An Analysis of Public Service Announcements from the Perspective of At⁃titude in Appraisal System—Take TV PSA of Environmental Protection for Examples

With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude in Appraisal System,trying to find out how ads work by using different kinds of sub-systems in attitude.And the essay will also focus on the proportion of positive and negative meanings,researching the myth of PSA.

The Theme Selection And Language Analysis Of Outdoor Public Service Advertisement In Guangzhou

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.

Research on the influence of the public service advertising appeals to the individual＇s pro-social behavior tendency

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.

The impact of accountability on local officials’behavior in the pandemic prevention and control in China based on utility maximization

Background:The COVID-19 pandemic is a public health crisis and an inspection of national governance systems and crisis response capabilities of countries globally.China has adopted a tough accountability system for officials and has succeeded in containing the spread of the pandemic.This study aimed to assess the impact of accountability on local officials’behavior in the pandemic prevention and control based on the official promotion tournament theory and utility maximization analysis framework.Methods:The panel data of 237 Chinese cities were extracted with local officials’characteristics,confirmed cases,Baidu migration index,Baidu search index according to city names,and data were excluded with local officials’relocation or sub-provincial cities between January 1,2020 and May 5,2020.Promotion gain and accountability cost were constructed by adopting promotion speed indicator,and the research hypotheses were assumed based on the utility maximization.It was the first time to apply the interaction model to empirically investigate the relationship between the promotion speed of local officials and the COVID-19 confirmed cases.Results:Our study showed that the promotion speed of provincial governors and mayors significantly affected the number of confirmed cases(β=−11.615,P<0.01).There was a significant interaction between the promotion speeds of provincial governors and mayors(β=−2594.1,P<0.01),indicating that they had a coordinated effect on the pandemic control.Additionally,mayors with different promotion speeds made a significant difference in controlling the imported cases and those who promoted faster better controlled the imported cases(β=−0.841,P<0.01).Mayors with full-time postgraduate education,titles,and majors in science and engineering had a better effect on controlling the number of confirmed cases.Conclusions:Our study provides evidence that the official accountability system has played an important role in containing the pandemic,which suggests that local officials motivated by the accountability system would respond to the pandemic actively for higher utility.Furthermore,provincial governors and mayors have played a coordinated effect in pandemic control.The above evidences reveal that implementing the official accountability system could improve the government’s emergency management capability and the efficiency of pandemic control.Therefore,adopting a strict accountability system could be effective in pandemic containment globally,especially in centralized countries.

非语言声音在多模态隐喻构建中的机制分析——以Greenpeace公益广告Breathe为例

以Greenpeace的环保公益广告Breathe为语料,探讨非语言声音如何通过转喻激活始源域,冲破语言和文字的阻碍,与由影像转喻激活的目标域通过隐喻映射相互作用,整合概念,构建以转喻为基础的多模态隐喻语篇,有效传递广告信息。

Economically-Driven Partisanship-- Official Advertising and Political Coverage in Mexico： The Case of Morelia

Partisanship and dependence on government support have characterized Mexican media along its history. That is, on the one hand, the journalistic practice has been determined by the alignment towards a political stance. On the other, thanks to the intervention of the state, news outlets---especially newspapers--have survived in an economically difficult environment. Nowadays, the support from the government mainly comes in the form of official advertising, which has become a token to trade revenues for publicity. Therefore, this paper argues that media partisanship in Mexico has shifted from ideological to economic. Based upon a case study conducted in Morelia （the capital city of Michoacan）, this article analyzes the impact of the official advertising on the political information published by the local newspapers.

The Penetration of American Value： American Companies＇ Ads in China

In an information age, soft power and smart power coined by Joseph Nye has captured the imagination of academics and politicians around the world. He distinguishes between soft power as a guiding principle and public diplomacy as an executive practice when he combines soft power with Mark Leonard＇s three principal dimensions of public diplomacy： daily communication, strategic communication and building lasting relationship. Nye views American culture values as an element of soft power and he thinks American companies play an important role in boosting the country＇s soft power. Advertisements have long been the main weapon for American companies to attract other countries＇ consumers and advertise American culture values and way of life. By analyzing American movie trailers, car ads and commercials of fast food chains, this essay wants to present how American companies exert their influence in the field of public diplomacy and transform abstract soft power of culture values and way of life into tangible and visible forces.

The Animal Health Law-Regulation EU 2016/429 and the Future of Food Safety and Free Commerce in Europe

The aim of this study was to analyze the contents of Reg.(EU)No.429/2016,and to assess its role in guaranteeing the efficient application of the disease prevention and control rules into member state.Furthermore,the authors evaluated the impact of the abovementioned Regulation on the legislation on public health and food safety already in force in Europe(Regulations EC No.178/2002,No.882/2004,No.853/2004)and considered the global impact of the new rules on the effective functioning of the internal market.The study pays attention also to the TFEU(treaty of lisbon on the functioning of the European union)procedure to delegate to the commission the power to adopt non-legislative acts of general application that supplement or amend certain non-essential elements of a legislative act.

Analysis of Communication Strategies in the New Media Age

This paper explores how enterprises respond to changes in consumers and make corresponding adjustments in communication strategies in the new media age.The cases of Jiang Xiaobai and Netease Cloud are selected for the present analysis,providing suggestions for communication strategies in the new media age.

A Contrastive Analysis of Interpersonal Function of Public Service Advertising in English and Chinese

This paper adopts Halliday’s systemic functional grammar as the theoretical framework to make a contrastive analysis of the interpersonal meaning of Environmental Protection Public Service Advertising from the perspective of mood and modality.It is found that there are both similarities and differences in the realization of interpersonal meaning in the discourse of both English and Chinese environmental protection public service advertising.In terms of mood,both tend to use declarative,imperative,interrogative mood,among which the declarative mood is the most frequently used,while the imperative mood is the second.In the aspect of modality,the use of modal words in English environmental protection advertising language is more abundant,and it is customary to use modal words with low emotional value to realize interpersonal meaning,while Chinese advertisements prefer more modality words with high emotional value.

Notes for Contributors

The Chinese Journal of Chemical Engineering is the official journal of The Chemical Industry and Engineering Society of China and published by the Chemical Industry Press.The aim of the journal is to develop the international exchange of scientific and technical information in the field of chemical engineering.Submission of Papers All papers will be submitted on line,http://www.cjche.com.cn Conditions of Publication It is a condition of publication that manuscripts submitted to CJChE

Radio-Medicine and Public Health in Rural Ghana

Radio is know-how that comes with low manufacturing costs, and low infrastructure costs and its marginal cost of distribution is very low which is close to zero. This study was conducted to examine the rate at which radios advertise medical services and products;the factors that promote the patronage of radio-medicine and evaluate the effects of radio-medicine on people who patronize it. The study took place at Agogo by interviewing 50 people belonging to 10 different professional groups as follows: Farmers, Drivers, shopkeepers, tailors/seamstresses, teachers, hairdressers, barbers, market women, students and the unemployed. Through SPSS, the data was analyzed and the result indicated that 44.0% listen to radio once a day, 14.0% listen every hour, and 42.0% listen all day. On the reasons for patronizing radio-medicine, 24% bought per testimonies shared from others, 12% said it is easy to patronize, 12.0% do that for affordability and effectiveness, 8.0% said it is good, 4.0% were highly convinced by suppliers, 4.0% patronized because there are no side effects, 12.0% were for just trials, 10.0% said there is no time to go to the hospital, 8.0% did so because they had minor conditions and 6.0% patronized for first aid and relieve of symptoms. In addition, 68.0% agreed that the medicine worked for them as expected but 32.0% agreed that the medicine did not work as expected. It was concluded that most people listen to radio all day and most of them participate, in medicines advertised on the radio, because of testimonies shared by others. Even-though majority of the respondents thought they could be affected they did not care about it. Recommendations have been made to the Ministry of Health to regulate radio-medicine and its patronage and also for further research by research institutions.

Tobacco Control Intervention:A Comparative Multimodal Discourse Analysis of Video Advertisements in China and Australia

Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.

基于WCI的省级公共图书馆微信公众号运营现状与策略

文章运用定量与定性相结合的分析方法,对我国31家省级公共图书馆微信公众号进行网络调研,从整体传播力、篇均传播力、头条传播力和峰值传播力4个维度测算其微信传播力指数(WCI),再结合推文内容综合评价其微信公众号运营状况,提出公共图书馆微信公众号运营策略,即重视推文质量,挖掘地域特色;丰富推文类型,拓宽互动渠道;注重头条建设,增强传播优势。

明代地方公共典礼的庙堂设计

明代地方公共典礼不同于庙堂典礼和庶民礼仪,是指在各府州县乡、都司卫所等地方的公共领域内公开举行的,由地方政府官员主导、官民共同参与的仪式活动。地方公共典礼以仪式展演的方式表达对地方公共事务的关注,于润物无声中指向地方社会秩序的建构。明代的官方礼书、典制类史籍,以及大量官箴书中关于地方公共典礼的集中记载,展现了庙堂设计视角下公共典礼的形成及其内容。具体来讲主要包含3类:一类是官署公式,包括新官到任典礼、朝廷遣使各处开读诏敕典礼、进春鞭春仪、庆典朝贺仪与进表笺仪、日月食救护仪;一类是崇教化类礼仪,包括庙学释奠、释菜与行香礼,以及乡饮酒礼、乡射礼;一类是公共祀典,主要指各级各类坛庙祭祀。这些典礼仪式举行于开放的公共空间,以地方公共事务为内容,体现了地方社会的公共权力,推进了地方公共礼仪文化的形成。对明代地方公共典礼的研究,是理解明代地方社会礼仪秩序建构的重要内容。

面向舆论场的网络舆情传播模型建模与仿真

为探析民间舆论场与官方舆论场的交互机理以及其对网络舆情时空传播的影响,并基于理论分析指导信息安全治理实践。根据两个舆论场的交互关系与舆情传播特点,提出了基于双层网络的网络舆情传播模型,重点研究了两个舆论场交互对网络舆情的传播影响。首先求解出了模型的传播阈值R0,并基于R0分析了舆情传播的平衡点;其次,根据Routh-hurwitz和Lyapunov理论分析了模型在平衡点处的稳定性;最后,对两个舆论场不同互动情景下网络舆情的传播进行了仿真分析。实验表明,模型接近于现实系统并能够较真实地模拟舆情在现实网络空间中的时空传播规律,为两个舆论场的融合发展以及网络舆情引导研究提供了思路。

公文传播:从传播行为到一门交叉学科的诞生

公文有着悠久的历史,公文的传播从先秦开始伴随朝代的演进而不断走向成熟,直至发展到如今电子信息时代的电子公文。随着计算机网络的不断演进,公文传阅系统在政府系统、企业得到广泛应用。国内公文传播的学术研究起步相对较晚,由于公文学术地位不高,学科发展受限,公文写作与传播的研究难以跟上时代步伐。从公文传播史、公文传播的“学术化”进路与公文传播的“学科化”型构三方面,结合自身对该领域的研究与发现,对公文传播学的学术发展进行深入剖析,旨在为公文传播学的学术进路奠定深厚基石。

环保公益广告诉求对不同社会经济地位受众亲环境行为意向的影响

为探讨广告受众与不同诉求类型的公益广告之间能否形成有效匹配,通过情景启动法操纵180名被试的主观社会经济地位,采用3(广告诉求:理性、感性、无)×2(主观社会经济地位:高、低)被试间实验设计,探究环保公益广告诉求和社会经济地位对亲环境行为意向的影响。结果发现:低社会经济地位的个体观看理性和感性环保公益广告均能显著提升其亲环境行为意向,而高社会经济地位者仅在公域亲环境行为意向这一维度上发现了感性环保公益广告的显著提升效果。研究结果从公益广告诉求类型出发,引入大众传媒的作用,为促进人们的亲环境行为提供了新的应用路径。

新型农村集体经济发展、公共品供给与乡村干群关系

基于中国劳动力动态调查数据,运用有序Logit模型,实证检验新型农村集体经济发展对乡村干群关系的影响及其作用机制。结果表明:新型农村集体经济发展能够显著改善乡村干群关系,公共品供给增加是新型农村集体经济发展改善乡村干群关系的重要机制。其中,生产型公共品供给和生活型公共品供给增加均在新型农村集体经济发展改善乡村干群关系中发挥重要机制作用。进一步研究发现,新型农村集体经济发展对乡村干群关系的改善效应在宗族文化强的村庄和村主任有管理经验的村庄更强。因此,改善乡村干群关系,应大力发展壮大新型农村集体经济,构建兼顾高效与公平的利益分配机制,鼓励以多元路径提供多样化的乡村公共品,以重塑村落共同体并增强村庄凝聚力。

论官员直播带货的法律困境与破解之策

官员直播带货是互联网时代官员履行发展地区经济职责、优化政府服务的创新之举。然而,政务服务的创新诱发了诸多法律问题,将直播带货这一商业活动嵌入公务行为尚处法律灰色地带,官员介入商品市场存在限制竞争风险,相关的实体与程序规则也存在欠缺。考虑到官员身份特殊且政府公信力有限,官员直播带货应被有限允许,并通过专门的规范性文件加以约束。在具体规范方面,需制定启动规则化解限制竞争风险,完善广告义务与责任保护消费者权益,设计程序规则约束官员权力,确保官员直播带货活动的合法、公正与透明。