What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

Reflexions al voltant del fòrum de debat «Literatura i identitats: personals i col·lectives»

Aquest article recull les aportacions abocades al voltant de la literatura com a eina per construir les identitats, personals (de gènere i/o sexual) i col·lectives (i/o nacionals) en el fòrum de debat del II Simposi d’Ensenyament de la Literatura i la Llengua. A partir de la proposta de diverses preguntes bastírem ponts de conversa referents a qüestions com ara la formació del professorat en qüestions de gènere, l'explicitació o no a l'aula les diverses formes de desig sexual, el trencament dels tòpics masculí/femení, el paper cabdal de l'etnopoètica com a eina per construir la identitat nacional o la delimitació i popularització dels símbols i mites col·lectius. El text inclou també propostes de textos per a treballar a l'aula els aspectes sobre els quals reflexionem.

Translation and terminology. Apropos of two Spanish versions of Dumarsais’ Logique (Madrid, 1800)

This article is the English version of “Traducción y terminología. A propósito de dos versiones al español de la Logique (Madrid, 1800) de Dumarsais” by Brigitte Lépinette. It was not published on the print version of MonTI for reasons of space. The online version of MonTI does not suffer from these limitations, and this is our way of promoting plurilingualism.

Mentors’ implication in clinical learning and assessment of nursing students

Nursing Education in Europe is regulated by law from 2005. Clinical learning comprises at least 50% of the total degree program in nursing. It is necessary rely on professionals nurses involved in the learning process and skills development assessment. The level of implication in learning processes of these professional nurses is very important to ensure good results.

An electronic record system in nursing education: evaluation and utilization

The main objective of the present work is to analyze the results of the utilization and evaluation of the LORETO Record System (LRS), providing improvement areas in the teaching-learning process and technology, in second year nursing students. A descriptive, prospective, cross sectional study using inferential statics has been carried out on all electronic records reported by 55 nursing students during clinical internships (April 1º-June 26º, 2013). Electronic record average rated 7.22 points (s=0.6; CV=0.083), with differences based on the clinical practice units (p<0,05). Three items assessed did not exceed the quality threshold set at 0.7 (p<0.05). Record Rate exceeds the quality threshold set at 80% for the overall sample, with differences based on the practice units. Only two clinical practice units rated above the minimum threshold (p <0.05). Record of care provision every 3 days did not reach the estimated quality threshold (p <0.05). There is a dichotomy between qualitative and quantitative results of LRS. Improvement areas in theoretical education have been identified. The LRS seems an appropriate learning and assessment tool, although the development of a new APP version and the application of principles of gamification should be explored.