熟语活用雏议

熟语一般是以现成的形式或固定意义在言语中重现。本文主要是从语言实践的需要是多方面的,是不断变化的这一点出发,说明一些熟语为了适应社会生活的需要或为了加强语言表达效果,超出其传统的形式或内容而活用的问题。本文关于熟语的活用问题,着重从逐渐消亡,意义的变化转化、扩大,形式上的一些变化等几方面进行阐述。     

试论消极修辞手段在广告语言中的运用

丰富多彩的消极修辞手段的运用,对于广告的成功起着决定性的作用。广告语言是一种诉诸听觉的语言,语音形式的选择加工是广告语言所需要处理的首要问题。相同、相近的音节结构或相同、相近的韵母的使用,洪音、细音的调配,相同音节结构的重叠等等是广告语言语音形式加工的主要内容。成功的广告语言无不重视词语的精当运用。词语的选用既体现在同义词语的抉择上,也体现在多义词语、同音词语的选用上。广告语言往往以超乎寻常语法规范的形式来运作,突破语法规范主要表现在词语的超常配搭、拓展词的语法功能和句式的变化三个方面。汉语言永远是中国广告最肥沃的土壤。     

从关联理论看广告英语中的修辞手法

作为英语广告主要载体的广告英语,因其所具有的特殊效用,业已逐渐发展成为一种非规范化的专用语言,遣词造句与普通英语也有许多差异。本文通过对一些广告英语中常用的修辞手法进行分析,并结合关联理论探讨了广告英语中修辞手法的特性和语用效果。     

文献语言、教学语言及其转化——《毛泽东思想和中国特色社会主义理论体系概论》教材引用文献语言风格分析

《毛泽东思想和中国特色社会主义理论体系概论》教材是语言形式与思想内容的辩证统一体,尤其是引用文献对教材内容起到了画龙点睛的作用。但是,经典作家所处的时代背景、知识结构与行事风格等方面的差异使教材的引用文献呈现出文学语言、生活语言、文件语言三种语言风格。文学语言和生活语言类引用文献能够增强教材的可读性与感染力,文件语言类引用文献能够激发学生对知识点的发散性追问与求实性探究。教师需要在教学准备中将这些文献语言转化为生动、具体的教学语言,才能充分发挥引用文献对教学的辅助作用。     

俄汉熟语的文化空缺现象

语言是一个多维度多层次的综合系统。熟语作为介于词组和句子之间的语言单位,其研究价值不言而喻,它能反映一个民族的文化,也更能反映社会历史的发展变迁,具有很强的代表性。空缺现象是语言与文化研究中的一个重要课题,在跨文化交际中大量存在。本文把空缺理论引入俄汉熟语对比研究中,旨在深刻剖析不同语言体系不同文化中存在的民族差异成分,从而为跨文化交际提供媒介,消除空缺,架起一座沟通的桥梁。     

广告语言研究现存问题与发展方向

中国广告语言研究已经走过了二十多年的历程。本文在梳理、分析和概括近年来广告语言研究状况的基础上,探讨、分析广告语言研究的现存问题及产生这些问题的主要原因,并对广告语言研究未来的发展方向提出一些建议和意见。     

广告口号的语言诉求

广告口号是广告中长期反复使用的一种简明扼要的口号性语句，通过语言这一物化形式表现出来。在广告口号的创作中，语言的诉求占有很重要的位置。在广告口号的创作中应注重语言的效果，使之既精确凝练、又独具特色，既生动优美、又通俗易懂。     

论广告创意的语言逻辑

广告创意可分为境界定位和表达艺术两大功能。境界定位是思维、思路、思想的展示,是广告创意的核心;表达艺术是运用语言、图像等准确、恰当、形象地表达出境界定位,更是语言等功力的彰显。广告是带有明显功利性和实用性的宣传媒介,其首要目的是推销产品,用精到、特别而有吸引力的广告语言深挖其核心产品、形式产品和附加产品,才能使产品内涵得以展示;广告传播的对象是消费者,针对消费者心理进行创意的广告语言才能有的放矢,促使消费行为的实现;在当今社会文化背景下,人们对产品的选择成为一种对自身生存方式、身份地位、社会形象的确认。因此,展示语言魅力、演绎产品价值,塑造鲜明独特的广告形象,将会大获成功。     

谚语和汉民族价值观

语言是文化的载体。在语言的诸多要素中，语汇最能反映文化的内容。和成语、歇后语、惯用语等熟语一样．谚语正是汉语语汇中不可缺少的组成部分。它数量庞大，语言精炼，内容丰富，几乎涉及到人类社会文明的各个领域，全面地反映了汉族人民的生产和生活经验，以及汉民族传统的价值观、道德观和处世哲学，处处闪耀着民族智慧的火花，成为汉民族文化遗产中的一笔宝贵的财富，为我们研究语言事实中蕴含的文化内涵提供了丰富的素材。（－）汉语谚语和传统道德观任何民族都有其维系社会秩序的精神支柱——伦理道德，伦理道德观对整个社会都具有深…     

基于面子理论的广告语分析

面子理论作为礼貌原则里最重要的实践方法,对处理人际关系达到最佳交际效果有很大的指导作用。广告在某种程度上是威胁消费者面子的行为,本文主要是从面子理论对广告这种面子威胁行为进行分析,提供了分析广告语言的新视角。     

广告语在公益广告中的巧妙运用与策略

公益广告是为公众事业、公益利益提供传播服务的。公益广告的文字语言和画面一起共同承载着公益广告传播的重任。公益广告的语言表达是公益广告创意环节中的前期工作,是整则广告创意的指导思想和灵魂。在公益广告的创意过程中不要顾此失彼,在注重视觉冲击力的同时,也要重视广告语的巧妙运用,以全面取得公益广告传播的最佳效果。     

以先进效益观促进广告效益——企业广告与企业传播比较研究

以广告和传播理论以及先进效益观为指导,结合小企业实际,对企业广告与企业传播进行比较研究,得出企业传播更具优越性的结论,在此基础上探索以先进效益观革新广告观,利用企业传播的优势并按企业传播策略整合广告内容,把企业广告和企业传播相结合提高企业广告效益的途径与方法。     

试论网络广告的传播优势

网络广告借助数字化技术 ,对传统的广告媒体进行了重组和创新。作为全新的媒体 ,它否定并抛弃了传统广告所具有的强制性 ,突显了自由与开放的信息传播方式 ,其信息反馈的即时性是以往任何传统广告所不能比拟的。网络广告的传播优势集中体现在受众的国际广泛性、信息交互的反馈性、投放目标的针对性、信息的自愿选择性和时空的延续性。     

Missing ingredients in political advertising: The right formula for political sophistication and candidate credibility

An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political sophistication and the degree of candidate credibility. The results indicate that a voter's political sophistication may result in bidirectional effects on the impact of advertising tone. Candidate credibility determines the direction of these effects. When voters face a candidate with high credibility, the influences of negative advertising and comparative advertising decrease but the effects of positive advertising are accentuated as a voter's political sophistication increases. The outcomes are reversed when voters face a candidate with low credibility. The paper concludes by discussing the implications of advertising tactics in election campaigns.     

广告作品著作权保护的反思与构建

广告作品的构成在分类上满足了著作权法要求的作品特征,但是,即使面对比较严重的广告作品侵权现象,由于目前著作权法对作品的保护期限较长,而且广告作品具有不同于其他作品的创作激励,使对广告作品提供严格的著作权保护可能是非效率的。     

广告传播流程及其元素分析

针对广告传播流程及其广告信源、信息和受众等元素的特性 ,运用大众传播学和视知觉心理学的基本理论 ,进行客观而深层地分析 ,研究广告作为一种特殊的大众化传播的基本模式 ,广告活动的科学实施以及使其获得传播效应最大化的可能性     

The relationship between gambling accessibility and Hong Kong people's participation in gambling activities

Prior foreign research showed significant positive relationship between geographical accessibility, gambling advertising and gambling behaviors. This paper, using data from two studies, describes and discusses the change in prevalence of gambling in Hong Kong with the liberalization of gambling activities in Macau. Results mirror the findings of foreign studies. Analysis showed that the groups who indicated that they were mostly influenced by the increased number of Macau casinos and gambling advertising were those aged 20–39, those with tertiary or above education, and the problem and pathological gamblers. Policy makers and gaming operators' effort to implement responsible gambling policies to prevent gambling addiction are discussed.     

Touching Consumers,engaging the Senses in Consumption

ABSTRACT

For years, the Campbell's Soup Company advertised their brand of soup through a message of “Mmm, Mmm, Good.” This slogan reached mass audiences primarily through visual and auditory media messages of television and print. Campbell's recently switched to a new form of advertising to consumers through an IAd application. The format works through Apple iPhones by first showing an interactive ad teaser, “You're getting warmer,” then when clicked through asks consumers to download cooking applications individually to their iPhones. This shift represents a change in appealing to consumers' senses and social sensibilities. The former media approach appealed to a rational social sensibility and mass audiences of eating soup at home as an enjoyment shared with others. The latter iAd slogan and iPhones media approach appeals to a more tactile sense and individualistic sensibility. This article explores the particular confluence of social, sensory, and media factors that intersect with a marketed food brand, and discusses its implications for the way manufacturers mix and blend new sensory messages and mobile media channels to appeal to a new sensibility in people's changing eating habits.     

Your lying,incompetent and selfish member of Congress: Cynical appeals in U.S. Senate advertising

Scholars still do not fully understand what activates cynicism in citizens. Although many expect that negative campaigning contributes to this, no consistent evidence has been found. This research introduces a new measure of appeals to cynicism that expands the commonly used positive–negative taxonomy of tone in advertising. Through a content analyses of more than 600 political advertisements aired during U.S. Senate elections, we identify the extent to which candidates use cynical appeals and the conditions under which these are used. We find that appeals to cynicism are common, are distinct from negative appeals, and that most often, ad sponsors target opponents with cynical appeals, describing them as selfish, dishonest and incompetent. Cynicism appears to be a central part of American campaign rhetoric, used by all sorts of candidates, regardless of party, in many different situations. The prevalence of appeals to cynicism may help explain rising cynicism among the public.