基于混合CVaR的供应链绿色研发-广告决策与协调机制研究

针对消费者绿色偏好异质性而引发产品需求不确定性的情形，构建了基于混合CVaR准则的绿色供应链双层风险决策模型，研究了一个具有不同风险态度制造商与一个具有不同风险态度零售商所组成供应链的最优绿色研发投入及广告宣传水平等决策问题，分析了成员不同风险态度对供应链相关决策的影响。在此基础上，提出一个基于风险补偿的双向成本分担契约协调机制，并给出实现供应链协调的合理转移支付区间，最后通过数值分析验证该协调机制的有效性。结果表明，无论供应链成员表现为何种风险态度，该契约均能实现供应链协调，并且对由风险规避制造商与风险追逐零售商所组成的供应链协调效果最为显著。     

English in French Commercial Advertising: Simultaneity,bivalency, and language boundaries

In recent decades, sociolinguists have begun to challenge the traditional view that multilingualism is fundamentally composed of discrete systems known as ‘languages’. Supporting the assessment that languages are not bounded entities but sociocultural and ideological constructions, this article explores commercial advertisements in France, which are subject to language policies assuming that ‘French’ is easily separable from ‘foreign languages’. Employing the Bakhtinian‐influenced notion of bivalency developed by Woolard (1998), the article argues for a special consideration of mixed‐language advertising in France, rooted not only in linguistic form, but also in the specific contextual tension produced by the socio‐political statuses of French and English. The resulting creativity challenges the monolectal assumptions within French language management, indicating a clash of segregational language ideology with integrational language practices. The article further argues that this language mixing is bidirectional, as advertisements may both erase and emphasise the assumed boundaries between codes.     

Controlling the illusion of control: a grounded theory of sports betting advertising in the UK

Sports betting advertising has arguably permeated contemporary sport consumption in many countries. Advertisements build narratives that represent situations and characters that normalize betting behaviour and raise public concerns regarding their detrimental effect on vulnerable groups. Adopting a grounded theory approach, the present study examined a British sample of sports betting advertisements (N = 102) from 2014 to 2016. The analysis revealed that individual themes aligned in a single core narrative, constructing a dual persuasive strategy of sports betting advertising: (i) to reduce the perceived risk involved in betting (with themes such as betting with friends, free money offers, humour, or the use of celebrities) while (ii) enhancing the perceived control of bettors (including themes of masculinity and sport knowledge). In addition, new technological features of sports betting platforms (e.g. live in-play betting) were used by advertisers to build narratives in which the ability to predict a sports outcome was overlapped by the ability of bettors to use such platforms, equalizing the ease of betting with the ease of winning. Based on the data analysed, it was concluded that the construction of a magnified idea of control in sports betting advertising is a cause for concern that requires close regulatory scrutiny.     

Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.     

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.     

From sex objects to bumbling idiots: tracing advertising students’ perceptions of gender and advertising

While much attention has been given to critiquing sexism and stereotyping in advertising texts, less weight is afforded to examining the gendered opinions and worldviews of the practitioners who create such texts and even less focus on such attitudes as held by advertising students—the next generation of advertisers. This paper is concerned with exploring advertising students’ attitudes towards representations of the sexes in adverts, and how this may reflect their gendered opinions more generally. Analysing individual, semi-structured student interviews (n = 12) reveals that, while there was widespread acknowledgement that sexual objectification of women in advertising remains prevalent, there was a discursive turn towards a concern for men and boys, and assertions that misandry has emerged as a concerning and unwelcome trend in advertising imagery and texts. This was bolstered by a less prevalent theme; one which lauds the figure of the “tomboy” and thereby serves to privilege the male experience.     

竞争中的参考价格效应及承诺

消费者的社会感知会影响其对产品和品牌的评价。当消费者进行购买选择时，经常会受到参考价格效应的影响。而广告和价格不仅是企业经常要考虑的重要决策，还会对参考价格产生重要影响。为此，一个值得研究的的问题是：在考虑参考价格效应的情况下，企业该怎样确定其动态广告和价格策略？
为了研究该问题，本文构建了一个广告和价格的动态模型，来研究一个双寡头市场环境下两个寡头企业的价格和广告决策，并以此分析参考价格效应的作用。具体而言，我们假定企业可以采用广告承诺和价格承诺中的一种，其中前者承诺其在一段时间内的广告投入量恒定不变，而后者确保价格不变。两种策略不仅会影响消费者的购买决策，也会影响竞争对手的选择。在上述假定下，我们探讨了两个寡头企业在都采用广告承诺、都采用价格承诺及一个企业采用广告承诺而另一个企业采用价格承诺等三种不同情形下的最优广告和价格决策，并以此分析了三种情形下参考价格效应对最优的广告投入及定价策略的影响。最后，通过数值分析，探讨了不同情形下企业的最优策略选择。     

商誉和价格影响需求的易逝品动态定价与广告决策

研究需求受价格和商誉共同影响下易逝品动态定价与广告投资策略的联合决策问题。在初始库存确定的情形下,在某待定销售周期内,企业通过投入广告提升自身商誉从而拓宽市场,以企业利润最大化为目标,建立联合最优动态定价及广告投资策略模型。应用庞特里亚金极大值原理,求得不同系统参数下最优动态定价和广告投资策略及最优的销售周期。通过数值算例验证方法的有效性,结合参数灵敏度分析检验系统参数对最优策略的影响并给出相应管理意义。     

感性消费时代的广告受众心理分析

通过对广告受众心理进行分析,总结出新形势下广告受众心理的主要特点。具体受众心理分析是：一、感性心理：情趣情调;自我比拟;理想向往;流行时尚;交流互动;品牌偏好。二、理性——感性心理：实用价值观念变异;自我价值中的理性与感性;体现个性。     

试用模因论浅析当今流行语

随着社会的发展,大量的流行语层出不穷。流行语即某些群体使用的时尚流行的新词。其新颖的用法、独特的结构吸引了无数年轻人。从语用学的维度来看,这是一种典型的语言模因现象。模因论是基于达尔文的进化论引申而来,用来研究文化现象传播的规律及过程。由此以模因论为基础分析当今社会出现的热门的流行语及其传播过程、语用价值,以期丰富语言模因的研究。