Clara Muela

Universidad Rey Juan Carlos, Ciencias de la Comunicación 1, Faculty Member

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Testimonials in health-related radio advertising in Spain and their regulation (2009-2016)

The objective of this work is to analyze the nature of testimonials that advertise products with ... more The objective of this work is to analyze the nature of testimonials that advertise products with alleged health benefits, the testimonial characteristics and the evolution in Spanish radio. The study of quantitative and multistage nature is based on the content analysis of radio spots from two different time samples: 1,664 spots in 2009 and 3,909 in 2016 which, after the required data filtering process, were reduced to 147 and 122 testimonials, respectively. One of the implications derived from this work is that the public administration should improve the monitoring and control of illicit advertising that involves health-related products. The media itself should implement advertising protocols that include prior review and self-regulation

Advertising Effectiveness Measures

PsycTESTS Dataset, 2015

Spokesperson Credibility Scale

PsycTESTS Dataset, 2015

YouTubers y dietas milagros: la difusión de contenidos de salud entre 2020 y 2021

Revista Latina de Comunicación Social

Introducción: La presente investigación profundiza en la posible influencia de factores poco estu... more Introducción: La presente investigación profundiza en la posible influencia de factores poco estudiados en la interacción que despiertan los vídeos de YouTube sobre dietas milagro, dado el potencial riesgo de salud pública que pueden suponer los consejos que ofrecen, especialmente para la población joven. Metodología: Se analizaron los 50 vídeos más vistos sobre dietas rápidas subidos entre enero de 2020 y junio de 2021 en español y en inglés. A través de un análisis de contenido cuantitativo se estudió la influencia de variables sobre la relación con la audiencia y la presencia en cámara, la expresión de emociones y la descripción y análisis de la dieta o producto sobre la interacción y consumo del video. Resultados: Los factores estudiados no tienen apenas efecto, como tampoco lo tuvo el idioma, en las cifras de visionados, comentarios, likes, dislikes y compartidos. Discusión: Lo anterior se interpreta como señal de un consumo acrítico e irreflexivo, lo que podría suponer riesgos...

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El teléfono de la mujer en España: desigual implementación por Comunidades Autónomas / The women's telephone helpline in Spain: unequal implementation of the Autonomous Regions

Comunicación y Hombre, 2010

El presente artículo resume los resultados de un estudio cuyo objetivo es analizar los teléfonos ... more El presente artículo resume los resultados de un estudio cuyo objetivo es analizar los teléfonos públicos puestos a disposición de la mujer por las Comunidades Autónomas. Mediante un panel de expertos y recopilación de estadísticas se describen las características del teléfono de información y ayuda a la mujer a través de tres variables principales: total de llamadas recibidas, motivos de su realización y perfil sociodemográfico de la usuaria. Cabe destacar la desigual implementación geográfica y la disparidad de criterios en la recogida de datos que dificultan la comparativa entre autonomías y la prospectiva del estudio.This article contains the results of a study which aim is to analyze the Autonomous Regions' public telephone services available for women. Based on a panel of experts and the statistical information gathered, the study describes the characteristics of the women's information and help helpline, focusing on three main variables: total calls received, reasons ...

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Análisis del mensaje publicitario de las cuatro últimas décadas del siglo XX en la radio española

Revista de Ciencias de la Comunicación e Información, 1999

La publicidad es un fiel reflejo de la sociedad a la que envía sus mensajes y por eso, el estudio... more La publicidad es un fiel reflejo de la sociedad a la que envía sus mensajes y por eso, el estudio de la misma en el medio radio va a revelar la evolución diacrónica que los mensajes, considerados como pequeños documentos históricos, han experimentado a través de su contenido y forma que es el principal objetivo de esta investigación. Asimismo, el trabajo viene a mostrar la transformación de la sociedad en cada momento, su desarrollo tecnológico, el cambio de sus actitudes, comportamientos y hábitos de consumo o la incorporación de nuevos productos con el paso del tiempo. Describir cómo era y cómo es la publicidad radiofónica en España durante los 40 últimos años del siglo XX, es el cometido del siguiente artículo. Mediante análisis de contenido de un total de 633 cuñas se ha analizado la presencia a lo largo de los años de las categorías de productos predominantes, el contenido del mensaje mediante las variables de beneficio y argumentación y, por último, los formatos creativos como...

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A publicidade radiofônica na Espanha e o perfil sociodemográfico de sua audiência

Deception by Endorsers. An Empirical Analysis of Deceptive Claims in Advertising

European Advertising Academy, 2019

Testimonials are one of the different types of advertising execution, with other examples such as... more Testimonials are one of the different types of advertising execution, with other examples such as straight sell or factual message, scientific/technical evidence, demonstration, comparison, slice of life, animation, personality symbol, fantasy, dramatization or humor (Belch and Belch, 2007). Therefore, to imbue brands with “personality”, that is personifying the product (Fleck et al., 2014), there are different mechanisms in advertising that may be used. Although a general categorization of endorsers would distinguish between celebrity and noncelebrity, most studies tend to follow a more detailed typology composed of four different modalities (Belch and Belch, 2013; Fleck et al., 2014; Friedman et al., 1976; Khatri, 2006; Perello-Oliver et al., 2018): (1) celebrities; (2) typical consumers; (3) professional experts; and (4) company spokespeople. The presence of personalities in advertising has received the attention of researchers from many and diverse fields, especially to establis...

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Advertising with intended health purposes in Spanish radio. An empirical analysis by radio station type

The current article shows that a large extent of the radio adver- tising of products related to h... more The current article shows that a large extent of the radio adver- tising of products related to health infringe the current legislation. The analysis of a sample of 430 different commercials, 1,664 taking into ac- count their broadcasting frequency, has permitted to identify the four categories of product which gather the illicit claims: food, beverage, beauty and hygiene and health. The proportion of deceptions for every illicit radio spots reaches 3.99 in the generalist radio and 2.2 in the the- matic radio. The most frequent type of deceit refers to products which supposedly provide a sure relief or certain cures.

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Advertising self-regulation. A comparative analysis between the United Kingdom and Spain

Based on the criteria and parameters considered decisive by the European Union for an effective s... more Based on the criteria and parameters considered decisive by the European Union for an effective self-regulation model in advertising, this work carries out a comparative analysis between the advertising self-regulation systems in the United Kingdom and Spain. Setting the British system as a benchmark due to its effectiveness, the main objective of the study is to identify the strengths and weaknesses of the Spanish system in terms of independence, effectiveness, funding

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The Irresponsible Self-Regulation of Media in Spain: High-Grade Alcoholic Beverage Advertising in Sports Radio Programmes

Media must behave ethically towards their audiences since the latter play a fundamental role in s... more Media must behave ethically towards their audiences since the latter play a fundamental role in shaping reality and public opinion. In this sense, the conduct of all media must be based on social responsibility, with ethical values and in compliance with laws and regulations. The present study analyses the presence of advertising for high-alcoholic-content beverages in sports programs through mentions by the host radio stations or collaborators, taking into consideration that the European directive, as well as Spanish legislation, prohibits the broadcasting of this type of advertising through audio-visual media (television and radio) channels, particularly in sports programs. To this purpose, three stations have been selected for analysis (COPE, Cadena Ser and Onda Cero) according to their daily audience numbers as reported by the General Media Study (a total of 9,000,000 daily listeners). The study was carried out between January and December 2017. A total of 355 mentions of high-a...

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El surrealismo en la cuña radiofónica. La dimensión de lo absurdo al servicio de la comunicación comercial

El presente articulo recoge parte de una investigacion cuantitativa basada en el analisis de cont... more El presente articulo recoge parte de una investigacion cuantitativa basada en el analisis de contenido con el objetivo de averiguar como el estilo surrealista desarrollado en otras facetas artisticas como la pintura, la literatura, el cine o la poesia se representa en el mensaje comercial; en concreto, en la cuna publicitaria -la otra parte de la investigacion analiza, a partir de la misma muestra, la realidad-. Tambien se concreta el enfoque surrealista predominante -la dimension del absurdo- y a traves de que elementos principales se proyecta. Se analiza, pues, el estilo narrativo, los personajes protagonistas del anuncio a traves de las relaciones establecidas entre ellos y el contexto social donde estos se desenvuelven para explicar el producto o sus caracteristicas siendo este, en cualquier caso, el eje o centro comunicativo de todo mensaje comercial.

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Endorsers’ presence in regulation and endorsements in dietary supplements’ advertising on Spanish radio

Health Policy, 2020

Healthy lifestyles provide a market niche for products offering health benefits in a context wher... more Healthy lifestyles provide a market niche for products offering health benefits in a context where consumers have a misconception of the characteristics and functions of dietary supplements (DS). Due to an increase of endorsers' advertising persuasion, their presence is limited and, in some cases, forbidden. The main objective of this work is to analyse the presence of endorsers in DS advertising on Spanish radio in order to verify its compliance with current legislation and determine the endorsements' characteristics. Specifically, this paper analyses the quantity, frequency, placement and endorsement type of DS spots on full-service radio stations. Content analysis of the totality of radio spots broadcast throughout the year 2017 is conducted, deriving a corpus of 165 different radio spots belonging to the product category of dietary supplements, broadcast a total of 10,566 times. The results show that 40% of radio spots use endorsers not allowed by law, such as health care professionals, typical consumers and celebrities. The latter have an unusually high presence in DS radio advertising, with one out of four spots featuring celebrities or opinion leaders, including journalists and radio hosts as well as a frequent use of testimonial endorsements. Implications for health and public policy are made.

El papel de las personalidades de radio como prescriptores de complementos alimenticios. Un análisis de las declaraciones de propiedades saludables (H-RCs) en las menciones de radio en España

Revista Latina de Comunicación Social, 2021

Introducción: Los anunciantes utilizan testimoniales debido a su potencial en términos de persuas... more Introducción: Los anunciantes utilizan testimoniales debido a su potencial en términos de persuasión y eficacia del mensaje. El objetivo de este trabajo es analizar las declaraciones de propiedades saludables en la publicidad de complementos alimenticios estableciendo la relación entre las personalidades de radio y la información relacionada con la salud. Metodología: Se realizó un análisis de contenido de todas las menciones radiales —con un corpus final de 437— emitidas en 2017 en las tres emisoras de radio generalista con mayor audiencia. Resultados: Predominan los locutores de radio (55%) sobre los colaboradores (45%), siendo las declaraciones funcionales el tipo más prevalente (99,5%), seguido de las declaraciones de enfermedad, prohibidas por ley. Los colaboradores mencionan reclamos no autorizados con mayor frecuencia que los locutores. En relación a la información obligatoria sobre el contenido del producto, el 79% de las menciones no refiere ningún mineral que sustente sus ...

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False and misleading health-related claims in food supplements on Spanish radio: an analysis from a European Regulatory Framework

Public Health Nutrition, 2021

Objective:The excessive growth of the food supplements’ industry highlights the need to focus att... more Objective:The excessive growth of the food supplements’ industry highlights the need to focus attention on all aspects involved in their proper consumption; one that takes centre stage is advertising. The aim of this research is to analyse the presence of false and misleading claims in food supplements advertising. To this end, a relationship is established between the different types of health-related claims and the substances on which they are based, whether authorised or not by European Food Safety Authority (EFSA).Design:This empirical work conducts a content analysis of all radio mentions broadcast throughout 2017 on news/talk radio stations.Setting:Spain.Participants:All radio mentions broadcast on news/talk commercial radio stations in Spain with the highest audience levels. The corpus is composed of 437 advertisements.Results:Results indicate that 80·3 % of function claims included in the analysed advertisements are not authorised by EFSA, while 20·4 % of disease claims are ...

Alcohol Advertising Regulation for the Adult Population: An Analysis of Distilled Spirits Radio Endorsements in Spain

Journal of Studies on Alcohol and Drugs, 2021

OBJECTIVE Restrictions on advertising of high-alcohol-content beverages aims to prevent consumpti... more OBJECTIVE Restrictions on advertising of high-alcohol-content beverages aims to prevent consumption in young people and alcohol misuse in adults. The main objective of this research was to analyze the presence of distilled spirits mentions and its compliance with legislation in relation to the minor protection time slot, the factors associated with drinking, and the promotion of excessive consumption. METHOD We conducted a content analysis of all advertising mentioning spirits broadcast throughout 2017 on news/talk radio stations targeting an adult audience in Spain. We identified 355 radio mentions. RESULTS The special protection time slot for minors was disregarded in 91.8% of cases. Radio personalities encouraged immoderate consumption in 76.6% of the analyzed mentions, and associated alcohol consumption with improved physical performance, social success, or health in 42.3% of cases. CONCLUSIONS This study reveals the shortcomings of public administration in the control and monitoring of spirits mentions in the radio medium, in a context in which the adult population is unprotected against messages that frequently encourage excessive consumption and associate it with positive and gratifying values.

Public Health, 2021

The double copy suggests that the basis of the dynamics of general relativity is Yang-Mills theor... more The double copy suggests that the basis of the dynamics of general relativity is Yang-Mills theory. Motivated by the importance of the relativistic two-body problem, we study the classical dynamics of colour-charged particle scattering from the perspective of amplitudes, rather than equations of motion. We explain how to compute the change of colour, and the radiation of colour, during a classical collision. We apply our formalism at next-to-leading order for the colour change and at leading order for colour radiation.

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Alcohol and Betting Radio Advertising in Spain. A Comparative Analysis of the Minor’s Protection Time Slot from a Media Responsibility Perspective

International Journal of Environmental Research and Public Health, 2020

This research analyzes the presence of advertising and radio mentions of alcoholic beverages and ... more This research analyzes the presence of advertising and radio mentions of alcoholic beverages and sports betting, two products that represent harmful behaviors for the audiences’ health. To do this, a quantitative content analysis was undertaken for all of the programming of the three most listened radio stations in Spain (Cadena Ser, COPE, and Onda Cero) throughout 2017, obtaining a total corpus of 2848 radio messages distributed as follows: 266 radio spots and 2582 radio mentions. The messages were also analyzed according to the broadcasting schedules (protected time-slot or non-protected time-slot). The results showed that advertising and sports betting mentions were more present in the regular programming of the three stations (n = 2304), with mentions (n = 2582) being more numerous than advertising spots (n = 544). Moreover, it is evident that in practice, none of the radio stations respected the protected time slots since the majority of the mentions and spots of high alcoholic...

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Dietary supplements’ endorsements. A content analysis of claims and appeals on Spanish radio

Communication & Society, 2020

The aims of this study are to analyze the presence of endorsers in DS advertising on Spanish radi... more The aims of this study are to analyze the presence of endorsers in DS advertising on Spanish radio and the health-related product information of endorsements on full service Spanish radio. To this end, the content analysis of all radio spots broadcast throughout the year 2017 is conducted, deriving a corpus of 165 different radio spots belonging to the product category of dietary supplements, broadcast a total of 10,566 times. According to the Elaboration Likelihood Model, endorsers are a peripheral cue and increase advertising persuasion. The main results show that the most prevalent type of endorser in DS radio spots is the anonymous spokesperson, followed by celebrities, and that endorsers use explicit claims more frequently than implicit claims. Additionally, experts and celebrities use rational appeals more frequently while emotional appeals predominate in endorsements by typical consumers. Thus, rational appeals are prevalent in endorsements voiced by the most credible endorse...

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La representación del cuerpo en la publicidad gráfica: funciones comunicativas y tipología

Questiones Publicitarias, 2008

Resumen En nuestro entorno mediático, la imagen cobra mayor protagonismo frente al resto de eleme... more Resumen En nuestro entorno mediático, la imagen cobra mayor protagonismo frente al resto de elementos verbales. Para aumentar la eficacia del mensaje publicitario, el concepto visual debe, por una parte, captar la atención del lector en los primeros segundos de exposición al anuncio y, por otra, condensar la información esencial sobre el producto, la marca y el público objetivo. En este artículo se analizan las funciones del elemento visual en la publicidad gráfica y las principales formas de representación del cuerpo humano, entendido éste como uno de los instrumentos preferidos por los creativos para comunicar un mensaje comercial.

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