国际广告本土化对广告翻译的启示

本文论述了国际广告本土化策略,并通过译例分析了国际广告本土化策略对翻译的启示:国际广告的译者需要充分考虑目标消费者的接受效果,考虑读者(潜在消费者)的审美、文化和接受差异,抓住两种语言和文化的共核部分,对广告译文进行必要的调整和变通。     

民族地区农村幼儿园户外活动状况 ——以甘肃省Z县为例

通过访谈、问卷调查和查阅文献资料等形式对甘肃省Z县农村幼儿园户外活动的现状进行调查,结果显示：1）户外活动中的时间与地点安排不合理;2）户外活动的内容与形式单一;3）幼教队伍薄弱,专业师资紧缺;4）户外活动的材料短缺,环境与设施设备的利用效率低;5）混龄教育中教师欠缺随机教育能力,不重视榜样的教育作用;6）安全意识不高,缺乏责任心。对策建议：1）建立家长参与制,增强亲子关系;2）落实政策法规对户外活动的要求标准,建立科学的、地区化的幼儿园保教制度;3）转变幼儿园领导和幼儿教师对户外活动的认识观念,顺应新时代学前儿童户外活动组织的基本要求,共同营造幼儿健康发展的良好氛围;4）充分挖掘农村、藏家文化的教育资源,开发具有甘肃省Z县民族特色的园本户外活动,拓宽户外活动的内容和形式;5）基层组织加大对幼儿园教育的支持力度,建立健全农村幼儿园质量评估制度,提高农村学前教育质量,促进教育公平。     

公益广告在构建和谐社会中的作用

公益广告作为一种社会教育形式和信息传播形态,在社会发展中起着不可忽视的作用。尤其在当前我国提出建设和谐社会的大背景下,公益广告更是起着催化剂的作用。以现实生活中的公益广告为实例,从四个方面阐述公益广告在构建和谐社会中的作用。     

规范违规“驴友”救助的法律思考——从违规穿越四姑娘山“驴友”救助说起

2011年国庆期间,一批登山者在攀登四川省四姑娘山景区过程中擅自变更攀登路线,从而被困山中,由于变更路线,救援队伍只能盲目搜救全面撒网再加上恶劣环境影响,耗费了大量救援资金。再加上近年来"驴友"户外登山遇险情况的频发,引起了社会关于救援费用承担以及救援机制的广泛讨论。本文从紧急救援以及民法的角度分别分析了救援费用是否该由责任人自身承担,并通过借鉴国外户外救援的经验结合我国实际情况提出了在我国构建规范的户外救援法律制度的一些设想。     

The Use of Tracking Technologies for the Analysis of Outdoor Mobility in the Face of Dementia: First Steps into a Project and Some Illustrative Findings From Germany

As people age in place, cognitive impairment is a major threat to maintaining out-of-home mobility. The SenTra project measures outdoor mobility by taking advantage of tracking technology in an interdisciplinary project involving researchers from geography, social work, gerontology, psychology, and medicine disciplines. The project assesses mobility patterns of urban-dwelling demented and mildly cognitively impaired elders and cognitively intact persons over a period of 3 years in Israel and Germany. The main objectives are to learn more about out-of-home mobility by means of global positioning system/geographical information system technology, to analyze the relationships between cognitive functioning, mobility behavior, and well-being, to examine the ethical implications of the use of advanced tracking technologies in this population, and to assess the potential of tracking technologies in the diagnosis of various types of cognitive impairment. The article presents preliminary findings to illustrate the potential of interdisciplinary data analyses to be performed later in the project. Pilot data were drawn from a combined psychiatric, psycho-social, and tracking data assessment of a group of 19 men and women between 63 and 80 years of age (7 who were healthy, 6 who were mildly cognitive impaired, 6 who were demented) living in Germany. The findings revealed that healthy participants have better health and higher levels of well-being and smaller networks compared to elders who are cognitively impaired. Examples of daily outdoor trips indicate meaningful mobility patterns and the need to combine psycho-social and geographical data to understand the relationships between outdoor mobility, socio-structural dimensions, behavior patterns, and well-being. By achieving its aims, the project will be able to make a substantial contribution to basic, applied, and clinical knowledge gaps in the area of mobility and cognitive impairment research.     

Outdoor Environments at Three Nursing Homes

Abstract

This study investigated how the outdoor environments at nursing homes for older persons were experienced and used to gain knowledge with implications for design. Focus group methodology was used to explore staff's view of how the residents experienced and used the outdoors. Two main themes and ten sub-themes were the result when the focus group interviews were analyzed. Theme one, being comfortable in the outdoor environment, describe the residents' special needs to be able to and dare to use the outdoors. The theme suggests a precautionary design, which promotes security and safety and protects from disturbance and negative impressions. The second main theme, access to surrounding life, describes the residents' needs for change and variety in the everyday situation and suggests an inspiring design, which promotes stimulation of senses and mind and provides positive impressions.     

You Can't Get There From Here: Reaching the Outdoors in Senior Housing

By providing access to outdoor environments, exterior doors can enhance the sense of freedom in residential environments for aging. However, doorways may also present barriers to outdoor access. Using environmental audits, this study examined doorway problems at 68 assisted living facilities in three geographic regions. Results were compared with resident surveys (n = 1,128), staff surveys (n = 432), and resident focus groups (n = 76). Specific doorway issues were found to be associated with residents’ weekly minutes of walking, outdoor usage, and perceived ease of reaching outdoor areas. The main problems were door opening/closing, thresholds and landings, and self-locking doors. The findings indicate that exterior doorways often present barriers to assisted living residents, resulting in lower levels of walking and outdoor use. By discouraging these health-related behaviors, doorway problems may negatively affect residents’ health and well-being. Practice implications suggest that many existing doorway problems, such as high thresholds or excessive opening force, are easily remedied.     

Designing Successful Gardens and Outdoor Spaces for Individuals with Alzheimer's Disease

SUMMARY

There are many benefits derived from exposure to the outdoors for older adults with Alzheimer's disease, which include exposure to fresh air, sunlight and opportunities for walking and other forms of exercise. There are also opportunities for socialization that can minimize feelings of isolation and vulnerability, improve depression, enhance self-esteem, and simply experience the joys and surprises of nature.

While there seems to be universal agreement of the health and quality of life benefits in getting institutionalized persons into appropriate outdoor settings, in many ways gardens and outside spaces have failed. Time after time visitors stroll through the gardens admiring the landscaped grounds, the abundance of beautiful and fragrant flowers and other features, while noting the absence of residents.

Creditable research studies support the health benefits of exposure to the outdoors and nature. This discussion of design issues, barriers to use, the role of activity, the necessity of staff involvement, and design recommendations supports the urgent need for empirical research to inform the development of effective gardens and outdoor spaces to benefit older adults with Alzheimer's disease.     

Effects of pronoun use in campaign advertisements on young Taiwanese voters

Campaign advertisements can greatly influence voters; however, the effects of subtle variations in advertising content have rarely been investigated. This study was conducted to quantify the effects of minor variations in pronoun use on young Taiwanese voters’ responses to campaign advertisements. Also examined were the moderating effects of voters’ perceptions of the candidate’s personality characteristics as shaped by the candidate’s physical appearance and the camera angle used in the candidate’s photo. The experimental results indicated that the use of the pronoun “we” in a campaign advertisement led to a closer perceived relationship between voters and the candidate compared to the inclusive pronoun “you,” which generated better advertising effects. Moreover, the results showed that when the voters visually inferred that a candidate had higher competence or when the candidate was photographed from a low angle, which created the perception of greater power, the use of the pronoun “we” was more suitable. The inclusive “you,” in contrast, was more suitable for candidates that were perceived by the voters to have greater warmth or for candidates that were photographed from a high angle, which created the perception of less power.