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31.
温玲霞 《宁波广播电视大学学报》2012,(4):39-41,79
本文主要探讨了语言映象象似性在广告语言中的修辞效果,内容主要涉及听觉象似与视觉象似两个层面的修辞效果．研究证明映象象似性可以被应用到广告语言中取得相应的文体效果．本文的尝试丰富和拓宽了象似性理论的研究,也为广告的创作和欣赏开拓了新的视角。 相似文献
32.
《College & Undergraduate Libraries》2013,20(1-2):139-152
Abstract The Texas A&M University Libraries undertook a collaborative project with the local American Advertising Federation (AAF) undergraduate student chapter to develop a marketing campaign to advertise the availability of 30,000 netLibrary electronic books. The promotional campaign resulted in the creation of approximately 200 new user accounts and 3,800 e-book circulations within the first two weeks. The campaign of screensaver ads and posters that were developed are still in use for ongoing promotion of the netLibrary e-books. The AAF students benefited from having an ad campaign to include in their personal portfolios and the Libraries gained a creative and undergraduate student-focused advertising campaign. 相似文献
33.
Jonathan Gray 《Critical Studies in Media Communication》2013,30(3):223-238
This paper examines televisual parody as a media literacy educator, and the potential of parody to channel the powers of comedy and entertainment in order to “teach” the techniques and rhetoric of televisual texts and genres. It focuses on the case of the hugely successful and popular animated parodic sitcom, The Simpsons, and its playful attack on advertising and promotional culture. Currently in its 16th season, The Simpsons broadcasts to approximately 60 million viewers in 70 countries weekly, offering a playful critique of television from within the television frame. 相似文献
34.
John C. Sherblom 《Communication Research Reports》2013,30(1):45-50
Significant differences are reported in the use of the personal pronouns — “I”, “WE”, “YOU”, and “THEY” — in the electronic mail sent among members within an organization, and the mail sent into the organization from other offices. The communication function of the mail also had a significant effect on pronoun use. 相似文献
35.
Glenna L. Read Isaiah J. Innis Irene I. van Driel Robert F. Potter 《Communication Research Reports》2013,30(3):220-230
Drawing upon the theoretical framework of social identity theory and literature on physical intimacy, consumer neuroscience, and social cognitive and affective neuroscience, responses to images featuring same-gender and other-gender pairs are explored through examination of self-reported attitudes and neural activity associated with attention, memory, and emotion. Under the pretense of pretesting the effectiveness of images to be used in a national advertising campaign, participants viewed still images while neuroelectric brain responses were recorded. Each image featured two women, two men, or a man and a woman presented in positions of physical intimacy. Results indicated that event-related brain potentials (ERPs) associated with attention did not differ overall based on couple composition. However, ERPs associated with working memory and emotion were enhanced when processing images with two men. Preference for these images was reflected in self-reported attitudes. 相似文献
36.
广告英语的修辞特色与翻译策略 总被引：1，自引：0，他引：1
广告英语是广告的一个重要的组成部分,它作为信息的主体,已经渗透到生活的各个领域。而其已经成为了一种重要的写作形式,有自己独特的个性语言,在翻译时应坚持正确的翻译标准,充分考虑广告英语的语言特色,采取恰当的翻译策略,以展示广告英语所特有的语言魅力。 相似文献
37.
本文以功能语法为理论框架,从情态层面上分析了模糊限制语在英语广告语篇中的人际功能,旨在说明模糊限制语的使用使广告既有揭示性又有可信度,同时有助于在广告商和消费者之间建立良好的人际关系,从而达到广告商的商业目的。 相似文献
38.
刘丽华 《邵阳学院学报(社会科学版)》2005,4(3):98-99,102
广告英语作为一种应用语言，因其所具有的特殊功效，在句型方面与普通英语有着许多差异。文章从心理语言学的角度，分析广告英语常用的几种句型，旨在帮助广告撰写者创造更有效的广告。 相似文献
39.
This study investigated how clients and advertising agencies in Korea prioritized celebrity selection criteria differently. Responses from 50 client-side and 50 agency-side executives in Korea were analyzed using the Analytic Hierarchy Process. Results show that the brand-centered factor ‘Match-up’ was considered most important by both clients and agencies but that the celebrity-centered factor ‘Popularity’ was ranked quite differently (i.e. second by agencies and fourth by clients, out of five factors). Other factors (i.e. Availability and Potential Risk) were ranked similarly. The main finding of the study is that Korean ad agencies and clients placed different weight on celebrity endorser selection criteria. This finding is particularly valuable to national and international advertisers who are deliberating about celebrity endorsement for the Korean market. 相似文献
40.
广告英语修辞格的心理语言学基础 总被引：3，自引：0，他引：3
刘丽华 《邵阳学院学报(社会科学版)》2003,2(6):111-113
为了实现广告的特殊的劝说功能，广告商用尽各种策略，修辞则是其中重要策略之一。修辞作为一门劝说的艺术能帮助广告商实现其预期的目标。文章从心理语言学的角度，探讨多种修辞格运用的心理语言学基础。 相似文献