La evolución de la publicidad en el siglo XX: ¿El paso de una publicidad racional a una publicidad emotiva?

El present treball d’investigació reflexionarà sobre els canvis i l’evolució de la publicitat al llarg del segle XX. Per això, partirem des del punt d’inflexió que va suposar un dels millors anuncis gràfics de la història i possiblement, el que s’ha considerat l’anunci gràfic d’automòbil més important: Think Small. D’aquest punt repassarem i compararem les teories, els testimonis i les obres dels més importants redactors publicitaris dels últims 100 anys. (Des de Bernbach, Ogilvy, Reeves, Rubicam, Burnett fins a Moliné, Lorente, Bassat i Segarra). Afrontarem la dicotomia històrica entre aquells teòrics que van defensar la publicitat racional i la tipologia d’anuncis de caire informatiu enfront aquells que es basaren en el dramatisme i els anuncis emocionals en un prisma diagonal del qual esdevindran alguns dels conceptes, tècniques i teories claus que conformen la història de la publicitat: USP, AIDA, Imatge de marca, Posicionament, Copy Platform, Anunci Natural, etc. Es prestarà una especial atenció a algunes de les obres mestres de la publicitat en els últims temps, com les campanyes: ¿Te gusta conducir? o Be Water My Friend, ambdues de BMW, així com un específic repàs a les tendències de l’agència de publicitat DDB i les seves campanyes d’Audi i Volkswagen per desentranyar les influències de la coneguda com a Revolució Creativa que encara persisteixen en les seves obres. Farem èmfasi en l’aparició de la Televisió i posteriorment, del fenomen Internet i altres canvis que s’han produït en la tècnica, la producció i el muntatge. Tot això, finalment, respondrà a la pregunta: Ha existit el canvi d’una publicitat racional a una publicitat emotiva?

Intra-Party Democracy and middle-level elites in Spain

The gradual implementation of new, more participatory and thus, more democratic mechanisms of intra-party decision-making has been pointed out by several party politics scholars. This phenomenon has been studied as the party elite’s reactions to a widespread trend in Western countries: the party membership decline. Spain is still a deviant case in both the party membership decline trend, and with regards to the introduction of more participatory and democratic decision-making mechanisms. However, the paper point out that support for intra-party democracy is quite widespread within Spanish party middle elites (party delegates). That is why the aim of this paper is to explain which factors are underpinning the supports for intra-party democracy amongst Spanish party delegates. After conducting a multivariate analysis, the results show that ideology, the involvement in intra-party experiences and the degree of pragmatism, amongst others, are factors strongly associated with the support for intraparty democracy in Spanish party middle elites.

Discursos de gènere, nacionalisme i respostes col•lectives de les dones a Catalunya i Irlanda

El projecte realitzat se situa en el marc de la història contemporània, i s’ha centrat en primer lloc, en l’anàlisi, des d’una perspectiva comparativa, del desenvolupament dels discursos de gènere a Catalunya durant la Dictadura Franquista i a la Irlanda postcolonial. Mitjançant l’anàlisi del discurs, s’han estudiat els models de feminitat imposats pel Franquisme i les seves bases ideològiques com són el valors catòlics i l’antindividualisme. En el cas irlandès, s’ha analitzat com, a través de determinades institucions gestionades per l’Església Catòlica, es controlaven aquelles dones que es desviaven del model de gènere que propugnava l’Estat Irlandès, molt similar al proposat pel Franquisme i també basat en els catolicisme. De la mateix manera, s’ha estudiat com el feminisme Català i irlandès dels anys 1970 i 1980 van contrarestar aquests models de gènere imposats, a través de l’anàlisi d’un conjunt d’expressions culturals produïdes per ambdós moviments feministes. La perspectiva comparativa del projecte ha permès: El coneixement dels mecanismes culturals de repressió de les dones així com la seva institucionalització. Revelant els paral•lelismes pel que fa a les polítiques de gènere entre els dos casos estudiats malgrat diferències significatives entre els dos contextos (Catalunya es troba sota una dictadura, Irlanda és un Estat democràtic). La importància de l’agència de les dones i les seves diverses estratègies de resistència, especialment a través d’expressions culturals més efímeres o considerades frívoles que, malgrat el poc reconeixement que han obtingut, són molt eficaces en la deconstrucció de discursos de gènere repressius envers les dones. Ha posat de manifest, també, la importància de l’experiència i les pràctiques personals i íntimes com a pràctiques de resistència. Així mateix, ha visibilitzat les dinàmiques pròpies de moviments feministes.

A portrait of the Spanish accounting community

This study presents a portrait of the Spanish academic accountingcommunity in 1995, based upon a questionnaire circulated to Spanishaccounting academics in 1995 and upon an analysis of authorship andcitations in the main Spanish accounting journals. The approach tothese analyses is grounded in similar studies which have been carriedout in the United States, Spain and elsewhere. but the combination oftechniques used in this study is particularly broad in range.The results of the study are used to describe a range ofcharacteristics of Spanish accounting academics, for example,publications records and length of academic experience. The analysisof publications produces a ranking by institutional affiliation ofthe most significant contributors to current debates on accounting.Citation analysis is used to identify the range and extent ofinternational influences upon the Spanish academic accountingcommunity, and to provide an additional ranking by institutionalaffiliation of the most frequently cited sources A significantfinding was that the nature and extent of international influence hadchanged very little over the ten year period since Spain entered theEuropean Union and started to implement European Directives.Perceptions of journal quality were elicited by questionnaire. Fortyfive journals, Spanish and international are included in a listranked for perceived importance as outlets for publication. and assources of support for teaching and research. The results of thisexercise show that Spanish journals were ranked low relative tojournals published in the United Kingdom and United States.Finally the study examines the extent of purpose upon Spanishaccounting academies to publish, by presenting results of a questionabout criteria for promotion, and also by examining and increasingtendency to publish co-authored work.

Betting on Hitler: The value of political connections in Nazi Germany

This paper examines the value of connections between German industry andthe Nazi movement in early 1933. Drawing on previously unused contemporarysources about management and supervisory board composition and stock returns,we find that one out of seven firms, and a large proportion of the biggest companies,had substantive links with the National Socialist German Workers Party. Firmssupporting the Nazi movement experienced unusually high returns, outperformingunconnected ones by 5% to 8% between January and March 1933. These resultsare not driven by sectoral composition and are robust to alternative estimatorsand definitions of affiliation.

El rol del paciente experto en el tratamiento de las adicciones: una propuesta para paliar las altas tasas de abandono prematuro en comunidades terapéuticas

El objetivo de este estudio recae en cómo y de qué forma el ex adicto a sustancias alteradoras del ánimo (E-ASAA), cursando por el estadio de mantenimiento, puede ejercer el rol de asesor y promotor de salud, como “Paciente Experto”, conjuntamente con los profesionales especializados en drogodependencias. Paralelamente este “cómo y de qué forma” viene a dar respuesta a una necesidad existente en las Comunidades Terapéuticas, a saber, reducir las Altas Voluntarias (AV) de los residentes recién incorporados y tras su Alta Terapéutica (AT). Sin embargo, se requiere de una investigación de tipo cualitativo para determinar los factores desencadenantes que inducen a esta prevalencia de AV y recaídas post-AT. Los resultados extraídos de la investigación a informantes clave muestran como existe un deficitario asesoramiento pre-entrada y acompañamiento post-AT. El E-ASAA, debidamente formado, podría dar respuesta a estas demandas asistenciales, mejorando así la completa reinserción de los usuarios de CCTT. La Propuesta del Proyecto “Mi amigo de Comunidad” integra este conocimiento aportando soluciones.

The profile of general practitioners (GPs) who publish in selected family practice journals

Background: Providing support for research is one of the key issues in the ongoing attempts to improve Primary Care. However, when patient care takes up a significant part of a GP's time, conducting research is difficult. In this study we examine the working conditions and profile of GPs who publish in three leading medical journals and propose possible remedial policy actions. Findings: The authors of all articles published in 2006 and 2007 in three international Family Medicine journals - Annals of Family Medicine, Family Practice, and Journal of Family Practice - were contacted by E-mail. They were asked to complete a questionnaire investigating the following variables: availability of specific time for research, time devoted to research, number of patients attended, and university affiliation. Only GPs were included in the study. Three hundred and ten relevant articles published between 2006 and 2007 were identified and the authors contacted using a survey tool. 124 researchers responded to our questionnaire; 45% of respondents who were not GPs were excluded. On average GPs spent 2.52 days per week and 6.9 hours per day on patient care, seeing 45 patients per week. Seventy-five per cent of GPs had specific time assigned to research, on average 13 hours per week; 79% were affiliated to a university and 69% held teaching positions. Conclusions: Most GPs who publish original articles in leading journals have time specifically assigned to research as part of their normal working schedule. They see a relatively small number of patients. Improving the working conditions of family physicians who intend to investigate is likely to lead to better research results.

El primer liberalismo y las pautas de resistencia tradicional en Lleida (1833-1868)

Lleida, una ciudad media de España en el XIX que tiene como particularidad ser una capital de provincia con una economía tradicional a medio camino entre las actividades del campo y las incipientes urbanas, es nuestro marco de estudio para analizar el comportamiento de los grupos sociales de su comunidad ante los cambios políticos operados en España durante el siglo XIX para consolidar el liberalismo como sistema de gobierno. Las fuentes consultadas fueron los archivos locales mediante el contraste de los censos de población, sus rentas y la lista de políticos y milicianos implicados en el proceso político para establecer pautas y analogías entre ellos según su filiación política. Con estas pautas nos acercamos a la sociología de su población y sus concreciones políticas durante este período. De esta manera, descubrimos los mecanismos de resistencia del grupo dominante del antiguo régimen para mantener el poder y las tácticas de los liberales para conseguir desbancarlos y conseguir mayor representación política en el municipio. La conclusión de este estudio es que mediante el acomodo de los grupos privilegiados del antiguo régimen al liberalismo moderado, estos consiguieron su espacio político en la comunidad para mantener la mayor parte del tiempo su cuota de poder, mientras que los liberales, mediante su identificación al progresismo, tenían enormes dificultades para conseguir el control y poner en práctica su proyecto político.

Las emociones como variables relacionadas con el cambio de hábitos de salud en familiares y amigos próximos de enfermos de cáncer

Study of the changes in health habits of 105 cancer patients’ relatives and close friends after the diagnosis. The aim is to try to verify whether the knowledge of the disease has got some impact in the modification of their life styles. The emotional alterations influence in this change of behaviour has been analysed futhermore. An interview of own creation and HADS (Anxiety Hospital and Depression Scale of Zigmond and Snaith, 1983) instrument, in a Spanish and a Catalan version, were used with this aim. The results show that 21.1% of the participants presented positive changes in their health habits after the diagnosis of the relative or close friend and 11.5% showed negative changes. In relation to the role of the emotions, averages of anxiety (14,33; d.t.=4,98) and depressive (10,17; d.t.=4,93) symptoms were higher in those subjects who made negative changes than in those who did not make any change (9,32; d.t.=5,37 and 6,33; d.t.=4,64). In addition, the youngest participants, with more depressive symptoms and who visit the subject more often, are those who become more assets modifying health habits. The results suggest that emotional alterations, mainly depressive symptoms, are associated with negative change and, therefore, it would be suitable to lend some type of attention to these alterations in the population studied with the purpose of improving their present and future health

A propòsit d'una cançó popular recollida per Jacint Verdaguer i enviada al seu amic Marià Aguiló

«Comiat de Vic» forma part del recull de cançons populars que Jacint Verdaguer va enviar al seu amic i erudit mallorquí Marià Aguiló. La lletra de la cançó traça un itinerari a través de la ciutat que va fent menció dels edificis religiosos que es troben durant el trajecte. L’emoció acumulada i el dolor de la partença indiquen que probablement es tracta del comiat definitiu d’un condemnat a mort.

Theta EEG oscillatory activity and auditory change detection

The mismatch negativity is an electrophysiological marker of auditory change detection in the event-related brain potential and has been proposed to reflect an automatic comparison process between an incoming stimulus and the representation of prior items in a sequence. There is evidence for two main functional subcomponents comprising the MMN, generated by temporal and frontal brain areas, respectively. Using data obtained in an MMN paradigm, we performed time-frequency analysis to reveal the changes in oscillatory neural activity in the theta band. The results suggest that the frontal component of the MMN is brought about by an increase in theta power for the deviant trials and, possibly, by an additional contribution of theta phase alignment. By contrast, the temporal component of the MMN, best seen in recordings from mastoid electrodes, is generated by phase resetting of theta rhythm with no concomitant power modulation. Thus, frontal and temporal MMN components do not only differ with regard to their functional significance but also appear to be generated by distinct neurophysiological mechanisms.

Improved understanding of drought controls on seasonal variation in Mediterranean forest canopy CO2 and water fluxes through combined in situ measurements and ecosystem modelling

Water stress is a defining characteristic of Mediterranean ecosystems, and is likely to become more severe in the coming decades. Simulation models are key tools for making predictions, but our current understanding of how soil moisture controls ecosystem functioning is not sufficient to adequately constrain parameterisations. Canopy-scale flux data from four forest ecosystems with Mediterranean-type climates were used in order to analyse the physiological controls on carbon and water flues through the year. Significant non-stomatal limitations on photosynthesis were detected, along with lesser changes in the conductance-assimilation relationship. New model parameterisations were derived and implemented in two contrasting modelling approaches. The effectiveness of two models, one a dynamic global vegetation model ('ORCHIDEE'), and the other a forest growth model particularly developed for Mediterranean simulations ('GOTILWA+'), was assessed and modelled canopy responses to seasonal changes in soil moisture were analysed in comparison with in situ flux measurements. In contrast to commonly held assumptions, we find that changing the ratio of conductance to assimilation under natural, seasonally-developing, soil moisture stress is not sufficient to reproduce forest canopy CO2 and water fluxes. However, accurate predictions of both CO2 and water fluxes under all soil moisture levels encountered in the field are obtained if photosynthetic capacity is assumed to vary with soil moisture. This new parameterisation has important consequences for simulated responses of carbon and water fluxes to seasonal soil moisture stress, and should greatly improve our ability to anticipate future impacts of climate changes on the functioning of ecosystems in Mediterranean-type climates.