El hombre metrosexual como Narciso contemporáneo: el papel del discurso publicitario actual en la construcción de la masculinidad

Existen diferentes definiciones del concepto de masculinidad. Por un lado están las normativas, que la entienden como lo que los hombres deberían ser y, por otro, los enfoques semióticos, que la definen como no-feminidad. Partiendo de este último enfoque y teniendo en cuenta que la feminidad ha evolucionado en los últimos años junto con la sociedad desdibujando la frontera entre lo que forma parte del rol femenino y lo que no, se puede afirmar que han surgido a partir de los renovados modelos de feminidad, diferentes y nuevas masculinidades entre las que se encuentra la del hombre metrosexual. Es en este tipo de masculinidad en concreto en la que se centra la presente investigación y en cómo se construye la narración de dicha masculinidad en el discurso publicitario actual recurriendo a la figura mítica de Narciso. Así, a partir de una revisión bibliográfica y de un análisis de contenido, se pretende analizar la influencia de la publicidad en la aparición del hombre metrosexual como nueva masculinidad en respuesta a la transformación de la feminidad, a la par que confirmar la presencia de la figura de Narciso como recurso en la construcción de la masculinidad en la publicidad actual.

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.

Non-agrocultural co-peratives and economy transformation in Cuba: politic processes and strategies

Contribution of co-operatives has been demonstrated since the 1970s as the main development line in agricultural production in Cuba. In contrast, there has been a late recognition of urban co-operatives, even if the need of transformations based on the realization of property in different territorial scenarios had been identified. The article analyses the reform processes launched since the first decade of the 21st century focusing on the nature of the initiatives fostering formation and promotion of nonagricultural co-operatives including follow up of their performance. The potential and limitations of the recent experiences are examined in order to reflect on the organizational processes and transformations from the point of view of their members. To conclude, some questions are posed about whether these co-operatives are capable of avoiding the impact of earlier employment circumstances and of developing strategies aimed at reinforcing voluntary membership and autonomy on which they are founded.

Artistic proposals of visual arts of Ecuador since the second half of the twentieth century to the present

This article is the result of a research that analyzes the most important artistic proposals of Visual Arts in Ecuador, since the second half of the twentieth century to the present. Through literature review and data collection held in the city of Guayaquil, we could determine their influence and impact on the circuit of contemporary art. The instruments used for data collection were depth interviews that were done to experts in the field. Like surveys of attendees at different artistic events (exhibitions, permanent exhibitions, seminars), allowed to establish the social interests of those proposals. The methodology was mixed approach, quantitative and qualitative data were used.

Bogotá arte urbano o graffiti. Entre la ilegalidad y la forma artística de expresión

La investigación sobre el graffiti relacionado con el arte urbano, el diseño y la comunicación visual, la cultura social y política en la ciudad de Bogotá, son temas que concentran esta investigación. Opiniones y entrevistas fueron revelando la influencia sobre la comunidad, la sociedad civil, la política, y el enfrentamiento radical con la leyes, su clasificación y su exigencia según el estrato social han hecho de los espacios públicos de Bogotá una ciudad con paredes hablantes. Aunque no es tomado como algo malo, -para algunos- vandalismo para otros, despierta en muchos, opiniones diversas y sobre todo una subestimada valoración de los artistas hacia una expresión liberal y democrática de un sistema que los aleja de cualquier exhibición del arte tradicional.

The press for seniors, an emerging sector that doesn’t quite take off

This article is a description and analysis of the press of seniors in Spain, from two points of view: 1. media mapping, and 2. study of the advertising and editorial content that offer two important magazines of the sector: Sesenta y Más, magazine of the IMSERSO, and Senda Senior, as a commercial proposal. As well, of the study is that the sector does not go through its best moment, lack of advertising interest, but headers offer models of life that best fit the new times, profiling a person who without worrying about their health, be more active in the communication field, in the playful and especially in the cultural.

Advertisement and society in graphic magazine: La Esfera (1920-1930)

In the first third of the 20th century, Spain entered into modernity thanks to the positive state of its economic, cultural and social domains after the First World War. The objective of this article is to understand the role of artistic advertisements in the transformation of Spanish society that occurred during the decade of the ‘20s. My study of the illustrated magazine La Esfera has revealed that illustrated advertisements spread fashion, fostered sports and outdoors life, created the habit of smoking among women and had an educational influence that was powerful enough to change hygienic practices among children.

Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Arte, ciudad y creatividad. Los paisajes publicitarios de Nicolás Gless.

El presente artículo investiga la influencia del fenómeno publicitario como elemento configurador de la esencia urbana en la obra del dibujante y pintor Nicolás Gless. Una obra en la que la publicidad y el diseño gráfico sobrepasan el papel de ornamento para convertirse en rasgo hiperbólico de las sociedades posmodernas. Unos referentes decisivos que, unidos a un profundo conocimiento de los movimientos artísticos del siglo XX y un lenguaje visual cercano al comic, cristalizan en una serie de paisajes urbanos de estilo muy reconocible denominados “paisajes electrográficos”. Un caso paradigmático de las influencias recíprocas entre arte y publicidad vigentes desde mediados del siglo XIX.

Publicidad de Guerrilla: Estudio de la campaña Coronita Save the Beach

En el presente artículo se realiza una reflexión sobre la relación existente entre las nuevas formas publicitarias de Guerrilla y el arte conceptual de los años setenta; en concreto refiriéndose a una campaña como es Coronita Save the Beach de la compañía mexicana de cervezas Coronita. Estas formas publicitarias de guerrilla han surgido como solución a la crisis de los formatos tradicionales de los medios de comunicación y a la saturación publicitaria. Son, a su vez, formatos novedosos en el ámbito publicitario, pero se ejecutan en base a esquemas artísticos del siglo XX surgidos a raíz de la crisis del objeto artístico de los años setenta. Esta crisis supuso el origen del arte conceptual, movimiento artístico que buscaba la supremacía de la idea frente al objeto artístico en sí. El arte siempre ha sido vanguardia cultural y social. Desde este punto de vista, se ha analizado esta campaña que se vale de estas vías alternativas de comunicación, estableciendo una relación entre arte y publicidad.

Intervención cognitivo-conductual para el control de ansiedad ante la biopsia insicional en pacientes con cáncer de mama

Oncological patients are submitted to invasive exams in order to obtain an accurate diagnosis; these procedures may cause maladaptative reactions (fear, anxiety and pain). Particularly in breast cancer, the most common diagnose technique is the incisional biopsy. Most of the patients are unaware about the procedure and for that reason they may focus their thoughts on possible events such as pain, bleeding, the anesthesia, or the later surgical wound care. Anxiety and pain may provoke physiological, behavioral and emotional complications, and because of this reason, the Behavioral Medicine trained psychologist takes an active role before and after the biopsy. The aim of this study was to evaluate the effect of a cognitive-behavioral program to reduce anxiety in women submitted to incisional biopsy for the first time. There were 10 participants from the Hospital Juárez de México, Oncology service; all of them were treated as external patients. The intervention program focused in psycho-education and passive relaxation training using videos, tape-recorded instructions and pamphlets. Anxiety measures were performed using the IDARE-State inventory, and a visual-analogue scale of anxiety (EEF-A), and the measurement of blood pressure and heart rate). Data were analyzed both intrasubject and intersubject using the Wilcoxon test (p≤0.05). The results show a reduction in anxiety (as in punctuation as in ranges) besides, a reduction in the EEF-A.