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Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Propiedad Inmaterial is the property of Universidad Externado de Colombia, Centro de Estudios de la Propriedad Intelectual and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Este artigo discute o papel que os registros de marca podem desempenhar no âmbito das relações entre os fãs e seus ídolos, enquanto instrumentos de proteção de expressões que são criadas, usadas e/ou difundidas nesse contexto, com foco nas fanbases de música, a partir de estudos de caso, análises de práticas de fandom e pesquisas em bases abertas de Propriedade Intelectual Embora a relação entre fandom e Propriedade Intelectual seja objeto de rica pesquisa e literatura na área dos Fan Studies, Comunicação Social e outras áreas correlacionadas, esse tema é mais frequentemente abordado sob a perspectiva dos direitos autorais, sobretudo com foco na produção de fanfiction e outras práticas de transformação de obras protegidas pela legislação de direitos autorais. Porém, pouco é explorado em relação a outra espécie do gênero Propriedade Intelectual, qual seja, a marca. Neste artigo, defendemos que algumas expressões usadas nos ambientes de fandom assumem contornos de marcas, nos termos da legislação de Propriedade Industrial, e nesse sentido, o registro de marca pode ser alternativa relevante para o uso desses ativos pelos artistas e titulares de direitos de propriedade intelectual, inclusive protegendo-os contra a exploração por terceiros estranhos à relação fã-ídolo.

El uso incidental y no autorizado de obras protegidas y marcas registradas en producciones audiovisuales es una práctica que no está resuelta legalmente. Este artículo analizará la viabilidad legal de esta práctica, abordando tensiones relacionadas con los riesgos del uso incidental de obras protegidas y marcas bajo las normas de la Comunidad Andina y experiencias internacionales. Se analizarán las bases interpretativas dispuestas por el Tribunal de Justicia de la Comunidad Andina sobre el uso incidental de obras pictóricas en obras audiovisuales, para analizar su aplicabilidad a todo tipo de imágenes visuales y a marcas en obras audiovisuales. Este estudio busca analizar el criterio incidental en obras audiovisuales para ofrecer un marco teórico aplicable a la industria audiovisual y dirigido a cineastas, productores audiovisuales, y abogados en derecho del entretenimiento.

Los ciudadanos de la Unión Europea muestran una clara preferencia por adquirir alimentos de proximidad, ya sea a través de la compra directa al productor, en mercados locales o en grandes superficies comerciales. Esta tendencia está estrechamente relacionada con la percepción de la calidad alimentaria, entendida en un sentido amplio, la cual abarca aspectos de seguridad, sostenibilidad y frescura. Sin embargo, la regulación de la proximidad alimentaria plantea importantes desafíos jurídicos, debido a la coexistencia de diversas definiciones legales y a la necesidad de distinguir este concepto de otras figuras jurídicas similares. En este contexto, el presente artículo tiene como objetivo examinar los instrumentos normativos que permiten proporcionar al consumidor información clara sobre la cercanía de los alimentos. A partir del análisis del Reglamento (UE) 1169/2011, relativo a la información alimentaria facilitada al consumidor, así como de la legislación marcaria, se identifican diversas herramientas jurídicas que permiten informar al consumidor sobre la proximidad alimentaria.

Nos últimos anos, as superstições e suas características setornaram uma ferramenta para as marcas atraírem consumidores para a compra de seus produtos. Esta pesquisa tem como objetivo analisar como as marcas utilizam conteúdos astrológicos em suas mídias digitais. Adotando um método qualitativo, foi utilizada análise de conteúdo em sites e páginas do Instagram de quatro marcas brasileiras (Risquè, Farm, Imaginarium, Skol Beats). Cinco categorias nortearam a análise, nas quais foram identificadas subcategorias, apresentadas como resultados: (1) Tipo de linguagem: “de humor” ou “mística”; (2) Abordagem da astrologia: “prognóstica” ou/e “personalidade”; (3) Conhecimento de astrologia: requer ou não conhecimento do consumidor; (4) Integração marca-produto-conteúdo: conteúdo astrológico “associado” ou “não” aos produtos; (5) Parcerias: “presença” ou “não” de parcerias com outras marcas relacionadas ao tema astrologia. Em geral, o tipo de conteúdo utilizado por essas marcas é interacional e menos informativo. Portanto, esta pesquisa responde à pergunta: As crenças supersticiosas são importantes para os apelos de marketing? Sim, são, especialmente no atual contexto de mercado. Esta pesquisa contribui para a literatura sobre superstição, ao explorar a astrologia no contexto do mercado, e para a literatura de marketing, ao estudar como as marcas utilizam a astrologia em suas mídias. Como implicações gerenciais, é importante que as marcas trabalhem a astrologia com conteúdo do tipo interacional, e menos informativo, uma vez que os consumidores interessados neste tema parecem já ter conhecimento prévio sobre o mesmo. Além disso, destacamos uma série de maneiras pelas quais as marcas podem trabalhar com o tema da astrologia.

Copyright of Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Papeles del CEIC is the property of Centro de Estudios sobra la Identidad Colectiva, Facultas de Ciencias Sociales and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This article addresses the insertion of ads in Netflix Spain, a streaming content platform pioneer in this model, with the aim of understanding how the Over The Top (OTT) broadcasting service enters the advertising market. The viewing of 205 ads, during the months of October, November and December 2023, has been able to understand how the platform has adapted to the traditional television model through advertising revenue. Through a content analysis methodology, taking into account the spots inserted in five Netflix original premiere series, it is concluded that the insertion of advertising on Netflix follows the traditional model of linear television; conditioned by the consumption calendar, as well as by the target of the series. In that sense, brands related to beauty and personal care are the most advertised on the platform, following the pattern of linear television advertising insertions. Netflix does not take advantage of the personalization characteristic of its catalog since there is no difference with respect to the viewer's gender. However, the basic ad plan does not congest the viewer, since the advertising interruption per chapter is minimal and is mainly at the beginning of the content, avoiding interrupting the audiovisual narration. Likewise, the average duration of the spots is between 5 and 20 seconds, moving away from the advertising saturation of traditional audiovisual media. [ABSTRACT FROM AUTHOR]

Copyright of Revista 180 is the property of Revista 180 and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

El artículo se inserta en el periodo de crecimiento global del mercado de aceite de oliva de marca y estudia cómo las empresas aceiteras andaluzas asumieron nuevas tendencias de comercialización creando marcas registradas que reforzaban el efecto del país de origen. Para ello, las empresas construyeron un social memory asset (SMA) en el que incluyeron hechos culturales, monumentos e ideas preconcebidas de cómo se percibía a España en el exterior, y a Andalucía dentro de España. El texto analiza los nombres y los diseños gráficos registrados para envases y etiquetas. En las conclusiones se destaca el uso de una SMA común por las principales empresas que contribuyó a su éxito exportador y cuyos elementos estaban consolidados en 1905. El artículo evidencia que las empresas aceiteras andaluzas estuvieron preparadas con antelación al auge exportador de los años veinte ya que tenían marcas orientadas a la exportación antes de 1910.

El futbol profesional en Europa es un escaparate publicitario global. La presente investigación tuvo como objetivo analizar la tipología y la proyección comunicativa de las marcas patrocinadoras oficiales de los clubes de la élite del fútbol profesional europeo. La investigación se llevó a cabo a través de un análisis de contenido sobre las marcas patrocinadoras de todos los clubes de primera división de las cinco ligas europeas con mayor valor de mercado en la temporada 2022/2023. En este análisis, se identificó especialmente al grupo de clubes que han formado parte de la Champions League. Es decir, la élite del fútbol profesional europeo. El patrocinio es una acción estratégica en sí misma que persigue la consecución de una serie de objetivos de comunicación para las marcas. Como conclusiones, se determinó que las marcas patrocinadoras de los clubes de la élite del fútbol europeo proceden mayoritariamente de Asia, Europa y América. Su actividad es global, son marcas multinacionales relacionadas con los sectores de la banca, las aerolíneas y la industria digital. Sus intereses de comunicación por intermedio del patrocinio tienen que ver con el posicionamiento, la visibilidad y la reputación internacional. Gran parte de estas marcas son empresas pantalla de sectores estratégicos gubernamentales que generan,

Investment in Naming Rights in sport has increased in Brazil, although the country is not among the main markets that grant brands the possibility of associating their names with arenas, clubs and competitions. This study seeks to understand how the "right to name" relates to sports sponsorship, and aims to contribute to the construction of a brazilian perspective that addresses this sponsorship action associated with Communication and Sport. To this end, through a literature review, exploratory research and in-depth interviews, it aims to determine the possible modalities of Naming Rights and their interrelationships with sports sponsorship. As a contribution to the research, a sponsorship diagram is proposed which situates Naming Rights as a brand promotion alternative for sponsors, and its adoption as a revenue increase for sports organizations. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos de Psicología del Deporte is the property of Cuadernos de Psicologia del Deporte and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Brazilian Business Law Journal / Administração de Empresas em Revista is the property of Administracao de Empresas em Revista and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

RESUMO: Este artigo sugere uma pesquisa sobre como campanhas publicitárias na internet dirigidas às crianças podem ser uma influência perceptível no consumo da infância contemporânea. Pretende-se também analisar as estratégias de marketing digital usadas nessas produções para motivar o consumismo junto ao público infantil, assim como o modo como as crianças são inseridas na lógica de mercado. Outro ponto pertinente é a fomentação do debate sobre a cultura infantil do consumo e sua importância na sociedade contemporânea. Tal investigação se deu por meio de uma pesquisa exploratória com ênfase qualitativa tendo como objeto de pesquisa a campanha de voltas às aulas 2015 da Tilibra, lançada no Facebook, chamada de Tilibra Selfie. PALAVRAS- CHAVE: Consumo; infância; marcas, marketing ABSTRACT: This article aims to suggest on how Internet advertising campaigns aimed at children can be a perceptible influence on the consumption of contemporary childhood. It is also intended to analyze the digital marketing strategies used in these productions to motivate consumerism with the children's audience, as well as the way children are inserted into the market logic. Another relevant point is the fostering of the debate about the culture of children of consumption and its importance in contemporary society. This research was carried out through an exploratory research with qualitative emphasis, having as object of research the Tilibra 2015 homework campaign, launched on Facebook called Tilibra Selfie. KEYWORDS: Consumption; childhood; brands; marketing.

Este trabajo analiza el conflicto legal generado entre los titulares de derechos marcarios y la prohibición del uso de signos distintivos consistentes en personajes, caricaturas o celebridades en productos que en sus etiquetas incluyan uno o más elementos del sistema de etiquetado frontal conforme al Reglamento de la Ley General de Salud en Materia de Publicidad. Se analizarán las posturas de los afectados por la referida norma, así como las razones del legislador para prohibir el uso de los referidos signos distintivos en aras del orden público y el interés social.

The exposure of minors on social media by influencer mothers and fathers is becoming an increasingly common practice, especially on Instagram. Sharenting (a combination of "share" and "parenting"), understood as the sharing of information and photos of children on social media, raises numerous ethical, legal, and advertising-related questions. The digital footprint of minors and its potential effects are intertwined with the practice of influencer parents who use their children's images to promote brands and products. The objective of this study is to contribute to the research on sharenting in connection with influencer marketing, specifically focusing on mothers and fathers who use their children to create advertising content. The study aims to verify the presence of brands targeting minors in their parents' posts, analyze the use of minors' rights to image and privacy by their parents, and determine whether it complies with legal spanish advertising regulations. The presence of minors and brands in a sample of 89 influencer mothers and fathers on Instagram is analyzed through content analysis (363 posts from August 20th to September 20th, 2023, and 295 stories). The results indicate an extremely high presence of minors in posts by influencer mothers and fathers, and they often serve as vehicles for brands (with 96.71% of mothers' posts featuring brands), although fewer than 15% of these are identified as advertisements. The conclusions highlight the misuse of minors' images and privacy on Instagram by their influencer parents for advertising purposes. [ABSTRACT FROM AUTHOR]

In Spain, approximately 75% of toy sales are concentrated at Christmas (Asociación Española de Fabricantes de Juguetes, 2022). Taking into account this data, it is inevitable to talk about the importance of the Three Wise Men. Every year, boys and girls write their letters with the illusion of waking up on January 6 with gifts in their living rooms. In this context, it is opportune to analyze these letters in order to know the nature of the children's requests in their letters to the Three Wise Men. For this reason, the present work offers a content analysis of 417 letters, both at the formal level and an analysis of the gifts requested. The main results of this research reveal that children include the brand of their favorite toys in almost 75% of the cases and their inclusion increases with the age of the children. Likewise, it is determined that not all requests are toys and it is analyzed how the weight of toys and non-toys varies according to the age and gender of the child in their letters. In addition, it is found that children do not only ask for gifts for themselves. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Imafronte. Revista de Historia del Arte is the property of Servicio de Publicaciones de la Universidad de Murcia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Contabilidad y Dirección is the property of ACCID and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Contabilidad y Dirección is the property of ACCID and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Comunicação Midiática is the property of Universidade Estadual Paulista, Faculdade de Arquitetura, Artes e Comunicacao and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Pretexto is the property of Revista Pretexto and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Educação Por Escrito is the property of EDIPUCRS - Editora Universitaria da PUCRS and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Iuris Tantum is the property of Investigaciones y Estudios Superiores, AC and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

El marketing de influencia se ha convertido en una herramienta fundamental de la actividad publicitaria. Tanto la investigación académica como profesional se ha centrado en conocer la relación entre influencers, marcas y consumidores desde la perspectiva del receptor. Por ello, se plantea abordarlo desde la perspectiva del prescriptor y atendiendo al microinfluencer, una figura hasta ahora apenas estudiada con el objetivo de conocer su dinámica de trabajo en el sector publicitario y el valor aportado. Una encuesta a 290 microinfluencers muestra que existe un proceso estandarizado de trabajo. Las marcas, dan un buen briefing; pero los microinfluencers no disponen de suficientes herramientas y formación para realizar las colaboraciones. Así, tienen libertad para crear, pero no para tomar decisiones estratégicas. Son numerosas las ventajas que estos prescriptores digitales aportan a las marcas, pero estos reivindican la remuneración de su trabajo y no una relación basada en el intercambio de productos-servicios.

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

An online marketplace operator that incorporates its own and third-party sellers' offers uses an identical sign to an EU trademark in the goods offered by third-party sellers without the proprietor's consent if a well-informed and reasonably observant internet user establishes a link between the services of that operator and the sign, and, in particular, when the user may form the impression that the operator itself is marketing, in its own name and on its own account, the goods bearing that sign. [ABSTRACT FROM AUTHOR]

O trabalho discute a presença das marcas na cultura do consumo infantil na plataforma de jogos online Roblox, buscando analisar a presença das organizações e das marcas neste ambiente do metaverso por meio do estudo de casos. Caracterizado, portanto, como pesquisa exploratória intencional por observação direta na Roblox, baseando-se em ambientes virtuais que contivessem ações e consumos de marcas dirigidos às crianças, registrando as proposições das interações programadas entre as marcas e os usuários infantis por meio das affordances projetadas na ambiência virtual. Verificamos que Roblox se destaca por seu foco em conteúdo e criatividade gerados pelo usuário, seu ecossistema social e seu modelo de negócios inovador que o tornaram uma das plataformas de jogos mais populares do mundo. Os resultados validam a necessidade de novas análises por meio dos estudos das mediações e das interações.

Este artículo estudia y recoge la jurisprudencia y norma comunitarias, así como de los actos administrativos expedidos en materia de propiedad industrial por la Superintendencia de Industria y Comercio, para concluir que el test de recordación imperfecta es aplicable a las reglas de cotejo marcario establecidas en el mencionado marco normativo. Se analizará cómo puede ser utilizado este criterio de cotejo marcario por parte de administradores de justicia y examinadores en Colombia, a la luz de su aplicabilidad y uso por parte de entidades extranjeras. Se demostrará la utilidad y beneficio de utilizar el test de recordación imperfecta en la medida en la que replica cómo los consumidores se acercan a las marcas al momento de adquirir una.

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Contracampo: Brazilian Journal of Communication is the property of Revista Contracampo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Propiedad Inmaterial is the property of Universidad Externado de Colombia, Centro de Estudios de la Propriedad Intelectual and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista del ICDT is the property of Instituto Colombiano de Derecho Tributario and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The concept of storytelling lacks a theoretical corpus that points to the origin of its use in advertising. Therefore, the aim of this research is to know the historical affiliations of the application of storytelling in advertising, finding its most relevant milestones from the creative strategies. The main conclusion is that advertising, as a profession, is aware of the importance of storytelling, thanks to David Ogilvy. It also indicates that advertising, even before being considered a discipline, has had a narrative component inoculated in a natural way, regardless of the medium and the creative strategies used. [ABSTRACT FROM AUTHOR]

Brands constitute the emotional link of companies with their audiences and through communication strategies are created to improve the image and generate positive attitudes towards brands. In the global, digital and information-saturated era, the phenomenon of the humanization of brands through the support of social causes and the approach to the public through the use of storytelling techniques is of great importance. This work delves into how brands connect with the values of their customers by incorporating positive and current concepts that are in line with changes in society. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

En este artículo, realizamos un recorrido desde el siglo XVIII al momento presente, destacando a aquellas mujeres artistas que dedicaron su obra a la representación botánica. Mujeres que, a pesar de las dificultades, viajaron e investigaron plantas y especies dejando un gran legado. El objetivo es poner en valor su gran trabajo, realizado a pesar de las restricciones de cada época y analizar sus valiosas aportaciones en este campo.

A pesar de que los elementos de uso común constituyen un componente usual de los signos distintivos que identifican productos o servicios en el comercio, actualmente no hay una definición concreta y clara sobre cuáles son estos elementos. El Tribunal de Justicia de la Comunidad Andina, las oficinas de registro y los jueces nacionales han abordado dichos elementos desde una doctrina que no es congruente con la propia jurisprudencia comunitaria, lo cual ha generado graves inconsistencias de orden jurídico. Esto ha llevado a pronunciamientos que, en algunos casos, pueden resultar confusos y contradictorios por parte de las entidades nacionales y supranacionales, donde no solo se mezclan y confunden diferentes conceptos, sino que además se han aplicado formas de abordarlos que resultan poco rigurosas y que no obedecen a la realidad del mercado. El presente artículo tiene por objeto: 1) poner en evidencia las contradicciones que se presentan en la doctrina y la jurisprudencia frente a la definición, la clasificación y la forma en la que se abordan los elementos de uso común; 2) proponer una definición consistente sobre los elementos de uso común; 3) establecer una clasificación de dichos elementos; 4) sugerir un criterio de aproximación de cara a solicitudes de registro marcario que incluyan tales elementos.

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)