qualitative methodology with an ethnographic approach is used for that deep interview of ethnographic kind and analysis of institutional documents, for example, curricula, course syllabus and graduated profi le. The revision of documents helps to a better understanding of discourses. The analysis of the corpus obtained after the application of the paradigm of codifi cation proposed in the established theory. As the principal fi ndings we way point out that the concept of citizens that is common among prospective elementary school teachers is reduced to the school environment because they consider that the promotion of citizenship helps to the incorporation of children to society, thus reproducing a propaedeutic view of education.

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.

Practicum in Educational Psychology: comparative analysis between areas of knowledge

In this paper we present the process and results of an investigation in which, after reflecting on the concept of Practicum and, specifically, in the Practicum in Educational Psychology degree taught at the University of A Coruña, an assessment is made taking into account the opinion of the students who have studied this matter, as to the relevance that the planned objectives are given and subsequent achievement of these. The results differ considering the area that the teacher who has tutored belongs to. Methodologicaly, it is a descriptive research, survey type, which involved a significant sample of students in their final year of the degree in the year 2012/13 through a questionnaire which validity (Teaching and content) and reliability (internal consistency) have been properly set (judgment of experts and a pilot experience for the calculation of Cronbach's alpha). The results show that the Practicum program has a good development of most of the objectives, especially those related to skills, where the average of the highest rated goals exceed the rating of 4. This suggests clear lines for innovation and improvement in the areas of conceptual and attitudinal level.

The Rhetorical Construction of Corporate Logos

This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con­struction of an original logo consistent with a company’s image.

Estudio sobre la contribución de la radio al envejecimiento activo. Fase incial: análisis cuantitativo de la presencia de la vejez en los magazines de radio

Este trabajo aborda la posible contribución de la radio al envejecimiento activo. La ética comunicativa actual debe tener presentes los colectivos más vulnerables de la sociedad y uno de ellos es el de la vejez. Se recogen en el artículo los principales datos demográficos sobre población mayor, cuyo crecimiento es tal que se hace necesario un cambio de paradigma a la hora de abordar estos cambios, lo que se conoce como envejecimiento activo. Se plantea que la radio, por sus peculiares características, puede contribuir a promover dicho paradigma. Pero es necesario partir de datos objetivos y el artículo concluye presentando los datos y gráficos de la investigación realizada sobre la presencia de la vejez en los magazines matinales de las cuatro emisoras más importantes del país.

Terrorismo, Yihadismo y Crimen Organizado en la Estrategia Global de Seguridad de la Unión Europea

El terrorismo es considerado en la Estrategia Global para la Política Exterior y de Seguridad de la UE como una de las principales amenazas a la seguridad de la Unión Europea. La lucha contra el terrorismo ha dado sus frutos en los últimos quince años, pero este artículo analiza la nueva Estrategia y se pregunta si será suficiente para responder con eficacia a esta amenaza y si se están empleando todos los medios necesarios para atajarla.

La Unión Europea y la OTAN en el marco de la nueva Estrategia Global de Seguridad de la Unión Europea

El artículo analiza la relación entre la Unión Europea y la OTAN en cuestiones de defensa, según se ha reflejado en las estrategias de seguridad de la Unión Europea, con particular atención a la Estrategia Global de la Unión Europea presentada en 2016. Se estudia la Estrategia de Seguridad Europea de 2003, el Informe de Implementación de 2008, y las nuevas aproximaciones al contexto internacional y a la seguridad europea que se reflejan en la Estrategia Global. Se analiza también el papel de la OTAN, así como la evolución de la política de seguridad de los Estados Unidos hacia Europa durante la Administración Obama. Finalmente se discute el posible futuro de la Política Común de Seguridad y Defensa de la UE (PCSD) después del Bréxit, así como las consecuencias para su relación con la OTAN.