Cooperative Advertising with Bilateral Participation

We study cooperative (co‐op) advertising strategies in a two‐tier distribution channel and extend the popular unilateral participation strategy to bilateral participations. Our research shows that a properly designed bilateral participation has several advantages over unilateral participation. Bilateral participation is capable of coordinating the distribution channel under a very general demand function. In addition, when channel members determine participation parameters endogenously, the bilateral participation improves the channel efficiency and leads to a Pareto improvement over the corresponding unilateral participation.     

广告语篇双关语的语篇衔接功能探究

双关语是广告语篇中常用的修辞手段之一,双关语的使用可以给广告带来幽默、风趣的效果,达到推广产品的目的。双关除了修辞功能之外,还有语篇的衔接功能。双关语在广告语篇中的衔接功能主要通过指称衔接、词汇衔接和语境衔接来实现。双关语具有的衔接力和衔接效果得到语篇衔接力理论的支持。了解双关语的语篇衔接功能对于广告语篇选择和组织双关语提供了有益的提示。     

双关修辞手法在广告英语中的应用

双关语是广告中一种常用的修辞手法。它的运用可以使广告语充满趣味,使广告引人注意,便于记忆,引起受众的兴趣,促使受众更快更信服地接收广告所要表达的信息。本文从谐音双关、语义双关和歧解双关三方面例证了双关语在广告英语中的运用,并分析了其达到的功效。     

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。     

从顺应论看英文广告语的汉译

文章以顺应论为理论框架,指出广告语的翻译是对交际语境的顺应,即顺应目的语受众的情感和信念等心理世界因素,社会环境和文化等社交世界因素,以及时空等物理世界因素,使得译入广告语在他国市场产生其预期的广告效果。     

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.     

广告标语中的音韵修辞格及翻译策略

针对英文广告标语中音韵修辞格的理解、欣赏与翻译策略，采用逐一分析四种最常见音韵修辞格及其对应翻译策略的方法进行研究，指出了各种音韵修辞格不同的音乐美感和对消费者的影响，提供了不同的翻译策略。实践证明，正确地理解、欣赏与翻译英文广告标语中的音韵修辞格，有利于最大限度地传递英文广告标语的意义和美感。