24 resultados para emotional branding

em Consorci de Serveis Universitaris de Catalunya (CSUC), Spain


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La necesidad de descodificar los significados inherentes al paisaje, la interactuación sociedadpaisaje (comunicación intra e interpersonal) y, más recientemente, los usos de paisaje a modo de aparador territorial mediático en el ámbito, por ejemplo, de la comunicación publicitaria, del citymarketing o del place branding (comunicación masiva), sirven para plantear el estudio de lo que, de algún modo, representa la persuasión del paisaje, la cual incluye claros tintes emocionales y simbólicos y, por tanto, también comunicacionales. El paisaje en su condición de imagen y/o rostro del territorio acumula la esencia del mensaje implícito en el espacio, posicionándose, de este modo, como la gran metáfora comunicativa de la ciudad. En este sentido, el trabajo de comunicación específico con el intangible paisajístico, unido a la reciente explosión de las denominadas geografías emocionales, plantea una teoría del mensaje territorial basada en la unión de las variables geografía, paisaje, emoción y comunicación. Históricamente, de los estudios de paisaje se han ocupado los geógrafos, arquitectos, historiadores, sociólogos o ambientólogos, entre muchos otros, sin embargo, el paisaje se ha mantenido poco explorado desde la perspectiva de la comunicación. En este sentido, es notoria la proliferación de análisis que ponen el acento en el papel que desarrolla el territorio como mediador de procesos de comunicación o en el estudio de procesos de retroalimentación entre la sociedad y sus espacios (cognición y/o percepción). El actual mercadeo identitario con los lugares se concreta en la creciente producción de marcas territoriales, las cuales acumulan, en los últimos tiempos, un importante protagonismo.

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The need to decode landscape meanings, the society- landscape interaction (intra- and inter-personal communication) and, more recently, the uses of landscape as a territorial sight linked to advertising communication, citymarketing or place branding (mass communication) highlights the study of landscape persuasion, which includes clear emotional, symbolic and, therefore, communicative aspects. The landscape, as a territory image or face, gathers the essence of the implicit message in the space, thus working as a great metaphor for city communication. Regarding the foregoing, specific communication research with intangible landscapes —together with the recent emergence of emotional geographies— suggests a new territorial message theory based on the union of geographical, landscape, emotional and communicational variables. Landscape has historically been studied by geographers, architects, historians or sociologists, among others researchers, but it has not been analysed from communicational viewpoints. In this sense, the proliferation of analyses highlighting the role played by the territory as a communication mediator in the interaction process between society and its spaces (cognition and/or perception) is also remarkable. Current sales of territorial identities lead to increases in the production of territory brands, which have gathered a noticeable relevance within the last years.

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El projecte estudia la influència de la família en el procés de creació d’una marca cooperativa (branding) d’una empresa familiar turística, així com en l’activitat empresarial que desenvolupa. Aquest es centra en el Grup Mas de Torrent

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Emotions are crucial for user's decision making in recommendation processes. We first introduce ambient recommender systems, which arise from the analysis of new trends on the exploitation of the emotional context in the next generation of recommender systems. We then explain some results of these new trends in real-world applications through the smart prediction assistant (SPA) platform in an intelligent learning guide with more than three million users. While most approaches to recommending have focused on algorithm performance. SPA makes recommendations to users on the basis of emotional information acquired in an incremental way. This article provides a cross-disciplinary perspective to achieve this goal in such recommender systems through a SPA platform. The methodology applied in SPA is the result of a bunch of technology transfer projects for large real-world rccommender systems

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Report for the scientific sojourn carried out at the University Medical Center, Swiss, from 2010 to 2012. Abundant evidence suggests that negative emotional stimuli are prioritized in the perceptual systems, eliciting enhanced neural responses in early sensory regions as compared with neutral information. This facilitated detection is generally paralleled by larger neural responses in early sensory areas, relative to the processing of neutral information. In this sense, the amygdala and other limbic regions, such as the orbitofrontal cortex, may play a critical role by sending modulatory projections onto the sensory cortices via direct or indirect feedback.The present project aimed at investigating two important issues regarding these mechanisms of emotional attention, by means of functional magnetic resonance imaging. In Study I, we examined the modulatory effects of visual emotion signals on the processing of task-irrelevant visual, auditory, and somatosensory input, that is, the intramodal and crossmodal effects of emotional attention. We observed that brain responses to auditory and tactile stimulation were enhanced during the processing of visual emotional stimuli, as compared to neutral, in bilateral primary auditory and somatosensory cortices, respectively. However, brain responses to visual task-irrelevant stimulation were diminished in left primary and secondary visual cortices in the same conditions. The results also suggested the existence of a multimodal network associated with emotional attention, presumably involving mediofrontal, temporal and orbitofrontal regions Finally, Study II examined the different brain responses along the low-level visual pathways and limbic regions, as a function of the number of retinal spikes during visual emotional processing. The experiment used stimuli resulting from an algorithm that simulates how the visual system perceives a visual input after a given number of retinal spikes. The results validated the visual model in human subjects and suggested differential emotional responses in the amygdala and visual regions as a function of spike-levels. A list of publications resulting from work in the host laboratory is included in the report.

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Report for the scientific sojourn carried out at the University Medical Center, Swiss, from 2010 to 2012. Abundant evidence suggests that negative emotional stimuli are prioritized in the perceptual systems, eliciting enhanced neural responses in early sensory regions as compared with neutral information. This facilitated detection is generally paralleled by larger neural responses in early sensory areas, relative to the processing of neutral information. In this sense, the amygdala and other limbic regions, such as the orbitofrontal cortex, may play a critical role by sending modulatory projections onto the sensory cortices via direct or indirect feedback.The present project aimed at investigating two important issues regarding these mechanisms of emotional attention, by means of functional magnetic resonance imaging. In Study I, we examined the modulatory effects of visual emotion signals on the processing of task-irrelevant visual, auditory, and somatosensory input, that is, the intramodal and crossmodal effects of emotional attention. We observed that brain responses to auditory and tactile stimulation were enhanced during the processing of visual emotional stimuli, as compared to neutral, in bilateral primary auditory and somatosensory cortices, respectively. However, brain responses to visual task-irrelevant stimulation were diminished in left primary and secondary visual cortices in the same conditions. The results also suggested the existence of a multimodal network associated with emotional attention, presumably involving mediofrontal, temporal and orbitofrontal regions Finally, Study II examined the different brain responses along the low-level visual pathways and limbic regions, as a function of the number of retinal spikes during visual emotional processing. The experiment used stimuli resulting from an algorithm that simulates how the visual system perceives a visual input after a given number of retinal spikes. The results validated the visual model in human subjects and suggested differential emotional responses in the amygdala and visual regions as a function of spike-levels. A list of publications resulting from work in the host laboratory is included in the report.

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We present a leverage theory of reputation building with co-branding. We showthat under certain conditions, co-branding that links unknown firms in a new sectorwith established firms in a mature sector allows the unknown firms to signal a highproduct quality and establish their own reputation. We compare this situationwith a benchmark in which both sectors are new and firms signal their qualityonly with prices. We investigate how this comparison is affected by the nature ofthe technology linking the two sectors and a cross-sector inference problem thatconsumers might face in identifying the true cause of product failure. We find thatco-branding facilitates the process in which a Þrm in the new sector to signal itsproduct quality only if the co-branding sectors produce complementary inputs andconsumers face a cross-sector inference problem. We apply our insight to economicsof superstars, multinational firms and co-authorship.

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El propòsit d’aquesta recerca és el de dur a terme una exploració sobre la creació i el disseny estratègic d’una experiència de marca a través d’Instagram, entesa com una eina de branding en el paradigma de la nova comunicació. En segon terme, la investigació vol descobrir si les característiques i factors personals dels usuaris d’Instagram determinen la seva predisposició a participar en experiències de marca. La hipòtesi es confirma en les característiques estudiades (una elevada ràtio de fotografies compartides i una alta freqüència d’ús de l’aplicació).

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The aim of this study was to assess the usefulness of virtual environments representing situations that are emotionally significant to subjects with eating disorders (ED). These environments may be applied with both evaluative and therapeutic aims and in simulation procedures to carry out a range of experimental studies. This paper is part of a wider research project analyzing the influence of the situation to which subjects are exposed on their performance on body image estimation tasks. Thirty female patients with eating disorders were exposed to six virtual environments: a living-room (neutral situation), a kitchen with highcalorie food, a kitchen with low-calorie food, a restaurant with high-calorie food, a restaurant with low-calorie food, and a swimming-pool. After exposure to each environment the STAI-S (a measurement of state anxiety) and the CDB (a measurement of depression) were administered to all subjects. The results show that virtual reality instruments are particularly useful for simulating everyday situations that may provoke emotional reactions such as anxiety and depression, in patients with ED. Virtual environments in which subjects are obliged to ingest high-calorie food provoke the highest levels of state anxiety and depression.

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Within the context of rising competition between territories, identity has become the most important element of recognition, differentiation and commodification in the communicative process within which cities, regions and countries position themselves. Geographical spaces thus compete in terms of this identity, which is then subjected to fierce comparison and competition (Nogué, 1999; Anholt, 2007a). The territorial brand thus entails the reinvention of places through a process of brand construction (branding) based on the promotion of the individual and collective identities of geographical spaces; these identities, in turn, are imbued with the intangible factors associated with their respective territorial identities.

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Alzheimer's disease is the most prevalent form of progressive degenerative dementia; it has a high socio-economic impact in Western countries. Therefore it is one of the most active research areas today. Alzheimer's is sometimes diagnosed by excluding other dementias, and definitive confirmation is only obtained through a post-mortem study of the brain tissue of the patient. The work presented here is part of a larger study that aims to identify novel technologies and biomarkers for early Alzheimer's disease detection, and it focuses on evaluating the suitability of a new approach for early diagnosis of Alzheimer’s disease by non-invasive methods. The purpose is to examine, in a pilot study, the potential of applying Machine Learning algorithms to speech features obtained from suspected Alzheimer sufferers in order help diagnose this disease and determine its degree of severity. Two human capabilities relevant in communication have been analyzed for feature selection: Spontaneous Speech and Emotional Response. The experimental results obtained were very satisfactory and promising for the early diagnosis and classification of Alzheimer’s disease patients.

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Using combined emotional stimuli, combining photos of faces and recording of voices, we investigated the neural dynamics of emotional judgment using scalp EEG recordings. Stimuli could be either combioned in a congruent, or a non-congruent way.. As many evidences show the major role of alpha in emotional processing, the alpha band was subjected to be analyzed. Analysis was performed by computing the synchronization of the EEGs and the conditions congruent vs. non-congruent were compared using statistical tools. The obtained results demonstrate that scalp EEG ccould be used as a tool to investigate the neural dynamics of emotional valence and discriminate various emotions (angry, happy and neutral stimuli).

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In the last 15 years, a new psychological construct has emerged in the field of psychology: Emotional Intelligence. Some models of Emotional Intelligence bear ressemblence with aspects of one of the core constructs of Adlerian Psychology: Social Interest. The authors investigated, if both constructs are also empirically related and which is their capacity to predict psychiatric symptoms and antisocial behavior. Results indicate that Social Interest and Emotional Intelligence are empirically different constructs; Social Interest was negatively correlated to aspects of antisocial attitudes (but not to antisocial behavior). Social Interest also failed to predict symptoms of psychological distress. Emotional Intelligence, in change, was a better predictor for mental problems than Social Interest. The results are discussed in view of the validity of Social Interest measurement.

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Many concepts have been developed to describe the convergence of media, languages, and formats in contemporary media systems. This article is a theoretical reflection on “transmedia storytelling” from a perspective that integrates semiotics and narratology in the context of media studies. After dealing with the conceptual chaos around transmedia storytelling, the article analyzes how these new multimodal narrative structures create different implicit consumers and construct a narrative world. The analysis includes a description of the multimedia textual structure created around the Fox television series 24. Finally, the article analyzes transmedia storytelling from the perspective of a semiotics of branding.

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This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of generative and interpretive semiotics. The paper holds that the iconic and linguistic enunciations are secondary with respect to interaction. In digital media interaction — the interactive experience that the Internet user lives — is a fundamental component of the hypermedia cocktail and occupies a central position in the brand building process. The article concludes with some of the questions and special characteristics raised by so-called eBranding.