论广告语言中的熟语翻新

熟语翻新是广告语言创作中常用的一种手法,往往具有言简意赅、形象生动、通俗易懂、推陈出新等特殊表达效果。广告中的熟语翻新主要有成语翻新、俗语翻新、惯用语翻新、谚语翻新和格言翻新等五种类型。广告语言中熟语翻新的策略主要有原形引用、变形引用和贬词褒用等。     

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。     

Money, real output, and deficit effects of coffee booms in Colombia

This paper develops a Vector Error Correction (VEC) model and uses the recently developed technique of ‘generalized’ impulse response analysis to test the empirical relationships in the Colombian economy between coffee revenues and a set of macro variables. We find that coffee price (revenue) shocks have exerted an important influence on money growth, inflation, and real exchange rates, and the direction of these effects are in line with some of the predictions of traditional Dutch Disease type models. The major difference between our results and the results of Dutch Disease type models arise in the effects of coffee booms on real output. We find that in the time horizon of 5 years after the boom, real output has increased in response to the effects of the coffee boom. The finding that coffee booms can result in positive long-run output effects is an important finding since it contradicts the traditional conclusion of Dutch Disease type models which envision an adverse long-run effect on output. We also find that the long-run effect of coffee booms is to reduce both current account and government deficits. These results illustrate strikingly that the term “Dutch Disease” is an unfortunately pejorative term that obscures the fact that coffee booms need not be viewed as a “disease” but as an extraordinary opportunity to strengthen internal and external balances.     

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。     

Tobacco Advertising Bans: Some Thoughts

This paper examines some of the evidence concerning tobacco advertising and tobacco consumption and discusses the imposition of various bans on tobacco advertising. Important examples of such bans are the 1971 electronic media ban in the U.S.A., the 1976 Australian electronic media ban and the recently introduced magazine and newspaper ban in Australia. The evidence is not totally convincing that tobacco advertising bans reduce tobacco consumption. However, this does not preclude a total ban as part of any future Australian comprehensive smoking control policy.