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Estudio de las claves de éxito de la música en la publicidad audiovisual que más gusta a los jóvenes universitarios. La investigación se basa en los resultados de un estudio longitudinal que se lleva a cabo en el festival publicitario Jóvenes Tocados por la Publicidad, con distintas categorías de premios. En el artículo se analizan los anuncios nominados y ganadores a la categoría de música-sonido de las últimas diez ediciones (2005-2016) del festival, en total 30 anuncios. Para seleccionar los spots que alcanzan mayor notoriedad entre los jóvenes universitarios y entender el porqué de su selección, se utiliza una metodología triangular, que aplica métodos cuantitativos y cualitativos. Los resultados del estudio confirman el valor y la trascendencia de la música en el éxito de la publicidad audiovisual que más atrae a los jóvenes, observando que existe poca relevancia de la clasificación música original-preexistente en los anuncios escogidos y una mayor incidencia de la categoría diegética-extradiegética. Se evidencia que lo que más valoran los jóvenes en la música de la publicidad es lo que les hace sentir, prefiriendo canciones emotivas, sensibles y con cierta profundidad. Además, este target aprecia que la música en la publicidad sea coherente y adaptada al mensaje de la campaña.

The herbarium of University of Extremadura (UNEX Herbarium) is formed by 36451 specimens of vascular plants whose main origin is the autonomous region of Extremadura (Spain) and Portugal, although it also contains a smaller number of specimens from different places, including the rest of peninsular Spain, the Baleares Islands, the Macaronesian region (Canary Islands, Madeira and Azores), northwest of Africa (Morocco) and Brazil. 98% of the total records are georeferenced.It is an active collection in continuous growth. Its data can be accessed through the GBIF data portal at http://data.gbif.org/datasets/resource/255 and http://www.eweb.unex.es/eweb/botanica/herbario/. This paper describes the specimen associated data set of the UNEX Herbarium, with an objective to disseminate the data contained in a data set with potential users, and promote the multiple uses of the data.

Resumen. La cultura digital ha transformado la publicidad y en consecuencia la actividad creativa publicitaria. Este artículo se aproxima a la actuación entre anunciantes y creativos en el nuevo contexto para tratar de entender las áreas formativas que se están exigiendo a los profesionales de la creatividad publicitaria. El trabajo, además de una revisión bibliográfica, presenta parte de los resultados de un estudio empírico cualitativo con focus groups de anunciantes y creativos, con el objetivo de conocer los desafíos de la nueva realidad; los resultados de dicha investigación muestran la necesidad que tienen los creativos publicitarios de ampliar su formación y competencias en el entorno tecnológico y empresarial, además de profundizar en todo lo relacionado con estrategia publicitaria. Palabras clave: Publicidad; creatividad publicitaria; formación superior; conocimientos; competencias.[es] Creative advertising and training for creative professionals in digital culture Abstract. Digital culture has transformed the field of advertising and consequentially, creative advertising. This article discusses the interaction between today's advertisers and creative professionals and will attempt to share a better understanding of the formative areas that are being demanded of creative advertising professionals. In addition to a bibliographic review, the work presents a portion of the results of a qualitative empirical study of focus groups with advertisers and creative professionals in order to understand the challenges of the current state of the field. The results of this research show the need for creative advertising professionals to expand their training and skills in the technological and business environment, as well as to improve and add depth to advertising strategy.

Background Many people attending primary care (PC) have anxiety-depressive symptoms and work-related burnout compounded by a lack of resources to meet their needs. The COVID-19 pandemic has exacerbated this problem, and digital tools have been proposed as a solution. Objective We aimed to present the development, feasibility, and potential effectiveness of Vickybot, a chatbot aimed at screening, monitoring, and reducing anxiety-depressive symptoms and work-related burnout, and detecting suicide risk in patients from PC and health care workers. Methods Healthy controls (HCs) tested Vickybot for reliability. For the simulation study, HCs used Vickybot for 2 weeks to simulate different clinical situations. For feasibility and effectiveness study, people consulting PC or health care workers with mental health problems used Vickybot for 1 month. Self-assessments for anxiety (Generalized Anxiety Disorder 7-item) and depression (Patient Health Questionnaire-9) symptoms and work-related burnout (based on the Maslach Burnout Inventory) were administered at baseline and every 2 weeks. Feasibility was determined from both subjective and objective user-engagement indicators (UEIs). Potential effectiveness was measured using paired 2-tailed t tests or Wilcoxon signed-rank test for changes in self-assessment scores. Results Overall, 40 HCs tested Vickybot simultaneously, and the data were reliably transmitted and registered. For simulation, 17 HCs (n=13, 76% female; mean age 36.5, SD 9.7 years) received 98.8% of the expected modules. Suicidal alerts were received correctly. For the feasibility and potential effectiveness study, 34 patients (15 from PC and 19 health care workers; 76% [26/34] female; mean age 35.3, SD 10.1 years) completed the first self-assessments, with 100% (34/34) presenting anxiety symptoms, 94% (32/34) depressive symptoms, and 65% (22/34) work-related burnout. In addition, 27% (9/34) of patients completed the second self-assessment after 2 weeks of use. No significant differences were found between the first and second self-assessments for anxiety (t8=1.000; P=.34) or depressive (t8=0.40; P=.70) symptoms. However, work-related burnout scores were moderately reduced (z=−2.07, P=.04, r=0.32). There was a nonsignificant trend toward a greater reduction in anxiety-depressive symptoms and work-related burnout with greater use of the chatbot. Furthermore, 9% (3/34) of patients activated the suicide alert, and the research team promptly intervened with successful outcomes. Vickybot showed high subjective UEI (acceptability, usability, and satisfaction), but low objective UEI (completion, adherence, compliance, and engagement). Vickybot was moderately feasible. Conclusions The chatbot was useful in screening for the presence and severity of anxiety and depressive symptoms, and for detecting suicidal risk. Potential effectiveness was shown to reduce work-related burnout but not anxiety or depressive symptoms. Subjective perceptions of use contrasted with low objective-use metrics. Our results are promising but suggest the need to adapt and enhance the smartphone-based solution to improve engagement. A consensus on how to report UEIs and validate digital solutions, particularly for chatbots, is required.