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。     

论广告传播对流行文化的影响

近年来,关于广告传播之人文意义的研究成为热点话题。本文分别以一部电影的名字作为小标题,借用电影所表现的思想内容来传达文章理念。从“广告传播对流行文化的积极作用和负面影响”来探讨广告传播与流行文化之间的辩证关系.透过传播学之“培养”理论,特别强调了广告传播通过营造“拟态环境”对社会思潮、消费文化和消费心理的影响,揭示广告传播与流行文化的关系。     

浅论广告传播中负面效应的主要表现

广告传播中的负面效应,已越来越引起有识之士的关注和忧虑。本文对广告传播中负面效应的主要表现进行了阐述和分析,并提出广告的文化批评概念,指出文化批评在广告管理体系中的地位和作用,将文化批评纳入到广告管理体系之中。     

网络媒体的文化属性及对广告传播的影响

网络媒体框架下的广告传播与大众媒体框架下的广告传播存在着重要差异。在网络媒体的范式之下,由于它的自主性和互动性的社会特性,在传播中,公众被赋予了更大的自主权和自由力,公众的个性化特征得到大大提升,他们不仅是信息的接受者,同时也成为信息的传播者。在这样一种文化属性之下的广告传播,必须以尊重公众的自主权利和个性自由为前提。     

天下看点

巴基斯坦：禁止传播避孕套广告 一则南超模主演的避孕套广告激怒了巴基斯坦政府。近日，巴基斯坦电子媒体监管局宣布，禁止此类广告在媒体中传播。政府禁令中称．此类广告“下流、有伤风化”，是对本国文化和宗教信仰的人不敬。该广告同时也招致了许多巴基斯坦民众的批评。这一禁令引来部分闭际评论人士的批评，被指为“倒退”行为。报道称，该则广告来自一家非盈利组织，旨在帮助当地家庭预防艾滋病。     

谈商业广告中存在的道德问题

广告是市场经济的产物,在激烈的市场竞争中企业为促进产品的销售,或是为了提升自己的企业形象就必须借助于广告宣传。但是任何事情都有两面性,当广告产生正面作用,指导人们的消费,传播新文化,塑造健康的生活方式,促进经济发展的同时也对社会产生了一些消极的影响。本文主要探讨了广告对道德负面影响的表现、成因及其规范措施。     

新文学广告的价值

新文学广告见证了新文学发展的历史,具有多方面的价值。它不仅促进了新文学作家和作品的传播,而且提供了许多有研究价值的原始文献和版本信息,更是现代书刊广告的经典范本。     

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。     

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。     

公益广告创意探胜

公益广告是为公益活动、公益事业提供传播服务的。它是以推广有利于社会的道德观念、行为规范和思想意识为目的的广告传播活动 ,是促进社会主义精神文明建设的工具。公益广告的创意与商业广告相比既有相同之处 ,又有其自身的独特视点 ,针对主题性公益广告创意着眼点的分析及对受众接受公益广告的心态的研究 ,以此揭示公益广告创意成功的奥妙     

试论网络群体性事件中个人信息的滥用与救济

在互联网时代,网络的开放性和匿名性促进了信息发布的繁荣与泛滥,每一个人既可能是信息滥用的始作俑者,又可能是信息滥用的受害者。网络群体性事件是个人信息滥用的重灾区,在程度上可以区分为递进的三级,即对正式发布文本中个人信息的集成;挖掘并发布当事人的日常生活隐私;将当事人的真实信息与虚构和想象结合在一起,以抹黑当事人。针对网络群体性事件中个人信息日益严重的滥用,需要强化互联网个人信息发布规则,建立针对个人信息滥用的纠正机制,强化快速而有力的司法救济措施。     

当前理论宣传之学理与实践省思

当下推进理论宣传应把重点放在传者、信息、媒介这三个环节。理论宣传的传者包括研究者和宣传者两大类：对于研究者,当务之急是潜心研究真问题,特别是研究马克思主义中国化的真问题;对于多数宣传者,当前的根本问题是能否与时俱进,践行以受者为中心的理念,走出“子弹论”误区。理论宣传应避免脱离实际的“假大空”,理论文章不能无理论,理论涉及的领域或专业也不能过于狭小。理论宣传必须与理论的实际、生活的实际和受众的实际紧密结合。就理论宣传的媒介研究而言,要区别且有针对性地使用传统媒介,积极开发利用新媒介,推动传统媒介与新媒介的合理高效互动。     

Allocating limited health care resources – the tragedy of patient relations with the mass media

The allocation of limited resources for social welfare purposes, including health care, may be distorted by publicity in the mass media. Acting on behalf of a personified welfare customer, the results of the media coverage may instead be distortions in the distribution of resources. An actual case and stylized examples are used to indicate that the willingness to pay for health care depends on the distance between customer and decision-maker. The role of the mass media in serious medical treatment decisions is then discussed.     

Analysis of Blogs,Forums, and Social Networks

It is impossible to imagine the contemporary Internet without social media. Government agents, commercial, state, and social organizations, the opposition, and other citizens use social media as a giant turbine. Unfortunately, this turbine can also be used to spread disinformation as well as hostile propaganda on a mass scale. In this article we show how vulnerable social media are to infiltration by botnets with the goal of launching information attacks.     

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.     

Radio and Advertising in Colombia

Over the last few decades radio has becomeone of the primary means of mass communication in Latin America, able to reach euen the remotest rural populations because of the transistor. Colombia, where ninety-one percent of the homes in the seven largest cities have at least one radio, has also been heavily impacted by this modern technological phenomenon, Elssy Bonilla de Ramos focuses on radio advertising as a means of characterizing the relationship between radio and the Colombian economic sector. She argues that private companies who own most of the country's stations and networks influence programming and advertising in order to widely promote products which they produce. She believes that in many cases these products are not necessary to the consumers'well-being but are advertised in a way to make them more desirable. The authorgives a brief history of commercial radio in Colombia during the last fifty years, stating that early in its development programming underwent significant changes in order to capture an expanded audience. Comedy, sports, news, soap operas, classical and popular music, and quiz shows soon dominated the airways to the exclusion of programming that could play a role in the political, social and economic development of the country. She contends that industries that owned radio were intent on training for consumption and she uses a week's sample of programming and advertising to illustrate her point.     

公共话语的演变与危机

对于公共性的讨论亟须立足于文明传统内在机理的观察和反思。中国传统中的公共意识和精神以天人秩序和三代典范为基线,并于近世见证了公共话语的兴起与公共理念的成型。共治宪制（公法、公论）与社会治理形成了这一过程的实践语境,以理学为代表的近世儒学扮演了关键角色。近世公共话语在现代经历了复杂的转型,同时也显露出内在危机,这也成为反思与推进公共性讨论的重要缘由。