Search results for "Media campaign"
showing 4 items of 4 documents
Which is the best communication strategy, based on anti-tobacco ads, to impress teenagers? A multicenter cross-sectional study
2020
Background. Well-planned mass-media campaigns can increase health literacy and raise awareness about the consequences of tobacco use. This study aims to evaluate the emotions and opinions of adolescents about several anti-tobacco spots delivered by the mass media over the world. Study design. Cross-sectional study. Methods. The study was conducted in Italy in 2016–2017 among students aged 13–17 years. Students expressed their emotions and opinions about seven anti-tobacco spots from all over the world on different topics and styles. Results. 499 students attended. The video “Sponge” was found to be the most impressive (30.2%) and what they would have chosen if they had been responsible for …
Celebrities, violencia de género y derechos de las mujeres: ¿hacia una transformación del marco de reconocimiento?
2016
espanolIntroduccion. Ante los limites que presenta el actual marco de reconocimiento de la violencia de genero, el presente trabajo analiza las posibilidades que abre la accion de celebrities en la transformacion de este marco y en relacion a la lucha por los derechos de las mujeres. Para ello proponemos el concepto de ethical witnessing. Metodologia. Se propone un modelo de analisis a traves de la operacionalizacion de dicho concepto para el estudio de practicas representacionales que puedan desestabilizar los actuales parametros de representacion en aras de la resignificacion del sujeto-victima de la violencia. Las cuatro dimensiones de analisis son: el tipo de relacion que se genera entr…
El editorial como generador de campañas de agitación: intervención social de ABC y La Razón ante Educación para la Ciudadanía
2010
This paper analyzes which has been the role played by the newspapers ABC and La Razón in the public debate that preceded the introduction in Spain of the subject Education for Citizenship in 2007. This research, which considers the newspapers as political actors, tries to verify whether the editorial article is used as an essential discourse with which to construct media campaigns along a particular period. Likewise, this study examines the most relevant rhetorical and stylistic characteristics of these discourses to try to conclude what aim has guided the action of both newspapers during the conflict. The analysis shows that the fallacious argumentation and the agitator temper prevailed in…
Segmentation, involvement and the reach-engagementrelationship: evidence from a QR code advertising campaign
2013
This paper presents a procedure that practitioners must follow before assessing the reach-‐engagement relationship in a “pull” campaign. It is suggested to check for the independence between this relationship and that between segmentation and product involvement. If the two relationships are independent, then segmentation becomes less relevant when assessing the reach-‐engagement relationship. Otherwise, an unobservable segmentation variable must be accounted for in the reach-‐engagement relationship. These aspects of segmentation are never mentioned in the extant literature, which treats segmentation in “pull” campaigns the same way in which targeting is designed in “push” campaigns. Th…