消费者搜寻信息努力与影响因素的实证研究——以广告媒体为中心

结果表明,在被假设的广告媒体搜寻信息努力与五个影响因素之间的关系中,四个因素即搜寻态度(+)、自我卷入(+)、产品知识(-)、时间压力(-)与广告媒体搜寻信息努力之间有关系。而消费者感知风险与广告媒体搜寻信息努力之间没有关系。     

也谈广告翻译

广告翻译的重要性使研究英语广告的语言特色及广告翻译的特点成为必要。英语广告具有简短的语句特色和多种修辞手法,必须把握正确的翻译理论、语句特点和当地文化才能提高广告翻译水平。     

我国广告伦理及其社会作用初探

开展对社会主义广告伦理问题的研究,可以促进社会主义市场经济伦理建设,进一步拓展应用伦理学的研究视野,广告伦理作为经济伦理的一个分支,是应用伦理学发展的新领域。本文从我国广告伦理的产生、基本特征以及社会作用三个方面作了阐释,以示探讨。     

谈谈广告设计的教学

在广告专业的教学中,学生在最初学习设计时普遍存在比较茫然和临摹照抄、画面苍白缺乏视觉冲击力等问题。针对这种情况,本文结合在广告设计教学中的实际情况,主要阐述了在广告设计教学中对学生综合能力的培养与设计艺术水平的提高两个方面的问题。     

Marketing,media, and misogyny: interactive advertising critique in a Huffington Post forum

This paper examines 3,144 comments in a March 2012 Huffington Post forum about an online Belvedere vodka advertisement that was widely interpreted to depict sexualized violence. The study applies critical textual analysis, relating discourse to context to illuminate recurring themes and clues to the strategies and resources influencing how comments were constructed. Four major recurring themes emerge from within a wide range of topics: (1) speculations on advertising strategy; (2) contested perceptions of sexual assault; (3) links between gender politics and party politics; and (4) media literacy lessons. Cutting across themes is an apparent awareness of context, including the site’s reward system, its predominantly left-leaning politics, and the potential consequences of participant commentary being exploited by Belvedere to increase brand recognition. Comments often invoke personal or professional authority by articulating qualifications presumed relevant to the advertisement’s deconstruction. The study suggests that forum participants can be understood as members of productive communities, who construct responses structured by shared contextual constraints and/or relevant common experience. The study also suggests that online forum participation offers mixed prospects for lay critics of media misogyny in that their commentary vies for attention alongside missives calculated to be provocative.     

CONSUMING SATELLITE MODERNITIES

Although the globalized world has multiple modernities, it retains a power vector which is centripetal to developed centres. I propose to use the concept ‘satellite modernities’ to refer to the magnetic sites between centres of high-modernity and developing modernites in the rest of the world. In developing countries, newly modernized cities are reproducing, hybridizing, and domesticating a simplified western modernity, a modernity that is in turn consumed by less developed cities and territories within the same regions. Throughout Asia, these satellite sites draw migrants from all over the region to realize the dreams of the global west in the relative security and comfort of regional localities. In this paper, I investigate the consumption histories and practices of immigrants who have crossed the cultural boundary of post-socialist China into the cultural spaces of Hong Kong in different periods of time. This is a mid-range theoretical exercise that attempts to ground such concepts as modernity, consumption, and identity formation in concrete boundary-crossing experiences of Chinese immigrants.     

A Two-Period Repeated Game Advertising Investment Model for Oligopolistic Markets with an Application to the Beer Industry*

This paper proposes a simple analytical model of advertising competition in oligopoly markets. The widely used log-log sales response function underlies the model specification. Advertising carryover effects are assumed to persist for one period following the period in which the expenditure occurs. Firms are assumed to be engaged in a repeated competitive game in which in every period advertising levels are set such that they maximize current and next period (i.e., two-period) profits. A Nash equilibrium solution is sought for the game. Compared with previous empirical studies of advertising competition in a game theoretic framework, the proposed model offers the following advantages: (1) oligopoly, not duopoly, markets are analyzed; (2) industry sales is allowed to vary over time as a function of advertising expenditures; (3) non-zero discount rates are used for the players. An empirical application is provided using data from the beer market on sales and advertising expenditures of Anheuser-Busch and Miller Brewing. Comparisons are provided with policies that ignore the dependence of next period profits on current advertising levels, reaction function strategies and spending levels obtained from a market share game. Extension of the model formulation to multiple marketing instruments is briefly discussed.     

论虚假广告的法律规制

虚假广告是损害消费者与合法商家利益的一种违法行为,表现形式多种多样,广告内容夸大、失真;广告语言模糊,令人误解;广告内容不正当,有着极大的危害性。但在我国现行的法律法规中,并没有对虚假广告行为明确的定义。要从立法上明确虚假广告的概念和标准,完善以《广告法》为中心的虚假广告立法规制,尽快出台《网络广告法》,对网络虚假广告进行规制,使虚假广告在市场上没有立足之地。     

What inhibits the mere-exposure effect: Recollection or familiarity?

The mere-exposure effect is the formation of a positive affective reaction (PAR) to repeated or single exposure to a stimulus, even in the absence of awareness. The mere-exposure effect indicates that communication effects go beyond “explicit memory”, measured with the traditional measures of (aided) recall and recognition. “Implicit memory” indicates latent communication effects, e.g., liking, for persons exposed to particular stimuli. The mere-exposure effect in the absence of awareness represents implicit memory. In this study, the mere-exposure effect is observed by using a new type of divided-attention method with Chinese participants responding to Chinese characters. The prediction by the two-factor model of mere-exposure effect is confirmed. Recognition (“explicit memory”) may inhibit the mere-exposure effect. Recognition memory is a dual process with two aspects: recollection and familiarity. Employing the process dissociation procedure (PDP) (Jacoby, L.L., 1991. Journal of Memory and Language 30, 513–541), it is found that familiarity of above-chance recognition is greater than that of chance recognition. It is the high level of familiarity and not recollection of abovechance recognition that inhibits the mere-exposure effect. The implications of these findings are that a high level of familiarity inhibits the primary affective reaction and “replaces” this reaction with a more conscious and cognitive evaluation. With the two-factor model, with wear-in (habituation) and wear-out (satiation) factors, the optimal level of exposure may be determined in order to increase the affective reaction. The study shows the robustness of the mere-exposure effect, also for familiar stimuli.     

POSTMODERN CONSUMER CULTURE WITHOUT POSTMODERNITY: COPYING THE CRISIS OF SIGNIFICATION

The purpose of this study was to interpret the meaning of the postmodern discourse produced by Korean television advertisements, by categorizing postmodern television advertisements and describing their representations and images of reality in detail. Considering the production process of Korean postmodern advertisements, the study raised a question: How can we interpret the phenomena of imitating and assimilating the style of advertisements from the reservoir of postmodern signifiers, while not taking into account the values, ideas and ways of thinking implicit in such advertisements?

There are two ways of interpretation. First, it would be an effect of structural dependence, in which postmodern consumer cultural forms are replicated and replace local products with mass-produced goods. The narratives of postmodern advertisements serve as the catalyst to introduce these advertisements and to teach the grammar of international advertising. Second, the assimilation of postmodern advertisements in Korean television means a newly emergent hybrid culture. Because the target of postmodern advertisements is the young consumer, the producers adopt postmodern tastes and styles, inserting and translating their roots into local forms. The study concluded that it may be more appropriate not to choose one of these interpretations as a single correct theory; it is better to look at the articulation of different forces and processes within a field of interconnections among mediascape, financescape and technoscape.