Online Media and Crisis? of Advertising Media Planning

Nowadays, online media represent a great choice for advertising. From de advertising media planning, new media give new ways to reach the consumers, but they also add more complexity. The communication capacity of online media and the greater use of that media by part of the users open up the debate about the necessity of rethinking the approach of the ‘traditional’ advertising media planning, which structure and work processes were developed when media were offline. So, this article gives a panoramic view about the influence of new media in advertising media planning. To do this, in first place, describes the current scenario, analyzing the penetration and advertising expenditure in Internet. Also, it shows the main online media according to their proximity to the offline advertising media planning conception. In second place, this article addresses the current challenges at measuring new media as a symptom of the impulse at the change of model. Finally, the article ends up showing some trends that are presented as drivers of change. However, after this analysis, comes up the point that those aspects would not change the essence of advertising media planning, so it is questionable if we can speak of a crisis or, instead, if new media are showing the necessity that media planning have to be involved with this new scenario.

Antiausteridad y protesta en el contexto de la crisis económica y política en España e Italia

The crisis affecting European Union, and especially Mediterranean countries, is both an economic and a political crisis. In a broad sense, we can look at the crisis as the result of an internal crisis of the neoliberal model, exacerbating the perceived subordination of politics to the economy, and therefore the deficit of legitimacy and involvement that characterizes both European and national institutions. The decline in support for traditional political organizations and reduction of conventional political participation is accompanied by a process of reinvention of politics, which takes form in grass-root, non conventional participation. New political actors challenge economic and political institution and claim for a renewal of democracy and for a new relation between economy and politics. The article, after comparing steps and dimension of crisis, explores the characteristics of anti- austerity movements in Spain and in Italy, analyzing differences and similarities. Finally, we locate the movilization occurred in these two countries within the context of the global cycles of protest.

Spectral BRDF-based determination of proper measurement geometries to characterize color shift of special effect coatings

A reduced set of measurement geometries allows the spectral reflectance of special effect coatings to be predicted for any other geometry. A physical model based on flake-related parameters has been used to determine nonredundant measurement geometries for the complete description of the spectral bidirectional reflectance distribution function (BRDF). The analysis of experimental spectral BRDF was carried out by means of principal component analysis. From this analysis, a set of nine measurement geometries was proposed to characterize special effect coatings. It was shown that, for two different special effect coatings, these geometries provide a good prediction of their complete color shift.

Partial collapse of a ventilated stone façade: Diagnosis and analysis of the anchorage system

The mechanical behaviour of transventilated façades performed by natural stone is necessarily based on the correct execution of both anchoring elements on the stone cladding as in the ones corresponding to the enclosure support, either with brick masonry walls or reinforced concrete walls. In the case studied in the present work, the origin of the damages suffered on the façade of a building located in Alcoy has been analyzed, where the detachment of part of the outer enclosure occurred. This enclosure is a transventilated façade formed by Bateig Blue stone tiles. To this end, “in situ” tests of the anchoring systems employed have been performed, as well as laboratory tests of mechanical characterization of the material and of different types of anchor, comparing these results with those obtained in both the simplified analytical models of continuum mechanics as developed by the Finite Element Method (FEM).

Simultaneous synthesis of heat exchanger networks with pressure recovery: optimal integration between heat and work

The optimal integration between heat and work may significantly reduce the energy demand and consequently the process cost. This paper introduces a new mathematical model for the simultaneous synthesis of heat exchanger networks (HENs) in which the pressure levels of the process streams can be adjusted to enhance the heat integration. A superstructure is proposed for the HEN design with pressure recovery, developed via generalized disjunctive programming (GDP) and mixed-integer nonlinear programming (MINLP) formulation. The process conditions (stream temperature and pressure) must be optimized. Furthermore, the approach allows for coupling of the turbines and compressors and selection of the turbines and valves to minimize the total annualized cost, which consists of the operational and capital expenses. The model is tested for its applicability in three case studies, including a cryogenic application. The results indicate that the energy integration reduces the quantity of utilities required, thus decreasing the overall cost.

Sentiment classification for early detection of health alerts in the chemical textile domain

In the chemical textile domain experts have to analyse chemical components and substances that might be harmful for their usage in clothing and textiles. Part of this analysis is performed searching opinions and reports people have expressed concerning these products in the Social Web. However, this type of information on the Internet is not as frequent for this domain as for others, so its detection and classification is difficult and time-consuming. Consequently, problems associated to the use of chemical substances in textiles may not be detected early enough, and could lead to health problems, such as allergies or burns. In this paper, we propose a framework able to detect, retrieve, and classify subjective sentences related to the chemical textile domain, that could be integrated into a wider health surveillance system. We also describe the creation of several datasets with opinions from this domain, the experiments performed using machine learning techniques and different lexical resources such as WordNet, and the evaluation focusing on the sentiment classification, and complaint detection (i.e., negativity). Despite the challenges involved in this domain, our approach obtains promising results with an F-score of 65% for polarity classification and 82% for complaint detection.

Novel Ti/Ta2O5-SnO2 electrodes for water electrolysis and electrocatalytic oxidation of organics

Mixed metal oxide (MMO) electrodes have been applied to different technologies including chlorine production, organic compounds oxidation, water electrolysis, electroplating, etc. due to their catalytic, optical and electronic properties. Most of the existing MMO electrodes contain either toxic metals or precious metals of the platinum group. The aim of this study was to develop environmentally friendly and cost-effective MMO electrodes for water and organic compounds oxidation. Ti/Ta2O5-SnO2 electrodes of different nominal composition were prepared, and electrochemically and physically characterized. For water oxidation, Ti/SnO2 electrode with 5 at.% of Ta produced the highest electroactivity. Ti/SnO2 electrode with 7.5 at.% of Ta showed the best performance for the oxidation of methylene blue (MB). The electrocatalytic activity of the Ti/Ta2O5-SnO2 electrodes increased with the number of active layers. The maximum current of water oxidation reached 3.5 mA at 2.5 V when the electrode was covered with ten layers of Ta2O5. In case of the oxidation of 0.1 mM MB, eight and ten active layers of Ta2O5 significantly increased the electrode activity. The prepared electrodes have been found applicable for both water electrolysis and organic compounds oxidation.

Effects of high-color-discrimination capability spectra on color-deficient vision

Light sources with three spectral bands in specific spectral positions are known to have high-color-discrimination capability. W. A. Thornton hypothesized that they may also enhance color discrimination for color-deficient observers. This hypothesis was tested here by comparing the Rösch–MacAdam color volume for color-deficient observers rendered by three of these singular spectra, two reported previously and one derived in this paper by maximization of the Rösch–MacAdam color solid. It was found that all illuminants tested enhance discriminability for deuteranomalous observers, but their impact on other congenital deficiencies was variable. The best illuminant was the one derived here, as it was clearly advantageous for the two red–green anomalies and for tritanopes and almost neutral for red–green dichromats. We conclude that three-band spectra with high-color-discrimination capability for normal observers do not necessarily produce comparable enhancements for color-deficient observers, but suitable spectral optimization clearly enhances the vision of the color deficient.

Nuevas perspectivas y paradigmas de las políticas públicas sociales en tiempos de crisis

El artículo analiza el impacto de la crisis múltiple actual del Estado de Bienestar en las políticas públicas sociales, en un contexto de sociedades plurales y complejas, haciendo hincapié en las diversas clases y características de las mismas, así como en una serie de propuestas y soluciones alternativas.

Color representation and interpretation of special effect coatings

A representation of the color gamut of special effect coatings is proposed and shown for six different samples, whose colors were calculated from spectral bidirectional reflectance distribution function (BRDF) measurements at different geometries. The most important characteristic of the proposed representation is that it allows a straightforward understanding of the color shift to be done both in terms of conventional irradiation and viewing angles and in terms of flake-based parameters. A different line was proposed to assess the color shift of special effect coatings on a*,b*-diagrams: the absorption line. Similar to interference and aspecular lines (constant aspecular and irradiation angles, respectively), an absorption line is the locus of calculated color coordinates from measurement geometries with a fixed bistatic angle. The advantages of using the absorption lines to characterize the contributions to the spectral BRDF of the scattering at the absorption pigments and the reflection at interference pigments for different geometries are shown.

Measuring color differences in automotive samples with lightness flop: a test of the AUDI2000 color-difference formula

From a set of gonioapparent automotive samples from different manufacturers we selected 28 low-chroma color pairs with relatively small color differences predominantly in lightness. These color pairs were visually assessed with a gray scale at six different viewing angles by a panel of 10 observers. Using the Standardized Residual Sum of Squares (STRESS) index, the results of our visual experiment were tested against predictions made by 12 modern color-difference formulas. From a weighted STRESS index accounting for the uncertainty in visual assessments, the best prediction of our whole experiment was achieved using AUDI2000, CAM02-SCD, CAM02-UCS and OSA-GP-Euclidean color-difference formulas, which were no statistically significant different among them. A two-step optimization of the original AUDI2000 color-difference formula resulted in a modified AUDI2000 formula which performed both, significantly better than the original formula and below the experimental inter-observer variability. Nevertheless the proposal of a new revised AUDI2000 color-difference formula requires additional experimental data.

Preparation, characterisation and testing of CuO/Ce0.8Zr0.2O2 catalysts for NO oxidation to NO2 and mild temperature diesel soot combustion

CuO/ceria-zirconia catalysts have been prepared, deeply characterised (N2 adsorption–desorption isotherms at −196 °C, XRD, Raman spectroscopy, XPS, TEM and H2-TPR) and tested for NO oxidation to NO2 in TPR conditions, and for soot combustion at mild temperature (400 °C) in a NOx/O2 stream. The behaviour has been compared to that of a reference Pt/alumina commercial catalyst. The ceria-zirconia support was prepared by the co-precipitation method, and different amounts of copper (0.5, 1, 2, 4 and 6 wt%) were loaded by incipient wetness impregnation. The results revealed that copper is well-dispersed onto the ceria-zirconia support for the catalysts with low copper loading and CuO particles were only identified by XRD in samples with 4 and 6% of copper. A very low loading of copper increases significantly the activity for the NO oxidation to NO2 with regard to the ceria-zirconia support and an optimum was found for a 4% CuO/ceria-zirconia composition, showing a very high activity (54% at 348 °C). The soot combustion rate at 400 °C obtained with the 2% CuO/ceria-zirconia catalyst is slightly lower to that of 1% Pt/alumina in terms of mass of catalyst but higher in terms of price of catalyst.

Influence of thymol and silver nanoparticles on the degradation of poly(lactic acid) based nanocomposites: thermal and morphological properties

Biopolymers, such as poly(lactic acid) (PLA), have been proposed as environmentally-friendly alternatives in applications such as food packaging. In this work, silver nanoparticles and thymol were used as active additives in PLA matrices, combining the antibacterial activity of silver with the antioxidant performance of thymol. The combined action of both additives influenced PLA thermal degradation in ternary systems. DSC results showed that the addition of thymol resulted in a clear decrease of the glass transition temperature (Tg) of PLA, suggesting its plasticizing effect in PLA matrices. Slight modifications in mechanical properties of dog-bone bars were also observed after the addition of the active components, especially in the elastic modulus. FESEM analyses showed the good distribution of active additives through the PLA matrix, obtaining homogenous surfaces and highlighting the presence of silver nanoparticles successfully embedded into the bulk matrix. Degradation of these PLA-based nanocomposites with thymol and silver nanoparticles in composting conditions indicated that the inherent biodegradable character of this biopolymer was improved after this modification. The obtained nanocomposites showed suitable properties to be used as biodegradable active-food packaging systems with antioxidant and antimicrobial effects.

Characterization of Poly(ε-caprolactone)-Based Nanocomposites Containing Hydroxytyrosol for Active Food Packaging

Antioxidant nano-biocomposites based on poly(ε-caprolactone) (PCL) were prepared by incorporating hydroxytyrosol (HT) and a commercial montmorillonite, Cloisite®30B (C30B), at different concentrations. A full structural, thermal, mechanical and functional characterization of the developed nano-biocomposites was carried out. The presence of the nanoclay and HT increased PCL crystallinity, whereas some decrease in thermal stability was observed. TEM analyses corroborated the good dispersion of C30B into the PCL macromolecular structure as already asserted by XRD tests, since no large aggregates were observed. A reduction in oxygen permeability and increase in elastic modulus were obtained for films containing the nanoclay. Finally, the presence of the nanoclay produced a decrease in the HT release from films due to some interaction between HT and C30B. Results proved that these nano-biocomposites can be an interesting and environmentally-friendly alternative for active food packaging applications with antioxidant performance.

La desigualdad política ante la crisis del Estado social

El texto parte de la fuerte conexión entre Estado social fuerte y las políticas públicas activas de distribución y equilibrio de la riqueza. Desde esta premisa se describen algunos escenarios en los que las desigualdades estructurales impiden el desarrollo de políticas públicas activas. De manera específica se alude a determinados datos relativos a America Latina. Estos datos se presentan como contrapunto al contexto europeo. Por último, se incide en el papel de las clases medias como destinatarias de las nuevas políticas públicas necesarias para dar un nuevo sentido al estado social del siglo XXI.