La percepción del product placement de marcas locales en las series de ficción regionales | Product placement perception of local brands in regional fictional series

Author(s):  
Sandra Martínez Costa ◽  
Antonio Sanjuán Pérez

Resumen Este artículo trata sobre la presencia de product placement en las series de ficción en Galicia y sobre la percepción del mismo por parte del consumidor. La hipótesis de partida para la investigación ha sido la de considerar que la cercanía del consumidor los productos comerciales de difusión comercial local o regional puede provocar un mayor reconocimiento de los mismos en el contexto audiovisual, así como un incremento en el índice de recuerdo de la marca. Para este análisis se ha estudiado la presencia de productos comerciales en la primera temporada de Padre Casares, serie televisiva de ficción gallega con difusión autonómica primero y nacional después. El estudio se ha hecho sobre la base de investigaciones previas relativas a la presencia de marcas locales en productos audiovisuales también locales o regionales.Palabras claveProduct placement; publicidad; local; series de ficción.Abstract This article deals with the use of product placement in Galician television series and the way consumers perceive it. The main hypothesis of this research work is the idea that consumers proximity to local or regional commercial products can make it easier for them to recognize these products in the audiovisual context and improve the recalling rate for those brands. For this analysis we have studied the presence of commercial products in the first season of Padre Casares, a Galician fictional television series which had a regional broadcasting at first and a national one later. This study has been made on the basis of previous research works regarding the presence of local brands in local and regional audiovisual products.KeywordsProduct placement; advertising; local; fictional series. Traducido por Esteban Otero Fervenza

Author(s):  
Erin Giannini

This article examines how the NBC show Heroes (Tailwind Productions/Universal Media Studioes, 2006-10) and its use of product placement across multiple platforms represented an early response by networks and advertisers to concerns over ad-skipping and alternate viewing platforms by attempting to reconfigure how brand flow operates across multiple platforms. Not only did the series employ ‘second shift aesthetics’ (Caldwell 2003, 135), which represents networks bringing viewer-users back to the programme by ‘further engag[ing] and activat[ing] the text’ (Caldwell 2004, 50), but the products integrated within the text are pulled into the available world of Heroes’ alternative platform’s textual world, particularly Nissan branded cars. As Henry Jenkins writes: ‘Old media are not being displaced. Rather, their framework and structure shifted by the introduction of new technology’ (2006, 3-4). How these products are used within Heroes' storylines and its interaction with characters and platform goes beyond simple placement to make the product another character within the show. Further, I examine the way in which Heroes, as a transmedia text, provided many points of entry for viewer-users to interact with it. While an analysis of fan activity is not the focus of this article, it is important to note these possibilities because of the ways in which the promotional apparatus of the network utilized these types of convergences for the series. Yet, in the case of Heroes, this was achieved by suturing new technological abilities of brand extension with an older model of ad- supported television (namely, the single-sponsorship model of early American television), both within the terrestrial television series and across multiple platforms. With the 2008 writers’ strike derailing narrative television for that season—leading to prematurely ended or truncated seasons, or outright cancellations—these transmedia elements became both contentious and useful on both the production and narrative level.


2010 ◽  
Vol 13 (2) ◽  
pp. 765-776 ◽  
Author(s):  
Cristina Cambra ◽  
Aurora Leal ◽  
Núria Silvestre

The understanding of a television story can be very different depending on the age of the viewer, their background knowledge, the content of the programme and the way in which they combine the information gathered from linguistic, audio and visual elements. This study explores the different ways of interpreting an audiovisual document considering that, due to a hearing impaired, visual, audio and linguistic information could be perceived very differently to the way it is by hearing people. The study involved the participation of 20 deaf and 20 hearing adolescents, aged 12 to 19 years who, after watching a fragment of a television series, were asked to draw a picture of what had happened in the story. The results show that the graphical representation of the film is similar for both groups in terms of the number of scenes, but there is greater profusion, in the deaf group, of details about the context and characters, and there are differences in their interpretations of some of the sequences in the story.


2017 ◽  
Vol 29 (1) ◽  
pp. 109-120 ◽  
Author(s):  
Sanja Bauk ◽  
Mimo Draskovic ◽  
Anke Schmeink

This paper considers some of the barriers in implementing the RFID (radio frequency identification) technology for identifying, locating, tracking and tracing goods in supply chains, along with a model for adopting cloud services that can mitigate these obstacles in the transitional environment. The analysis is based on the assessments of the implementation impediments, given by the experts in the field of logistics: university professors, assistants and entrepreneurs from three Western Balkan countries (Montenegro, Serbia, and Bosnia and Herzegovina). Since the professionals’ assessments are influenced by their experiences from the transitional economies, which are faced with limited abilities to invest in expensive business information systems, the main hypothesis is that moving the logistics into the cloud may resolve or at least alleviate the considered problems. On the basis of the available secondary literature resources on pros and cons of RFID implementation into supply chains, and the statistical analysis of the consciously completed questionnaires in the survey, the model for adopting cloud services for providing RFID-enabled goods and related activities in the considered economies is proposed at a logical level. The paper also gives some directions for further research work in this domain.


Author(s):  
Bridget Sweet

The chapter discusses the way popular understanding and misunderstanding of voice change is largely perpetuated by mainstream media. Portrayals of voice change distributed via music, television, and movies have contributed to a simulacrum of adolescent voice change, a situated reality not based in fact but accepted in pop culture. The generally embraced perception of voice change is that it is a time of humiliation, anxiety, turmoil, and dread. Voice change is not always pleasant, but students and music educators perceive and approach the experience with such angst and trepidation well before it begins that is rarely given the opportunity to be something positive or exciting. The chapter examines and distills episodes of The Brady Bunch, The Wonder Years, and The Goldbergs, popular television series that spanned a period of more than 40 years, each with an episode focused on the adolescent changing voice.


Author(s):  
A. K. VERMA ◽  
V. VIJAY VENU

The onset of deregulation in the electric power sector in the recent years has brought to the fore several pronounced issues related to reliability management, necessitating a revamping of the metrics. The element of markets and economic trading introduced in the operations of power systems has seen a paradigm shift even in the way customer-say is incorporated into the reliability apportioning. In order to better appreciate the sea-changes brought forward by deregulation, identification of areas of evolving reliability research in the regulated regime goes a long way in dealing with their deregulated counterparts. This paper caters to the view to provide a pointer to the significant issues that can profoundly impact the reliability studies in the liberalized environment. Emphasis in this paper is placed on a bilateral market structure, where all participants of competitive trading have mutually agreed upon pre-defined contracts to trade energy. With a view to improvise upon the existing nascent reliability network equivalent techniques, a realistic state space selection methodology, crucial to the contingency effects' evaluation is proposed, which makes a novel use of power flow tracing procedures. This research work is intended to pave the way for robust reliability models that take into account all the structural and consequent operational transmutations in power systems, yielding a concrete possibility of implementing non-uniform reliability as per the user requirements — a situation that was not feasible in the earlier regime.


2004 ◽  
Vol 9 (2) ◽  
pp. 86-97 ◽  
Author(s):  
Manos Savvakis ◽  
Manolis Tzanakis

The way the researcher enters the research field can constitute a privileged mode of observing the structure and qualities of the research field, particularly in qualitative sociological inquiries. In the process of the initial contact of the researcher with a social place, especially in those cases when his/her physical presence is required, the structural features of the place gradually manifest themselves. Quite often, a strictly ‘technical’ approach to research-work tends to overlook the potential usefulness of this phase. In this article, we will put forward the hypothesis that by investigating the way research participants observe the researcher, especially during the initial stage of interaction, we can gain useful knowledge regarding particular structural aspects of the research field.


2020 ◽  
Vol 8 (1) ◽  
pp. p39
Author(s):  
A. Vidovic

The aim of this paper is communication of modern trading business based on two-way communication between traders and customers. It is very important for buyers to have the opportunity to express themselves freely about the products or services that a particular trading company provides, and the buyers give suggestions on what should be improved. The objective of a modern trading company is to understand each client individually and use it to facilitate the decision making of customers to prefer to work with a particular company rather than with competition. Nothing provides loyalty better than excellent service. Merchandising as a form of communication seeks to influence all of its elements and knowledge to draw attention of the person-consumer in order to adopt and memorize the content communicated to him. The company, the supermarket, the hypermarket is able to define the strategies and policies of the merchandising elements, which will help build the image of the sales, as well as the way of presenting the products, resulting in the main hypothesis of work: Timely communication with consumers influences to a large extent final consumption decision.


2017 ◽  
Vol 2 (3) ◽  
Author(s):  
Jaime Walter Cañarte Ávila ◽  
Ned Quevedo Arnaiz ◽  
Nemis García Arias

Este trabajo investigativo tiene como objetivo determinar las etapas en la enseñanza y el aprendizaje del inglés para las carreras de corte técnico en la Universidad Estatal del Sur de Manabí, Ecuador. Para ello, se basa en el análisis histórico del proceso de enseñanza aprendizaje del inglés, y se analiza y sintetiza actividades en diferentes momentos evolutivos para caracterizar el tratamiento que se le ha brindado a la expresión oral. El mismo se ha dividido en tres períodos a partir de los indicadores establecidos hasta llegar a la tercera etapa comunicativa,  con  los  adelantos  tecnológicos  como  laboratorios  de  idiomas,  pantallas gigantes y proyectores, que modificaron la forma de enseñar y aprender   el inglés en la Universidad y que continúan desarrollando la expresión oral en inglés. Palabras Clave: aprendizaje del inglés, expresión oral, enfoque comunicativo The history of the English teaching and learning process in technical majors in  “Universidad Estatal del Sur de Manabí, Ecuador”   Abstract This research work aims at determining the stages of teaching and learning English for majors with technical functions in “Universidad Estatal del Sur de Manabí, Ecuador”. It is essentially based on the method of historical analysis, but the activities in the different evolutionary stages are analyzed and synthesized as well to characterize the treatment given to speaking. It has been divided into three periods taking into account the different aspects considered for the analysis up to the present third stage, the communicative stage, and 7 in which interaction has been communicative and the method was finally replaced by the communicative approach with technological improvements as labs, giant screens and projectors. These modifications have changed the way of teaching and learning English at the University and the way speaking in English is developed. Keywords: English learning, speaking, communicative approach  


Author(s):  
Sergio José Hernández Briceño

El presente artículo es elaborado con un enfoque investigativo, destinado al reconocimiento de las vivencias cotidianas y violentas que viven las mujeres de la comunidad La Picota; logrando de esta manera ampliar el enfoque preventivo ante la violencia basada en género. En el escrito será posible comprender parte del modo de vida en el contexto comunitario de investigación y las opiniones emitidas de viva voz por actoras claves para el estudio.Con el análisis de los elementos extraídos de las informantes claves y las perspectivas teóricas de la interseccionalidades de la violencia basada en género, fue posible ampliar la mirada hacia este fenómeno que viven las mujeres y la manera en que influyen los perfiles de las potenciales víctimas de esta violencia. Todo esto para generar una especie de diagnóstico que muestre donde incidir de forma oportuna para sensibilizar acerca de cambios necesarios en el comportamiento social; mismos que suelen justificar la constante violación de derecho hacia la mujer. De este modo se aportará a una cultura preventiva ante la violencia hacia la mujer, en contextos familiares y sociales. The present article is elaborated with a qualitative investigative approach, some destined to the recognition of the daily and violent experiences that the women of the La Picota community live in, located in the municipality of Chinandega - Nicaragua; thus, achieving broadening the preventive approach to gender-based violence. In the writing it was possible to understand part of the way of life in the community context of research and the opinions expressed out loud by key actors for the study; proceeding to relate the community perceptions, with the collective imagery and the theoretical precepts linked to the intersections of violence. The methodology used to develop the article was qualitative and responds to anthropological research methods, using interviews and observation sheets and techniques (direct and participant) in order to extract information and content to understand the social problems of violence. And its intersections. The ethnographic method was applicable in order to project the community dynamics where the study is carried out. The research work also emerges as part of the author's close experience towards the research context for 4 years as a facilitator of processes for social and community development, with a psychosocial focus. Part of the results obtained from community research showed that sociocultural patterns that violate rural women still persist, from various social, economic, ethnic, educational, age, disability, and geographical locations of their residences. This crossing of variables forces the actor's understudy to be subjected to multiple discriminations within and outside their communities. From these edges of the intersection, the interviewees were selected who responded to various age ranges, this in order to have a more global analysis of the way in which violence is experienced and exacerbated, from the relationship of the previously referenced elements. With the analysis of the elements extracted from the key informants and the theoretical perspectives of the intersectionality of gender-based violence, it was possible to broaden the gaze towards this phenomenon that women experience and the way in which the profiles of the potential victims of this violence are examined. All this to generate a kind of diagnosis that shows where to influence in a timely manner to raise awareness about necessary changes in social behavior; some that usually justify the constant violation of rights towards women. The current effects of the pandemic are taken into consideration and as this further aggravates, the experiences of various expressions of gender-based violence against women, some of the effects of the pandemic being constant exposure within their homes, because they are living with potential aggressors and outside their homes, where they are exposed to a virus contagion, while they carry out their corresponding commercial and popular activities. By broadening their behavior towards the current scenario and the way in which this context affects them, the contributions to a preventive culture of violence against women, in family and social contexts, will be timelier.


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