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The rector of the International University of Catalonia (UIC Barcelona) has been received as a full academician of the Royal European Academy of Doctors (RAED).

The entrance speech was titled 'Where is advertising going?' Keys to the past to discern the future", answered by tenured academic Francisco Javier Garrido Morales.

Barcelona, ​​November 10, 2023.- Alfonso Méndiz, rector of the International University of Catalonia (UIC Barcelona), was received yesterday, November 9, as a new full member of the Royal European Academy of Doctors. In his entrance speech, titled 'Where is Advertising Going? Keys to the past to discern the future', Méndiz presented a general vision of the evolution of advertising, and proposed the future of advertising formats.

Starting the story from its beginnings, the rector thanked this centenary Royal Corporation with words of "respect and admiration" and stated that he was very happy to make his speech on advertising in the best place, since, "just 500 meters from "Here, at the Casa Llotja del Mar, the first advertising course in our country was taught in 1915 - one year after the creation of this Royal European Academy of Doctors."

After mentioning some key points that have determined the current context of advertising, Méndiz reflected on the identity of advertising and the future that awaits it: from advertising with so-called influencers, to the use of Artificial Intelligence or "other macro-trends current advertising". All of them, said the rector, "can present great ethical challenges for companies. However - the speaker concluded - the future of advertising will be ethical or it will not be."

On behalf of the Royal European Academy of Doctors, full academic Francisco Javier Garrido Morales was responsible for answering his admission speech. Garrido, in addition to reviewing the long academic career of the new member of the RAED, spoke of the speaker's great "vocation to teaching and how he discovered the beauty of training communicators", thanks to the example of many people, especially his father.

Alfonso Méndiz Noguero is a professor of Audiovisual Communication and Advertising at UIC Barcelona. In addition to being an expert in Advertising and values ​​and in new forms of advertising, he has been rector of UIC Barcelona since September 2021. He is also a professor at the Faculty of Communication Sciences, of which he was dean from 2015 to 2021.

About UIC Barcelona.

The International University of Catalonia (UIC Barcelona) was founded in 1997 with the aim of offering quality university education and promoting research as a service to society. Linked to the business world and with a marked international character, it teaches 16 degrees, 8 double degrees, around thirty international double degrees and a wide range of postgraduate programs on its two campuses, located in Barcelona and Sant Cugat del Vallés. As part of its commitment to society, UIC Barcelona also has three university clinics located on the Sant Cugat Campus: the University Clinic of Dentistry, Support - University Clinic of Psychology and Psychiatry, and Cuides UIC Barcelona, ​​focused on patient care. with advanced illnesses and palliative care.

For more information:.

Elena Castellarnau.Responsible for Communication.T. 34 93254 18 00 Ext: 4294.elenac@uic.es.www. uic.es