Tenured professor of the UAB
DRA. Patricia Lázaro Pernias
Lines of investigation
- Audiovisual Creativity.
- Social advertising.
- Gender studies.
Publications
Articles
Roca, D; Tena D.; Lázaro, P. y González, A. (2016). Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation. International Journal of Advertising.
González, A.; Lázaro, P. (2013). La figura femenina en el cartel político y social en Cataluña (1931-1939) / The female figure on the political and social poster in Catalonia(1931-1939). Historia y comunicación social 18, 173
Roca, D.; Tena, D.; Lázaro, P. (2012). Is there gender bias in the assessment of advertising creativity?. The changing roles of advertising, 74 – 79.
Lázaro, P., Tena, D., Blanco, J. i Voces, R. (2007). Reception, a limit to creation. Tripods [Barcelona: Blanquerna Design and Publications Service], extraordinary issue
Books and book chapters
Roca, D; Tena D.; Lázaro, P. y González, A. (2016). Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation. International Journal of Advertising.
González, A.; Lázaro, P. (2013). La figura femenina en el cartel político y social en Cataluña (1931-1939) / The female figure on the political and social poster in Catalonia(1931-1939). Historia y comunicación social 18, 173
Roca, D.; Tena, D.; Lázaro, P. (2012). Is there gender bias in the assessment of advertising creativity?. The changing roles of advertising, 74 – 79.
Lázaro, P., Tena, D., Blanco, J. i Voces, R. (2007). Reception, a limit to creation. Tripods [Barcelona: Blanquerna Design and Publications Service], extraordinary issue.
Directed Research Documents
Master's final projects
Enríquez Cousiño, Andrea; Lázaro, Patrícia, dir. Success in fashion blogging: from blogger to influencer. 2015. 56 p. <https://ddd.uab.cat/record/144751> [Consultation: 15 November 2018].
Pérez Cardona, Manuel; Lázaro, Patrícia, dir. Effectiveness of sponsored links in commercial search results on smartphones. 2013. 121 p. <https://ddd.uab.cat/record/114875> [Consultation: 15 November 2018].
Trujillo Muñoz, Sebastián; Lázaro, Patrícia, dir. The use of humor in advertising content for social networks and its coherence with brand values. 2013. 48 p. <https://ddd.uab.cat/record/114872> [Consultation: 15 November 2018].
Romero Romero, Susana; Lázaro, Patrícia, dir. Analysis of online communication of fashion brands in Spain: case study Mango. 2013. 64 p. <https://ddd.uab.cat/record/114871> [Consultation: 15 November 2018].
Chalá Mejía, Priscila; Lázaro, Patrícia, dir. Legislation as a determining factor in creativity: gender perspective and stereotypes. 2011. 125 p. <https://ddd.uab.cat/record/103299> [Consultation: 15 November 2018].
Final degree projects
Villodres Santana, Carla; Lázaro, Patrícia, dir. Effectiveness of storytelling as an advertising strategy. 2018. 102 p. (972 Graduated in Advertising and Public Relations) <https://ddd.uab.cat/record/195901> [Consultation: 15 November 2018].
Cano Soto, José Luis; Lázaro, Patrícia, dir. From reality to the big screen: Fictions based on real events. 2015. 132 p. (971 Graduated in Journalism) <https://ddd.uab.cat/record/141127> [Consultation: 15 November 2018].
Montiel Torres, Estefanía; Lázaro, Patrícia, dir. Analysis of the treatment of immigration in the Catalan media based on the application of the Code of Ethics of the Audiovisual Council of Catalonia. 2014. 72 p. (971 Graduated in Journalism) <https://ddd.uab.cat/record/126199> [Consultation: 15 November 2018].
Martínez García, Lorena; Lázaro, Patrícia, dir. . We have to talk: the transformation of television advertising discursive strategies under the effects of the crisis. 2014. 138 p. (972 Graduated in Advertising and Public Relations) <https://ddd.uab.cat/record/125969> [Consultation: 15 November 2018].
Cosconera Clavé, Anna; Lázaro, Patrícia, dir. The advertising discourse of brands in a context of economic crisis. 2014. 71 p. (972 Graduated in Advertising and Public Relations) <https://ddd.uab.cat/record/125926> [Consultation: 15 November 2018].
Giral Aguirre, Leire; Lázaro, Patrícia, dir. Masculinities and fiction: the case of Tomboy. 2014. 94 p. (971 Graduated in Journalism) <https://ddd.uab.cat/record/125914> [Consultation: 15 November 2018].
Projects
Other merits
Director of the Department of Advertising, Public Relations and Audiovisual Communication.
