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.

Aspectos de la poliédrica influencia de los clásicos: nuevas imágenes clave de la influencia de san Vicente Ferrer en Italia

Este artículo analiza la función de la figura de san Vicente Ferrer en la política de afianzamiento y expansión de la Corona de Aragón en la Italia de mediados del siglo XV y hasta el siglo XVIII. San Vicente Ferrer, clásico innegable de la cultura de la Corona de Aragón, ejerció una extraordinaria influencia en el pensamiento, la predicación y la ortodoxia católicas, así como también, en el tablero de ajedrez de la alta política de fines del siglo XIV y principios del XV. Su influencia fue prácticamente ubicua y omnímoda: predicaba a las masas de casi toda Europa occidental, enfervorizadas por sus dotes oratorias y su dominio de las artes de la predicación, al mismo tiempo que ejercía de consejero de máxima confianza de papas, reyes y gobernantes, escribía densos tratados de teología y filosofía moral, y obraba milagros (más de 900 registrados en su Causa de Canonización). Caló muy hondo, también después de su muerte y durante siglos, en toda Italia, que era el gran escenario de la política y de la cultura humanística y del Renacimiento. Ello se aprovechó por parte de la Corona de Aragón para su expansión en Italia, desde la conquista de Nápoles por Alfonso el Magnánimo. Todo ello se analiza en este estudio a partir de obras de arte (capillas, cuadros, retablos, frescos y mosaicos), nunca tenidas en cuenta en este sentido, pero que, como queda demostrado, son muestra y prueba de esa influencia tanto religiosa como también política de la “figura” de este santo valenciano. Se trata en definitiva del análisis de la poliédrica función de los clásicos.

PoS-tagging the Web in Portuguese. National varieties, text typologies and spelling systems

The great amount of text produced every day in the Web turned it as one of the main sources for obtaining linguistic corpora, that are further analyzed with Natural Language Processing techniques. On a global scale, languages such as Portuguese - official in 9 countries - appear on the Web in several varieties, with lexical, morphological and syntactic (among others) differences. Besides, a unified spelling system for Portuguese has been recently approved, and its implementation process has already started in some countries. However, it will last several years, so different varieties and spelling systems coexist. Since PoS-taggers for Portuguese are specifically built for a particular variety, this work analyzes different training corpora and lexica combinations aimed at building a model with high-precision annotation in several varieties and spelling systems of this language. Moreover, this paper presents different dictionaries of the new orthography (Spelling Agreement) as well as a new freely available testing corpus, containing different varieties and textual typologies.

The University of Alicante Library copy of Palmerin d'Oliva (London, 1637): A Bibliographical Description

The purpose of this article is to provide bibliographical information about a copy of the fourth edition of the two parts of Anthony Munday's translation of Palmerin d'Oliva (London, 1637; STC 19160) recently purchased by the University of Alicante Library and not mentioned in the standard bibliographies. The article contains a detailed bibliographical description based on Bowers's principles (1949) and is designed to be useful to scholars by making direct consultation of the copy in most cases unnecessary. The description is preceded by a short introduction to the literary text and its publication in England.

Fashion opinion leadership, innovativeness and attitude toward advertising among Portuguese consumers

In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and postgraduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising. It was possible to identify two groups of consumers: fashion influencers, who exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followers who don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising.