整句格式广告口号的审美设计与翻译

广告的根本目的是促进商品的营销,而广告口号的形式美对广告的宣传效果有着至关重要的作用。汉语倾向使用整句的语言,这一点体现在英汉广告口号的设计与翻译上。以均衡美及严整美为原则,英语平衡句与汉语整句广告口号在句法、语篇结构、语义关系及修辞格式上具有共性及特点。     

RULES FOR CHURCH PROMOTION DECISIONS

This article presents and tests a model that extends our understanding of optimal marketing-mix decision rules for nonprofit organizations (such as churches) that receive donation income, do not charge fixed prices for their services, and rely heavily on volunteer time as a resource for their operations. Such organizations are likely to employ an objective function of output maximization rather than profit maximization. This change in objective function leads to greater promotional spending than would be true of for-profit organizations. The paper also highlights the complexities for optimization raised by the role of paid and volunteer staff in promotional activities.     

也论广告英语

英语作为一种国际语言广泛使用，英文广告在当今商品社会中随处可见，对人们的生活产生了一定影响。收集整理部分国外英文广告，并进而讨论广告英语的一些特点，对广告英语的了解和研究有一定帮助作用。     

The accelerative and integrative use of marketing public relations in Cyprus

This paper concerns the development of marketing public relations (MPR) and its usage, relevance and significance in Cyprus. By case and interview research, the findings show movement, toward and emphasis upon MPR which is perceived to be more cost effective and efficient in achieving campaign objectives.     

体育运动的传播特征分析

体育运动作为一种大众文化形式对人类社会有着深远的影响。现代社会经济繁荣,传播技术日益发达,赋予体育运动新的意义和社会传导功能。大众媒体的介入无限扩大了体育运动的传播空间,使体育运动在社会文化信息和商业信息的传播上发挥出了巨大的功效。研究体育运动的传播模式及其传播特征,不仅有助于构建体育传播学的价值体系和逻辑起点,同时有助于探讨体育传播活动与广告传播活动的特殊相互依存关系,为广告传播如何借助体育传播的规律特征和资源优势创造效益提供理论依据。     

法语广告口号中常见修辞格的应用

广告和我们日常生活密不可分,作为广告的灵魂——广告口号常常运用修辞格来增强表达效果。法语广告口号中各种修辞格的运用具有很强的表现力和艺术感染力,给消费者留下深刻印象。本文通过大量实例的分析和归纳,探讨法语广告口号中常见的修辞格的应用。     

Ageing Lesbians: Marginalising Discourses and Social Exclusion in the Aged Care Industry

The provision of services for ageing lesbians in Victoria, Australia, appears, at an initial reading, to be equitable and inclusive. Government polities suggest recognition and respect for diversity, with a focus on equitable provision of all social services. The reality, however, turns out to be both problematic and exclusionary. The researchers explored how dominant discourses around aged care facilities fail to take into account the identities and needs of ageing lesbians. The advertising brochures of aged care facilities were subjected to a critical and feminist discourse analysis, which was then compared with the perceived needs of a group of ageing lesbians from the same region as the aged care facilities. The data revealed marginalizing of non-heterosexual identities through the absence of representation in the brochures and their exclusion in the construction of aged care space. Further, a review of aged care policies that underpin the provision of services found that lesbian needs and identities were not included or mentioned in the special need groups. This limits the potential of the aged care industry to provide services that are culturally sensitive, safe, and inclusive.     

Exploring the impact of sustainable value proposition on firm performance

Considering the immense potential of sustainable business models in tackling the broader challenge of corporate sustainability, this paper integrates the literature streams on sustainability practices and organizational business models to analyze the performance implications of a firm's sustainable value proposition. Based on the analysis of a large panel dataset across different industries, consistent with the proposed theory, a sustainable value proposition has been found to have a positive impact on a firm's market-based financial performance (namely, Tobin's Q). Yet, this impact turns out to be highly context-dependent. In particular, the findings reveal that a firm's R&D capabilities improve the positive effect of a sustainable value proposition on a firm's financial performance. At the same time, the marketing communication capabilities and sustainable practices regarding employee relations reduce the sustainable value proposition's financial performance effect, arguably due to the costs associated with marketing and the loss in employee interest during the process of adopting the sustainable business model elements.     

Co‐Op Advertising in Dynamic Retail Oligopolies

We study a supply chain in which a consumer goods manufacturer sells its product through a retailer. The retailer undertakes promotional expenditures, such as advertising, to increase sales and to compete against other retailer(s). The manufacturer supports the retailer’s promotional expenditure through a cooperative advertising program by reimbursing a portion (called the subsidy rate) of the retailer’s promotional expenditure. To determine the subsidy rate, we formulate a Stackelberg differential game between the manufacturer and the retailer, and a Nash differential subgame between the retailer and the competing retailer(s). We derive the optimal feedback promotional expenditures of the retailers and the optimal feedback subsidy rate of the manufacturer, and show how they are influenced by market parameters. An important finding is that the manufacturer should support its retailer only when a subsidy threshold is crossed. The impact of competition on this threshold is nonmonotone. Specifically, the manufacturer offers more support when its retailer competes with one other retailer but its support starts decreasing with the presence of additional retailers. In the case where the manufacturer sells through all retailers, we show under certain assumptions that it should support only one dominant retailer. We also describe how we can incorporate retail price competition into the model.