从波特异性代言解读模型看跨性代言广告认知冲突

明星跨性代言广告的不断涌现,广告效果良莠不齐,引起了学界与业界的广泛关注。笔者尝试构建一个波特异性代言解读模型,该模型以波特图示为基础,运用其中的定义、价值、原则、忠诚等元素,结合广告创意活动进行解读,以期依据此模式对跨性代言广告创意进行创造性解读,并对跨性代言广告创意难以摆脱的困境进行理论阐释。

马来西亚男星代言女性产品广告效果的实验研究——以吉隆坡地区为例

本文针对马来西亚首都吉隆坡的消费者对男星代言女性产品广告的态度进行了实验研究。男性为女性产品代言有过许多成功的先例,但课题一旦更换产品领域或者代言地区,就未必能达到预期效果。因此,针对不同的国家和地区投放广告,应该在了解和调查清楚该国政治、经济、文化等领域的基础上,做到差异化投放。

Paralinguistic and Kinesic Codes of Performance： An Intercultural Gilgamesh

This paper examines the directing, acting and rehearsal process in transforming the ancient Babylonian epic Gilgamesh for the stage using performers＇ journals as a means of determining the effect of corporeal non-western styles on actors whose prior experience was almost exclusively in naturalistic and text-based theatre. The introduction of theatrical elements from multiple cultures including puppetry and the masks and techniques of Noh drama created a multi-tiered field for intercultural exchange. While Patrice Pavis＇s hourglass model for the transfer of theatrical material from a source to a target culture may hold true for productions that use linear modes of transmission, translation and incorporation of text, music, costumes and styles, its limitations make it necessary to posit alternative theories that take into account intercultural rehearsal practices, the collaboration of source and target culture and the dynamic interactions that take place through the agency of actor training in the fleshly physical theatre.