普通高校体育课程的社会化取向

体育与健康课程在课程的目标、内容、方法、组织、评价等方面受到社会上各种因素的影响与制约。从这一意义上讲,体育与健康课程的改革与发展不能脱离社会的发展与需要。普通高校的体育教育应该更新观念,创新思维,对现有的高校体育教育模式进行改革,进一步拓宽体育课程的内涵,使学校体育课程教学向健康与社会化方向发展,以适应面向未来的人才培养的需要。     

化妆品广告语的语用分析——从言语行为理论及礼貌原则谈化妆品广告语

在指令行为和承诺行为中,策略原则的作用最为显著,也最为有效,与其平行的宽宏准则的作用则明显较弱。同时,在表述行为和表情行为中,赞扬准则、谦虚准则的使用较为普遍。对于表述行为,赞同准则和同情准则也在其中得到了不同程度的应用。分析表明,化妆品广告语,总是在遵循以上的分类标准和礼貌准则的同时,试图运用更多的手段,在迎合消费者的同时,达到销售商品的目的。     

对虚假广告行为的规制

在我国,虚假广告已成公害,造成这种状况的原因之一是我国有关广告的现行立法存在缺陷。为有效遏止虚假广告行为,切实保护消费者的合法权益,维护市场主体的公平竞争,借鉴国外立法例,我国应明确界定虚假广告的法律概念,改革广告审查制度,加大对虚假广告行为的处罚力度,并注意立法的协调性和统一性。     

西方现代派艺术与广告——由西方现代派美术引出的对广告的思考

通过对西方现代派艺术的特征,包括重时代性、重传承性、重个性、重创造性来思考当代中国广告的发展,以及从西方现代派艺术的派别来分析当代广告派别发展的必要性。     

浅析歧义在英语广告语篇中的文体价值

歧义作为一种语言现象在任何语言中都存在。造成歧义的原因有很多，其中语言的局限性、心理因素和传播因素是最主要的三个原因。尽管歧义有其消极的一面，但也不能否定它的积极作用。在英语广告中对歧义的广泛利用就是对其积极作用的肯定。本文从词汇、结构以及双关的角度分析了英语广告文体中的歧义及其文体价值。     

概念复合理论对广告语中汉语熟语翻新的认知阐释

运用Fauconnier和Turner等人提出的概念复合理论和概念整合网络,从认知的层面对广告语中汉语熟语创新使用的意义构建进行分析。旨在说明概念的合成是一种具有普遍性的认知活动,具有极强的认知阐释力。并且通过分析证明广告语中汉语熟语创新使用的意义构建可以从认知的角度运用复合理论来阐释,为广告熟语创新使用的研究提供一种新的研究角度和方法。     

Gender-based health interventions in the United States: An overview of the coalition for healthier community initiative

Health disparities by gender constitute an important yet often overlooked aspect of health around the globe. Within the United States, there is both a paucity of research as well as planned programs that take into account how socio-cultural roles and expectations for men and women may differentially affect symptoms, access to care, and treatment. Viewing women's health exclusively as a function of sex (i.e., biological) differences represents a narrow understanding that does not fully explain gaps in health disparities between men and women. In September 2010, the U.S. Department of Health and Human Services (DHHS) launched a national initiative entitled the Coalition for a Healthier Community (CHC) to employ a gender-based framework in several urban, suburban and rural communities across the nation. The Office on Women's Health (OWH) within the DHHS funded 10 coalitions to ultimately improve the health of women and girls utilizing a gender-based approach. This article provides an overview of the initiative and the focus of the special issue.     

近代英美烟草公司在华广告本土化战略初探

英美烟公司是近代在中国烟草市场垄断多年的外资企业,在近半个世纪的生产经营中,这个公司的产品一直占中国卷烟市场总销售量的50%-80%左右,究其原因,其最突出的一点就是广告传播本土化战略的运用。文章从这一点入手,分析其实施此战略的原因、表现及效果,以期让我们更清楚地看出近代国外资本对中国进行经济掠夺的手段,并对今天我国企业学习西方的广告传播战略有所借鉴。     

Marketing the Damaged Self: The Construction of Identity in Advertisements Directed Towards People with HIV/AIDS

This paper explores the identities projected in advertisements directed towards HIV positive individuals and people with AIDS. Fifty such advertisements were collected from three popular American magazines for gay men over a period of seven months. Analysis of the ads reveals a paradoxical presentation of people with HIV/AIDS, which offers simultaneous conflicting images of hope and fear, power and weakness, innocence and guilt. An interactive sociolinguistic model through which this contradictory discourse might be understood is presented, drawing on Goffman's insights on stigma management and the presentation of the self in social interaction. Advertisements directed towards people with HIV/AIDS, it is suggested, present a contradictory discourse in which the advertisers are positioned as 'the wise', offering to mediate the conflicting identities of the stigmatized. The identity values enacted in this contradictory discourse are further measured against American conceptions of communication and the self as observed by Carbaugh and others. The possible consequences of these positionings on the roles made available to people with HIV/AIDS in the wider social context are discussed.     

浅析广告英语的修辞特色

随着经济的发展 ,广告已成为人们生活中不可缺少的一个部分。广告英语是激烈的竞争以及设计者的匠心独具的产物 ,修辞在广告英语中起着重要作用。本文主要从比喻、双关、夸张、拟人、排比、重复、仿拟等七个方面论述了广告英语的修辞特色。