108507624640694269
Mayo 20, 2004
How to Write a White Paper – A White Paper on White Papers
By Michael A. Stelzner
This paper’s objective is to guide you in the process of developing effective white papers and persuasive business documents.
What is a White Paper?
The term white paper is an offshoot of the term white book, which is an official publication of a national government. A famous white paper example is the Winston Churchill White Paper of 1922, which addressed political conflict in Palestine.
A white paper typically argues a specific position or solution to a problem. Although white papers take their roots in governmental policy, they have become a common tool used to introduce technology innovations and products. A typical search engine query on “white paper” will return millions of results, with many focused on technology-related issues.
White papers are powerful marketing tools used to help key decision-makers and influencers justify implementing solutions. For some examples of white papers used in the technology marketplace, click here.
Artículo completo en Stelzner Consulting
108507609227437800
Mayo 20, 2004
COORS HISPANIC ‘GUEY’ AD SPARKS CONTROVERSY
Slang Meaning Hotly Debated: Creatively Clever or Derogatory?
By Laurel Wentz
Spanish speakers are debating whether a Hispanic spot from Coors Brewing Co. that hinges on a Mexican slang word is a cleverly insightful beer commercial that perfectly hits its demographic target or an offensive use of a derogatory term.
In the spot, running on both Spanish and English-language TV, young male beer drinkers in a bar toss around the word “guey” in the spirit of Budweiser’s “Whassup” commercials. Coors has gotten some complaints, chat rooms are buzzing, and AdAge.com received several e-mails last week after running the spot, pointing out the word’s negative connotations.
Equals ‘dude’
To make the spot suitable for Anglo viewing, the agency added a camera card reading “Guey = Dude.” But the word also has another meaning.
“Guey does mean castrated bull,” conceded Catarino Lopez, creative director at Coors’ Hispanic agency, Publicis Groupe-backed Bromley Communications, San Antonio.
For the linguistic purist, “guey” is derived from “buey,” the Spanish word for ox, and can be an insult, implying stupidity. But for many young Hispanic males, “guey” has crossed over into everyday speech between men. In the Coors Light spot, the word is delivered with different inflections and intonations that convey greetings, offers of beer and appreciation of attractive women.
Noticia completa en Ad Age
108507539276065457
Mayo 20, 2004
El profesor universitario Enric Marín se hará cargo de la Comunicación de la Generalitat catalana
El pulso que el actual secretario de Comunicación de la Generalitat catalana, Miquel Sellarès, ha planteado en los últimos días al conseller en cap, Josep Bargalló, toca a su fin. Según publica El País, Bargalló, que ayer recibió el apoyo del líder de Esquerra, Josep Lluís Carod, ha ofrecido el cargo de secretario de Comunicación a Enric Marín, profesor de Teoría e Historia de la Comunicación y miembro del consejo de administración de la Corporación Catalana de Radio y Televisión a propuesta de ERC.
El relevo de Sellarès tiene el visto bueno de los socios de Gobierno catalán, sobre todo tras el último episodio protagonizado por el todavía secretario de Comunicación. La situación era tensa a raiz del informe anónimo sobre medios de comunicación en Cataluña, en el que se analizaba la línea editorial y la situación económica de diversas empresas con criterios coincidentes con los expuestos por Sellarès en un encuentro con periodistas. El pasado jueves, al presentar la investigación sobre el origen de este informe, el Gobierno catalán -por medio de Bargalló- le dio un tirón de orejas a Sellarès por mantener en público criterios distintos a los del Ejecutivo.
Noticia completa en Periodista Digital
How to Write a White Paper – A White Paper on White Papers
By Michael A. Stelzner
This paper’s objective is to guide you in the process of developing effective white papers and persuasive business documents.
What is a White Paper?
The term white paper is an offshoot of the term white book, which is an official publication of a national government. A famous white paper example is the Winston Churchill White Paper of 1922, which addressed political conflict in Palestine.
A white paper typically argues a specific position or solution to a problem. Although white papers take their roots in governmental policy, they have become a common tool used to introduce technology innovations and products. A typical search engine query on “white paper” will return millions of results, with many focused on technology-related issues.
White papers are powerful marketing tools used to help key decision-makers and influencers justify implementing solutions. For some examples of white papers used in the technology marketplace, click here.
Artículo completo en Stelzner Consulting
How to Write a White Paper – A White Paper on Whit…
Mayo 20, 2004
How to Write a White Paper – A White Paper on White Papers
By Michael A. Stelzner
This paper’s objective is to guide you in the process of developing effective white papers and persuasive business documents.
What is a White Paper?
The term white paper is an offshoot of the term white book, which is an official publication of a national government. A famous white paper example is the Winston Churchill White Paper of 1922, which addressed political conflict in Palestine.
A white paper typically argues a specific position or solution to a problem. Although white papers take their roots in governmental policy, they have become a common tool used to introduce technology innovations and products. A typical search engine query on “white paper” will return millions of results, with many focused on technology-related issues.
White papers are powerful marketing tools used to help key decision-makers and influencers justify implementing solutions. For some examples of white papers used in the technology marketplace, click here.
Artículo completo en Stelzner Consulting
COORS HISPANIC ‘GUEY’ AD SPARKS CONTROVERSY
Slang Meaning Hotly Debated: Creatively Clever or Derogatory?
By Laurel Wentz
Spanish speakers are debating whether a Hispanic spot from Coors Brewing Co. that hinges on a Mexican slang word is a cleverly insightful beer commercial that perfectly hits its demographic target or an offensive use of a derogatory term.
In the spot, running on both Spanish and English-language TV, young male beer drinkers in a bar toss around the word “guey” in the spirit of Budweiser’s “Whassup” commercials. Coors has gotten some complaints, chat rooms are buzzing, and AdAge.com received several e-mails last week after running the spot, pointing out the word’s negative connotations.
Equals ‘dude’
To make the spot suitable for Anglo viewing, the agency added a camera card reading “Guey = Dude.” But the word also has another meaning.
“Guey does mean castrated bull,” conceded Catarino Lopez, creative director at Coors’ Hispanic agency, Publicis Groupe-backed Bromley Communications, San Antonio.
For the linguistic purist, “guey” is derived from “buey,” the Spanish word for ox, and can be an insult, implying stupidity. But for many young Hispanic males, “guey” has crossed over into everyday speech between men. In the Coors Light spot, the word is delivered with different inflections and intonations that convey greetings, offers of beer and appreciation of attractive women.
Noticia completa en Ad Age
COORS HISPANIC ‘GUEY’ AD SPARKS CONTROVERSY Slang…
Mayo 20, 2004
COORS HISPANIC ‘GUEY’ AD SPARKS CONTROVERSY
Slang Meaning Hotly Debated: Creatively Clever or Derogatory?
By Laurel Wentz
Spanish speakers are debating whether a Hispanic spot from Coors Brewing Co. that hinges on a Mexican slang word is a cleverly insightful beer commercial that perfectly hits its demographic target or an offensive use of a derogatory term.
In the spot, running on both Spanish and English-language TV, young male beer drinkers in a bar toss around the word “guey” in the spirit of Budweiser’s “Whassup” commercials. Coors has gotten some complaints, chat rooms are buzzing, and AdAge.com received several e-mails last week after running the spot, pointing out the word’s negative connotations.
Equals ‘dude’
To make the spot suitable for Anglo viewing, the agency added a camera card reading “Guey = Dude.” But the word also has another meaning.
“Guey does mean castrated bull,” conceded Catarino Lopez, creative director at Coors’ Hispanic agency, Publicis Groupe-backed Bromley Communications, San Antonio.
For the linguistic purist, “guey” is derived from “buey,” the Spanish word for ox, and can be an insult, implying stupidity. But for many young Hispanic males, “guey” has crossed over into everyday speech between men. In the Coors Light spot, the word is delivered with different inflections and intonations that convey greetings, offers of beer and appreciation of attractive women.
Noticia completa en Ad Age
El profesor universitario Enric Marín se hará cargo de la Comunicación de la Generalitat catalana
El pulso que el actual secretario de Comunicación de la Generalitat catalana, Miquel Sellarès, ha planteado en los últimos días al conseller en cap, Josep Bargalló, toca a su fin. Según publica El País, Bargalló, que ayer recibió el apoyo del líder de Esquerra, Josep Lluís Carod, ha ofrecido el cargo de secretario de Comunicación a Enric Marín, profesor de Teoría e Historia de la Comunicación y miembro del consejo de administración de la Corporación Catalana de Radio y Televisión a propuesta de ERC.
El relevo de Sellarès tiene el visto bueno de los socios de Gobierno catalán, sobre todo tras el último episodio protagonizado por el todavía secretario de Comunicación. La situación era tensa a raiz del informe anónimo sobre medios de comunicación en Cataluña, en el que se analizaba la línea editorial y la situación económica de diversas empresas con criterios coincidentes con los expuestos por Sellarès en un encuentro con periodistas. El pasado jueves, al presentar la investigación sobre el origen de este informe, el Gobierno catalán -por medio de Bargalló- le dio un tirón de orejas a Sellarès por mantener en público criterios distintos a los del Ejecutivo.
Noticia completa en Periodista Digital
El profesor universitario Enric Marín se hará carg…
Mayo 20, 2004
El profesor universitario Enric Marín se hará cargo de la Comunicación de la Generalitat catalana
El pulso que el actual secretario de Comunicación de la Generalitat catalana, Miquel Sellarès, ha planteado en los últimos días al conseller en cap, Josep Bargalló, toca a su fin. Según publica El País, Bargalló, que ayer recibió el apoyo del líder de Esquerra, Josep Lluís Carod, ha ofrecido el cargo de secretario de Comunicación a Enric Marín, profesor de Teoría e Historia de la Comunicación y miembro del consejo de administración de la Corporación Catalana de Radio y Televisión a propuesta de ERC.
El relevo de Sellarès tiene el visto bueno de los socios de Gobierno catalán, sobre todo tras el último episodio protagonizado por el todavía secretario de Comunicación. La situación era tensa a raiz del informe anónimo sobre medios de comunicación en Cataluña, en el que se analizaba la línea editorial y la situación económica de diversas empresas con criterios coincidentes con los expuestos por Sellarès en un encuentro con periodistas. El pasado jueves, al presentar la investigación sobre el origen de este informe, el Gobierno catalán -por medio de Bargalló- le dio un tirón de orejas a Sellarès por mantener en público criterios distintos a los del Ejecutivo.
Noticia completa en Periodista Digital
