试析广告标题中谚语的变异

标题是广告的主题和灵魂。广告学者在活的标题语言实践中,有时会有意识地违反谚语内部的语言规律,故意偏离常规而选择特殊性的表达方式,变异谚语。本文试图从现代俄罗斯报纸广告的最新资料去分析、探讨俄罗斯广告作品创意者是如何巧妙地使用俄罗斯谚语作为广告标题的。     

Attempts to Increase Vehicle Safety-Belt Use Among Industry Workers

Abstract

A multiple intervention level hierarchy was evaluated with systematic implementation of successive interventions over a period of two years. Successive applications of written prompts, goal-setting, goal-setting plus feedback, and promise-card commitment interventions did not significantly impact the safety-belt use of 556 employees at a manufacturing plant in southwest Virginia. A modest increase in safety-belt use (from 59% to 68%) occurred only when a promise-card commitment strategy was combined with an incentive/reward strategy. These data support a multiple intervention level hierarchy which suggests that repeated attempts to change behavior with interventions at the same level of intrusiveness will not affect behavior uninfluenced by the first attempt at that level. A flow of behavior change model (Geller, 1999) is used to explain the impact of interventions on people at different stages of readiness for behavior change and to extend the multiple intervention level model. Suggestions are given for selecting the most appropriate behavior change strategy for large-scale applications.     

CONSUMING IRELAND: LUCKY CHARMS CEREAL,IRISH SPRING SOAP AND 1-800-SHAMROCK

This article analyses some of the most prominent and long-lasting US advertising campaigns that have engaged themes of Irishness. The trend toward using Irishness to sanitize the commodified nature of goods and services in a variety of US television commercials has accelerated dramatically at the end of the 1990s. Expanding upon the formative campaigns discussed here, corporate brands as varied as General Foods International Coffees, AT & T Long Distance Service, the cholesterol medication Zocor, Folger's Coffee, Dr Pepper soda, Platinum Mastercard and Mobil Oil have all deployed advertising that references Irishness as a mode of transformative identity, a form of ideological camouflage, an accessory discourse to ‘family values’, or a catalyst for the pleasures of white ethnic heritage. Limited in its scope, but attentive to the strategies of some of the most formative campaigns that inspired these trends, this piece seeks to indicate some of the most prominent coordinates on the expanding map of Irishness in contemporary US popular culture.     

美国民族性格与美国广告语言

分析个人主义、成功观、金钱观、物质主义、实用主义等美国重要民族性格,探讨它们对当代美国广告语言的作用和影响,从而加深对美国民族文化的理解,提高中国对外广告文案的创作水平.     

商业标语的英译

商业标语是商业广告有机组成部分,将其译配成英语时是否规范、合理,既是广告作品成功的关键,也代表一个城市和地区形象,并直接影响外商投资信心。为此本文提出几种商业标语翻译的策略和方法。     

数字时代中广告插画艺术的变革

人类进入数字时代后,先进的计算机技术不仅克服了文字数字化的难题,而且征服了比文字更复杂的声音、图像世界。主流与非主流插画开始应用到生活的各个方面,涉及到装修、时装、数码产品、互动媒体、电影、广告等等领域。面对正日益缩小的传统插画传播媒介间的差距,传统的传播者与受众之间的相互关系正面临巨大的变革。     

An Analysis of Manufacturer‐Retailer Supply Chain Coordination in Cooperative Advertising*

In the literature of cooperative (co‐op) advertising, the focus of the research is on a relationship in which a manufacturer is the leader and retailers are followers. This relationship implies the dominance of the manufacturer over retailers. Recent market trends have shown a shift in power from manufacturers to retailers. Retailers, as a result, may now possess equal or even greater power than a manufacturer in some instances when it comes to retailing. Based on this new market phenomenon, we intend to explore the role of co‐op advertising in a manufacturer‐retailer supply chain through brand name investments, local advertising expenditures, and sharing rules of advertising expenses. Two co‐op advertising models are developed and compared. The first co‐op advertising model is based on the traditional leader‐follower relationship of a manufacturer and a retailer. The second model incorporates partnership into co‐op advertising coordination. Business examples and managerial implications of the models have been discussed. A cooperative bargaining technique is utilized to implement the partnership co‐op advertising model.     

Limited Information and Advertising in the U.S. Personal Computer Industry

Traditional discrete‐choice models assume buyers are aware of all products for sale. In markets where products change rapidly, the full information assumption is untenable. I present a discrete‐choice model of limited consumer information, where advertising influences the set of products from which consumers choose to purchase. I apply the model to the U.S. personal computer market where top firms spend over $2 billion annually on advertising. I find estimated markups of 19% over production costs, where top firms advertise more than average and earn higher than average markups. High markups are explained to a large extent by informational asymmetries across consumers, where full information models predict markups of one‐fourth the magnitude. I find that estimated product demand curves are biased toward being too elastic under traditional models. I show how to use data on media exposure to improve estimated price elasticities in the absence of micro ad data.     

Missing ingredients in political advertising: The right formula for political sophistication and candidate credibility

An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political sophistication and the degree of candidate credibility. The results indicate that a voter's political sophistication may result in bidirectional effects on the impact of advertising tone. Candidate credibility determines the direction of these effects. When voters face a candidate with high credibility, the influences of negative advertising and comparative advertising decrease but the effects of positive advertising are accentuated as a voter's political sophistication increases. The outcomes are reversed when voters face a candidate with low credibility. The paper concludes by discussing the implications of advertising tactics in election campaigns.     

Eros,eroticism and the pedagogical process

This essay examines the role of authenticity as it appears as a factor in Irish cultural production. Taking examples from Yeats's folklore collections, tourist marketing and beer advertisements, it suggests, using the writings of Adorno, Baudrillard and Jacob Golomb, that the trope of ‘authenticity’ persists, in variant forms, as a marker of how Irish material and textual culture ‘promotes’ itself in a post-colonial context.