Consuming Orientalism: Images of Asian/American Women in Multicultural Advertising

Past research has analyzed the gendered constructs of American consumption practices that underlie marketed images in the print media. This article re-considers the cultural constructs of multicultural advertisement strategies in the new global era. Based on an analysis of three advertisement campaigns, our contention is that the normalcy and positionality of White males in the U.S. society rely on the racialized and gendered representations of Asian/American women as the Other. It is argued that the emerging global culture has been packaged, commodified and marketed by multi-national corporations in a manner that widens their range of cultural repertoires but resurrects traditional hierarchies of American Orientalism.     

从认知语言学角度看广告中的隐喻

广告在当今社会是一种有明确目的的交流方式.在成功有效的广告中,广告创意者利用一种策略 -- 隐喻性表达把广告需传达的信息概念有效地传递给目标受众.本文以一定相关广告知识为背景理论支持,以"隐喻性思维"和"概念整合"理论为论证视角,通过对广告语中隐喻的分析,提出广告中的隐喻性表达是展示人类隐喻性思维的最佳例证之一.而广告中的隐喻表达既反映了广告创意者对信息概念的独特创造性思维,也为广告信息受众对隐喻表达做出概念整合达到理解目的提供帮助.     

Parent and Peer Effects on Delinquency-related Violence and Dating Violence: A Test of Two Mediational Models

Drawing on two complementary process models of violence, i.e., social cognitive theory and rejection sensitivity theory, the goal of the present study was (1) to examine the unique effects of parents and peers on boys’ violent behavior in delinquency‐related contexts and in dating relationships, (2) to assess the mediating processes underlying these links, and (3) to test whether these processes operate in the same way for delinquency‐related violence and dating violence. Based on a sample of 336 boys, results showed that problematic experiences with parents and with peers each predicted subsequent violence, both in delinquency‐related and in dating‐related contexts. However, the contributions of the social cognitive model and the rejection sensitivity model in explaining these links varied somewhat depending on the situational context of the violent behavior. The implications of the similarities and specificities in the risk factors and pathways leading to delinquency‐related violence and dating violence are discussed.     

《申报》广告对1920—1930年代理想男性的诠释与引领

在商业广告中,广告主们总是将他们心目中理想的男性形象引入到广告插图中,并用直白的语言描述和讲解理想男性应该具备的身体、气质、品德、学识和行为举止等,同时向市民们指明通向理想男性的途径。通过对1920-1930年代《申报》的广告进行分析,可见广告主们基于时代要求和部分的现实存在而在广告中用图像和语言虚拟出来的理想男性。