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.

El aprendizaje activo de la microbiología en el Grado de Podología incrementa el rendimiento académico

Se ha planteado como objetivo la mejora de la calidad de la docencia de la Microbiología mediante la actualización de la metodología docente , introduciendo como actividad docente el aprendizaje activo basado en preguntas (inquirybased learning:IBL) para conseguir mejorar las competencias que deberán adquirir los estudiantes como parte de su formación integral. En este estudio han participado 55 alumnos de Segundo Curso del Grado de Podología (Curso 2014-2015),y se ha calculado el porcentaje de alumnos que participaron en las 3 pruebas (3 IBL), en 2 (2 IBL), en 1 (1 IBL), y los que no participaron en ninguna y posteriormente se relacionó con las calificaciones obtenidas en la asignatura de Microbiología. Se incluyeron las preguntas IBL que se realizaron en clase en el campus virtual de la asignatura, pero sin incluir la corrección de las mismas. En los alumnos que realizaron alguna prueba IBL se obtuvieron calificaciones mejores en las preguntas diseñadas para analizar la síntesis de conocimientos y el análisis de datos que en aquellos que no habían participado en ninguna. Al finalizar la actividad se realizó un estudio transversal a través de un cuestionario autocumplimentado en el que se valoraba la opinión de los alumnos sobre el aprendizaje activo mediante IBL valorando positivamente esta actividad para medir el aprendizaje y mejorar la preparación del examen. Consideramos que el uso del campus virtual unido a la actualización en la metodología docente puede mejorar el rendimiento académico de los estudiantes de Microbiología.

The divulgation of hygiene-sanitation matters at the start of Spanish radio (1933-1957)

The work analyse from a journalistic point of view the history radio divulgation of health during the Second Republic and the start of the Franco era. For it, printed sources of the health broadcast conferences have been analysed. The most frequently used radio genre was a combination of informative monologue and monologue opinion. Questions relating to maternal-juvenile health were the most disseminated. In general, the radio language employed responded to the needs for clarity, as well as adapting the message to the target audience. With Francoism, the political slogans were incorporated and the gender discussions were given more importance.

The notion of space in the artistic language of Alfredo Jaar

Conceptual art and communicator role has influenced the work of Chilean architect Alfredo Jaar, which has been proposed report, with other codes [verbal and nonverbal], global events influencing contemporary society. His early training as an architect has driven innovation in the design of artistic space , using the message to convey to the viewer the reason for his work for more than three decades, highlights the artistic composition with various material resources whose purpose lies in conceptualizing various topics relevant in considering the role of artistic communication. Jaar’s style is the sum of his own life experience in relation to the contradictions of the world today, which is exposed and from the perspective of postmodernism from the exploitation of the notion of space as an open stage for visual and expressiveness beyond national borders, societies and cultures of the world.