Advertise一词源出于中世纪的法语Advertir,英语意为To turn to, or call attention to,即“惹眼,引人注意”之意,该词最初释义也只不过是上述概念的延伸,与notify(让众人知晓)和announce(通知,公告)同义,后来随着15世纪欧洲商业的繁荣...Advertise一词源出于中世纪的法语Advertir,英语意为To turn to, or call attention to,即“惹眼,引人注意”之意,该词最初释义也只不过是上述概念的延伸,与notify(让众人知晓)和announce(通知,公告)同义,后来随着15世纪欧洲商业的繁荣,该词被赋于下面的意义: To call attention especially by emphasizing desirable qualities so as to arouse a des;re to buy or patronize. “强调受人喜爱的质量(特点)引起公众注意,并激发其购买或惠顾的欲望。”自此Advertisement才有了与广义相对的狭义概念,也就是商务广告Commercial ads。展开更多
“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that wh...“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more profit.When the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/decrease.If the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more profit.If a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.展开更多
At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide sugge...At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.展开更多
Starting from the current situation of contemporm-y media advertising, this paper summarizes negative thoughts and emotions such as doubt, boredom and negation in contemporary media advertising. It also deconstructs t...Starting from the current situation of contemporm-y media advertising, this paper summarizes negative thoughts and emotions such as doubt, boredom and negation in contemporary media advertising. It also deconstructs these negative thoughts and emotions from the perspective of social culture and concludes that our country＇s social and cultural ideas have advantages in solving them.展开更多
Hair has historically reflected material consequences in the Black community; thus, research has begun to investigate how the power/privilege matrix that is propagated throughout the media permeates society and impact...Hair has historically reflected material consequences in the Black community; thus, research has begun to investigate how the power/privilege matrix that is propagated throughout the media permeates society and impacts African-Arnerican women＇s perceptions of hair. This research joins the discussion by exploring how Black hair magazine advertisements influence Black women＇s hair decisions and their percepfious of what constitutes beautiful Black hair. Findings reveal that the images African-American women consume from Black hair magazine advertisements do impact what they consider to be beautiful and, subsequently, influence their day-to-day styling and hair care mechanisms, lending further support to the idea that the media serve as powerful sources of knowledge. This study culminates by theorizing about the constitutive meanings and importance of Black hair as conveyed through magazine advertisements and considers how Black women use social comparisons to make everyday hair decisions to achieve what they identify as good hair.展开更多
As a dynamic language phenomenon, public service advertisement reflects the social language life. This paper presents a detailed analysis of the theme selection and language of outdoor public service advertisement lan...As a dynamic language phenomenon, public service advertisement reflects the social language life. This paper presents a detailed analysis of the theme selection and language of outdoor public service advertisement language in Guangzhou. It describes the features and expressions of outdoor public service advertisement in subject content, sentence form and rhetoric, aimed at understanding the basic situation and effect of public service advertisement on the audience, and guiding the audience to improve their morality and behavior.展开更多
The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to c...The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.展开更多
Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qual...Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.展开更多
As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement i...As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.展开更多
The main objective of this research is to assess the existence （or lack） of media concentration in the Portuguese dailies newspaper sector, and to evaluate the extension to which this situation may be compromising f...The main objective of this research is to assess the existence （or lack） of media concentration in the Portuguese dailies newspaper sector, and to evaluate the extension to which this situation may be compromising fundamental society values： freedom of speech and right of access to information. Authors resorted to market indicators, namely total average circulation,number of copies per issue, business volume and advertising investments. These indicators are found to be complementary： some indicators evaluate group position in the readers＇ market, whereas other evaluates group position in the general market and the advertising market in particular. Based in this market information, we used quantitative models （HII, CR4 and Noan） to measure de concentration in the newspaper segment. Additionally we tried to demonstrate that to analyze the dailies newspaper concentration situation in Portugal a holist perspective of the media market is needed, using a country context to understand some local characteristics and market structure and political, economic, social and technological dynamics. Additionally, there are evidences that existing concentration indexes are not conclusive because of potential replacement effects in the Portuguese media sector.展开更多
文摘Advertise一词源出于中世纪的法语Advertir,英语意为To turn to, or call attention to,即“惹眼,引人注意”之意,该词最初释义也只不过是上述概念的延伸,与notify(让众人知晓)和announce(通知,公告)同义,后来随着15世纪欧洲商业的繁荣,该词被赋于下面的意义: To call attention especially by emphasizing desirable qualities so as to arouse a des;re to buy or patronize. “强调受人喜爱的质量(特点)引起公众注意,并激发其购买或惠顾的欲望。”自此Advertisement才有了与广义相对的狭义概念,也就是商务广告Commercial ads。
基金The National Natural Science Foundation of China(No.71371050),the National Social Science Fund of China(No.17BGL196).
文摘“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more profit.When the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/decrease.If the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more profit.If a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.
文摘At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.
文摘Starting from the current situation of contemporm-y media advertising, this paper summarizes negative thoughts and emotions such as doubt, boredom and negation in contemporary media advertising. It also deconstructs these negative thoughts and emotions from the perspective of social culture and concludes that our country＇s social and cultural ideas have advantages in solving them.
文摘Hair has historically reflected material consequences in the Black community; thus, research has begun to investigate how the power/privilege matrix that is propagated throughout the media permeates society and impacts African-Arnerican women＇s perceptions of hair. This research joins the discussion by exploring how Black hair magazine advertisements influence Black women＇s hair decisions and their percepfious of what constitutes beautiful Black hair. Findings reveal that the images African-American women consume from Black hair magazine advertisements do impact what they consider to be beautiful and, subsequently, influence their day-to-day styling and hair care mechanisms, lending further support to the idea that the media serve as powerful sources of knowledge. This study culminates by theorizing about the constitutive meanings and importance of Black hair as conveyed through magazine advertisements and considers how Black women use social comparisons to make everyday hair decisions to achieve what they identify as good hair.
文摘As a dynamic language phenomenon, public service advertisement reflects the social language life. This paper presents a detailed analysis of the theme selection and language of outdoor public service advertisement language in Guangzhou. It describes the features and expressions of outdoor public service advertisement in subject content, sentence form and rhetoric, aimed at understanding the basic situation and effect of public service advertisement on the audience, and guiding the audience to improve their morality and behavior.
文摘The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.
文摘Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.
文摘As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.
文摘The main objective of this research is to assess the existence （or lack） of media concentration in the Portuguese dailies newspaper sector, and to evaluate the extension to which this situation may be compromising fundamental society values： freedom of speech and right of access to information. Authors resorted to market indicators, namely total average circulation,number of copies per issue, business volume and advertising investments. These indicators are found to be complementary： some indicators evaluate group position in the readers＇ market, whereas other evaluates group position in the general market and the advertising market in particular. Based in this market information, we used quantitative models （HII, CR4 and Noan） to measure de concentration in the newspaper segment. Additionally we tried to demonstrate that to analyze the dailies newspaper concentration situation in Portugal a holist perspective of the media market is needed, using a country context to understand some local characteristics and market structure and political, economic, social and technological dynamics. Additionally, there are evidences that existing concentration indexes are not conclusive because of potential replacement effects in the Portuguese media sector.
