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.

La narrativa indigenista en Argentina. Una doble denuncia

Desde tiempos de José Carlos Mariátegui, la crítica literaria indigenista viene articulando un discurso etnocentrista cuyo eje de producción se sitúa en Perú y los países vecinos, pero rara vez se ha mencionado una obra argentina que trate sobre las desigualdades que sufren los indígenas de ese país. Ni siquiera la academia argentina ha analizado ninguna novela desde la óptica indigenista.En un país cuyos gobiernos, desde el siglo XIX, han tratado de borrar cualquier traza de sangre indígena en su población, ya sea mediante la asimilación, exterminio o invisibilidad, y cuyas zonas de mayor asentamiento indígena se encuentran lejos del hegemónico Buenos Aires, las narraciones de problemas sociales ajenos quedaban encajonadas en el recóndito mundo de la literatura regional.Sin embargo, durante los años de eclosión del movimiento indigenista, escritores argentinos se hicieron eco de los sufrimientos y demandas de sus compatriotas indígenas por medio de novelas que sobrepasaron el peyorativo epíteto regionalista y que incomprensiblemente, han sido olvidadas.En este artículo, que forma parte de un estudio más amplio, se aborda el silencio crítico, se contextualiza la producción indigenista de la época y se analizan brevemente algunas de las obras.

The Architecture of Seduction: An Analysis on Digital Architectures within Consumer Society

Currently new digital tools used in architecture are often at the service of a conception of architecture as a consumer society’s cultural good. Within this neoliberal cultural frame, architects’ social function is no longer seen as the production of urban facts with sense of duty, but as a part within the symbolic logic that rules the social production of cultural values as it was defined by Veblen and developed by Baudrillard. As a result, the potential given by the new digital tools used in representation has shifted from an instrument used to verify a built project to two different main models: At the one hand the development of pure virtual architectures that are exclusively configured within their symbolic value as artistic “images” easily reproducible. On the other hand the development of all those projects which -even maintaining their attention to architecture as a built fact- base their symbolic value on the author’s image and on virtual aesthetics and logics that prevail over architecture’s materiality. Architects’ sense of duty has definitely reached a turning point.