Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above....Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above. The awareness of the 16 ads. ranged from 18 to 80 percent with an average 43.5 percent. The layouts of the two subway ads. received highest awareness were focused and had a clear distinction between foreground and background. Average ad awareness was comparable to that reported in two similar studies of subway ads. conducted in the 1990s. Average ad awareness of subway ads. was higher than that of outdoor advertising measured using similar methodology in 2010s. Respondents demonstrated positive attitudes toward subway advertising, and reported that subway ads. that drew their attention were those with creative ideas, vivid colors, and large-than-life size execution.展开更多
This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points t...This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points to 5,000 people found as consumers and engaged as facebook friends of Mie Jupe Jombang. Using purposive sampling technique, 100 respondents are collected as the total sample of this study. They are scattered in Jombang regency and engaged with Mie Jupe Jombang＇s Facebook account as friends that apparently seems to advertise Mie Jupe Jombang. This study uses descriptive analysis method with EPIC model （Empathy, Persuation, Impact, and Communication）. The result of analysis shows that the variables of EPIC Model （Empathy, Persuation, Impact and Communication） are found quite effective. Overall, this fmding concludes that the advertising of Mie Jupe Jombang is quite effective.展开更多
Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the...Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the awareness of outdoor ads and to provide insight into effective advertising that target tourists. Pedestrians intercepted in downtown Hong Kong were surveyed using a questionnaire and quota sampling. They were presented with images of seven outdoor advertisements currently displayed in the neighborhood and their recall and impressions of the ads were surveyed. The survey sampled 465 local residents and tourists aged 15 and above. Among the tourists, the awareness of the seven ads ranged from 19 to 49 percent with an average 30 percent. They displayed more positive perceptions of outdoor advertising than the locals, but had lower awareness. Practical suggestions for outdoor advertisers targeting tourists are proposed.展开更多
This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to a...This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to appreciate the charm of English.展开更多
The most important target of advertisement rhetoric is its aesthetic effect and persuasive force.In order to get this aim,the advertisement usually resorts to the rhetoric devices.This paper firstly gives an introduct...The most important target of advertisement rhetoric is its aesthetic effect and persuasive force.In order to get this aim,the advertisement usually resorts to the rhetoric devices.This paper firstly gives an introduction to the English advertisement,and then it supplies a detailed discussion of some principal rhetorical devices used in English advertisements,that is: parallelism,repetition,pun,irony,parody,figure of speech,creating speech,rhyming and contrast.By using these rhetorical devices and the carefully-chosen words and well-balanced sentences,the advertising words are colorful and have a powerful strength of persuasion.展开更多
The present thesis studies the use of extreme words in English advertising slogans.Altogether 152 slogans are collected containing extreme words.It is noticed that superlative forms are the most favourite extreme word...The present thesis studies the use of extreme words in English advertising slogans.Altogether 152 slogans are collected containing extreme words.It is noticed that superlative forms are the most favourite extreme words in the advertising slogans.The pragmatic effects of these words are analyzed from the perspective of the Cooperative Principle Theory.It is found that almost slogans with these extreme words definitely violates quality maxim.Basing on the flouting of quality maxim in the slogans,the rest of maxims violate more frequently to achieve various outcomes.展开更多
文摘Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above. The awareness of the 16 ads. ranged from 18 to 80 percent with an average 43.5 percent. The layouts of the two subway ads. received highest awareness were focused and had a clear distinction between foreground and background. Average ad awareness was comparable to that reported in two similar studies of subway ads. conducted in the 1990s. Average ad awareness of subway ads. was higher than that of outdoor advertising measured using similar methodology in 2010s. Respondents demonstrated positive attitudes toward subway advertising, and reported that subway ads. that drew their attention were those with creative ideas, vivid colors, and large-than-life size execution.
文摘This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points to 5,000 people found as consumers and engaged as facebook friends of Mie Jupe Jombang. Using purposive sampling technique, 100 respondents are collected as the total sample of this study. They are scattered in Jombang regency and engaged with Mie Jupe Jombang＇s Facebook account as friends that apparently seems to advertise Mie Jupe Jombang. This study uses descriptive analysis method with EPIC model （Empathy, Persuation, Impact, and Communication）. The result of analysis shows that the variables of EPIC Model （Empathy, Persuation, Impact and Communication） are found quite effective. Overall, this fmding concludes that the advertising of Mie Jupe Jombang is quite effective.
文摘Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the awareness of outdoor ads and to provide insight into effective advertising that target tourists. Pedestrians intercepted in downtown Hong Kong were surveyed using a questionnaire and quota sampling. They were presented with images of seven outdoor advertisements currently displayed in the neighborhood and their recall and impressions of the ads were surveyed. The survey sampled 465 local residents and tourists aged 15 and above. Among the tourists, the awareness of the seven ads ranged from 19 to 49 percent with an average 30 percent. They displayed more positive perceptions of outdoor advertising than the locals, but had lower awareness. Practical suggestions for outdoor advertisers targeting tourists are proposed.
文摘This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to appreciate the charm of English.
文摘The most important target of advertisement rhetoric is its aesthetic effect and persuasive force.In order to get this aim,the advertisement usually resorts to the rhetoric devices.This paper firstly gives an introduction to the English advertisement,and then it supplies a detailed discussion of some principal rhetorical devices used in English advertisements,that is: parallelism,repetition,pun,irony,parody,figure of speech,creating speech,rhyming and contrast.By using these rhetorical devices and the carefully-chosen words and well-balanced sentences,the advertising words are colorful and have a powerful strength of persuasion.
文摘The present thesis studies the use of extreme words in English advertising slogans.Altogether 152 slogans are collected containing extreme words.It is noticed that superlative forms are the most favourite extreme words in the advertising slogans.The pragmatic effects of these words are analyzed from the perspective of the Cooperative Principle Theory.It is found that almost slogans with these extreme words definitely violates quality maxim.Basing on the flouting of quality maxim in the slogans,the rest of maxims violate more frequently to achieve various outcomes.
