显赫范畴理论视角下英汉广告语对比分析

英语广告语多利用词缀,名词词组及单句,简短明了;汉语广告语则多用动词词组,复句及话题结构。两种语言的显赫范畴差异是两者广告语差异的主要动因。     

A Review of Laura S. Young's Bookbinding & Conservation by Hand: A Working Guide

Abstract

University librarians in China face many of the same challenges related to serials management that confront librarians in the United States. The authors discuss the importance for librarians in the United States, especially those working with serials, to establish and build ties with librarians in other countries, such as China. Benefits of an exchange could include sharing information about best practices, exchange of serial materials, and working together on mutually advantageous projects. Acknowledging the growing interest in international library exchange programs, the authors relate their own institution's efforts to build international ties with Fudan University in Shanghai, China, and Shaanxi Normal University in Xi'an, China. In establishing these ties, the authors have traveled to China and interviewed librarians about serials acquisition, processing, and management.     

A novel approach for evaluating programs designed to serve military veterans: Using an adapted common components analysis

Evaluators are challenged to keep pace with the vast array of Veteran support programs operating in the United States, resulting in a situation in which many programs lack any evidence of impact. Due to this lack of evidence, there is no efficient way to suggest which programs are most effective in helping Veterans in need of support. One potential solution to this dilemma is to reconceptualize program evaluation, by moving away from evaluating programs individually to evaluating what is common across programs. The Common Components Analysis (CCA) is one such technique that aggregates findings from programs that have undergone rigorous evaluation at the level of program components (e.g., content, process, barrier reduction). Given that many Veteran programs lack outcome evidence from rigorous studies, an adaptation to CCA is needed. This report examines cross-sectional data from a pilot study using an adapted CCA across five domains of well-being (i.e., employment, education, legal/financial/housing, mental/physical health, and social/personal relationships). The purpose of this preliminary study is to determine the feasibility of eliciting program nominations and program components from Veterans via an online survey. When coupled with a longitudinal research design, this adaptation to CCA will allow for stronger causal claims about the expected impact of different program components within and across a variety of domains.     

美国“三重奏”大学生帮扶项目的实施、效果与启示

自1965年起,美国联邦政府逐渐建立起“三重奏”大学生帮扶项目体系,可视为是对以家庭第一代大学生为代表的低社会经济地位青年文化资本和社会资本储备不足问题的回应。作为该项目体系的三个初始子项目,“攀登极限”“人才发掘”“学生支持服务”主要通过提供学业辅导,帮助准备入学考试,提供各类资助信息并协助学生完成申请程序,提供参与文化活动机会等方式发挥作用。研究表明,“三重奏”体系有效提升了参与学生的录取率、保留率和毕业率。为进一步推进中国高等教育公平,借鉴美国经验,我们应重视对家庭第一代大学生的非经济支持,前置其介入时间并保持连续性,并注意发挥高等学校的主导性作用。     

Parental advice to preadolescent bystanders about how to intervene during bullying differs by form of bullying

The current study examined parental advice given to fourth‐ and fifth‐grade preadolescents who imagined being bystanders to different forms of bullying (physical, verbal, property attack, social manipulation, exclusion). We assessed the frequency with which parents advised youth to follow specific intervention strategies (stop the bully, help/comfort the victim, tell adults), and we tested whether the frequency by which parents provided each kind of advice varied by the form of bullying described. One hundred and six fourth‐ and fifth‐grade preadolescents completed an interaction in which their parent gave them advice about how to respond if they were bystanders to five hypothetical bullying situations. Each situation described a different form of bullying. Across forms of bullying, parents most frequently told bystander children to intervene by telling an adult. However, advice differed based on the form of bullying presented. Parents most frequently advised children to “tell an adult” in response to physical bullying or property attacks, most frequently advised children to “help/comfort victims” in response to social exclusion and physical attacks, and most frequently advised children to “stop the bully” in response to verbal and social manipulation bullying.     

公益广告叙事及其在校园的应用

自从有了人类历史就有了叙事。叙事是人与人之间传递信息、交流沟通的一种有效方式。公益广告是对社会公众道德观念、社会主流价值观和行为规范宣传,以提高社会公众的综合素质,形成良好社会风尚的传播方式。把叙事与公益广告相结合,有利于社会公众自觉接受道德观念,达到增强宣传效果的目的。目前,许多学校采用公益广告的形式,对学生进行隐性地思想道德教育,校园公益广告已经成为校园文化和精神文明建设的重要体现。但是,校园公益广告在主题内容、形式设计等方面有待提高。把叙事融入到校园公益广告中,把道德观念与情感、审美相结合,为学生培养道德素养、提高道德认知提供新方法。     

20世纪中国广告学理论的发展

广告学在中国是一门新兴的边缘学科。本世纪２０ 年代开始,我国已有少量广告学的研究及教学活动。此后由于社会经济条件的限制,广告学科在旧中国并没有自己生存的土壤。新中国成立后,计划经济体制限制了广告学的发展。改革开放的春风,使中国的广告学理论研究呈现出勃勃生机,有关重大理论问题的探索和研究,为我国广告事业的发展以及广告人才的培养奠定了基础,并极大地提升了广告业的整体水平。我国广告学理论研究从无到有,在很短的时间内形成自己的理论体系,为市场经济发展壮大注入了活力,并逐步与国际广告界接轨。     

网络广告语言的语法与语用特征

网络广告在语言运用上基本能遵循现代汉语语法规则,节奏可快可慢,字节从一字到十字均有;文字间加入数字或英语字母甚至网络词汇,口语化现象突出;句子以单句、复句、长句、短句、主动句等为主,大量使用动词和主动句;标题准确、醒目、生动,兼顾高雅,雅俗共赏,产生语言的美感,能更好地传播广告对象及其品牌信息。     

电视栏目的独立视角与平民化诉求

由民生新闻带动的社会民生类节目,以其百姓的立场与视角、平民化的叙述方式,在日趋白热化的电视节目竞争中占得一席之地。然而,平民化中的＂低＂视角、＂浅＂内涵、＂俗＂文化,也把社会民生类节目引向低俗化,这一部分归因于节目本身在选题内容、表达方式、监督职能与互动设置上的过失性＂越位＂与蓄意性＂反越位＂,更深层次地归因于媒体追逐经济利益与满足受众低俗趣味的双重机制,致使社会民生类节目游走在平民化与低俗化之间。     

基于三方博弈模型的网络交易平台收费机制研究

网络交易平台因向消费者提供商品信息而发展壮大,但学界对其收费机制仍缺乏系统认识。本文通过建立三方博弈模型,分析了网络交易平台、厂商与消费者的市场作用与相互关系。结果表明,因为消费者处理信息的能力有限,所以由网络交易平台为其加工信息并获得盈利。其中,将优先展示席位拍卖给厂商是实现盈利的重要形式,因为展示席位的收费与消费者自行获得商品信息的成本有关,所以网购市场上服装类商品逐渐代替图书类商品。另外,随着消费者愿意网购更昂贵的商品,交易平台与厂商的合作趋于稳定,获得信息成本较高的商品被挤出市场,因此消费者网购中品牌商品逐渐代替个人出售的非品牌商品。