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.

Territorial administrative reorganization as a strategy for optimizing the structure of local government

Through the tough economic and social situation and the lack of values that has been experienced in recent years, local governments especially in Greece, Portugal, Italy and Spain have been forced to strongly consider the structure and size of their public sector. Despite some initiative to reduce the number of municipalities and provinces, little substantive progress has been made in improving the management of the local public Administration during this crisis. In this study a territorial administrative reorganization is proposed as a strategy to optimize the structure of local government, analyzing the Spanish situation in general, and an autonomous community in particular.