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41.
《Sport Management Review》2016,19(3):319-331
Gambling promotions extensively punctuate contemporary televised sport broadcasts and concerns have been raised about their potential impacts on vulnerable groups. Research suggests advertising can shape individuals’ emotions, or affect, towards a product/brand and can subsequently influence purchasing decisions. Consequently, understanding how promotion of gambling influences sport viewers is an important although sparsely addressed area of research. This paper presents exploratory research on affective responses towards gambling promotions displayed during televised sport. Eight online focus groups were conducted with a sample of regular sports viewers in Queensland, Australia. Participants were exposed to a variety of gambling promotions used in National Rugby League match telecasts. Utilising adaptive theory, themes reflecting affective responses to each promotional technique were identified. A range of positive and negative affective responses were identified including arousal, joy, anger and worry. A conceptual model representing emergent affective response categories, message delivery techniques and moderating variables is proposed to inform a broader future research agenda examining how gambling promotions during televised sport influence affective response and concomitant gambling intention. 相似文献
42.
彭生智 《湖南大众传媒职业技术学院学报》2010,10(5):37-39
在充分认识广播电视属性,掌握地市级广播电视广告经营环境和经营状况的前提下,做好市县广播电视广告经营需要把握一个“合”字,正确处理新闻宣传与广告经营的关系;把握一个“量”字,正确处理集中经营与分散经营的关系;把握一个“度”字,正确处理广告经营与广告管理的关系。 相似文献
43.
随着手机的普及和移动互联网的发展,手机具备了巨大的广告价值潜力。我国的手机广告产业发展处于初期阶段,手机平台巨大的广告潜力尚未得到充分认识和合理利用。本文将以手机广告市场的宏观现状、趋势和广告行情为基础,对中国手机广告产业的商业模式和计费方式进行探讨。 相似文献
44.
倪侃 《历史教学(高校版)》2010,(5)
1929年举办的西湖博览会是中国会展史上具有里程碑意义的盛会,在国内外产生了强烈的反响。博览会在组织、宣传、营销等方面均有不少值得称道的地方,尤其是其宣传推广方面的很多做法在今天举办各类博览会时仍有借鉴意义。 相似文献
45.
Identities for Sale: How the Tobacco Industry Construed Asians,Asian Americans,and Pacific Islanders
《Journal of Intercultural Communication Research》2013,42(3):265-292
Previous research has substantiated the targeting of various demographic subgroups by the tobacco industry through marketing practices. However, relatively little research has examined targeting of Asians and Pacific Islanders. Based on prior tobacco document research citing the use of identity-based marketing strategies, a content analytic scheme was developed to assess if these strategies were applied to the Asian and AAPI populations. The study was grounded in social identity theory and optimal distinctiveness theory paradigms in order to develop a coherent analytic framework. Keyword searches of documents were conducted and a random sample of the documents of interest was drawn. These data suggest that the tobacco industry targeted Asians and Pacific Islanders in the United States and abroad via interpersonal and commercial communication tactics. These strategies were carefully orchestrated and employed as a result of sophisticated analyses of the social identities and value systems of the source culture populations. Barriers to reaching this culturally and linguistically heterogeneous market were overcome via the construct of collectivism. At the same time, more Westernized Asians were targeted via advertisements that blended a hybrid Western style identity. For both source and immigrant cultures, the industry attempted to facilitate identity construction and maintenance through smoking. 相似文献
46.
蒯雪婷 《佳木斯教育学院学报》2015,(2):15-16
广告心理学,是将心理学原理应用在广告设计中,使广告的设计能够更加贴近人们的心理活动情况,引起人们的心理探知欲望,吸引人们对广告的商品进行关注和购买。本文将对广告心理学原理在广告创意中的具体实施,包括诸多细节与应用做出具体的讨论和分析。 相似文献
47.
《中华图书馆协会会报》内容宏富,除设置有会务纪要、图书馆界消息、图书馆学论著、新书介绍等精彩栏目外,也应社会需求在封页等处刊登广告。《会报》内容可信度高、出版稳定性强、社会影响面广,凡此种种优势使得《会报》深受广告客户青睐。《会报》存续期间,共刊登广告476个,这些广告成功搭建起图书馆界信息交流的平台,有力促进了民国时期图书馆用品的标准化,并对民国时期新旧文化的传播做出了积极的贡献。 相似文献
48.
文章详细阐述了目前广播电视传统媒体上广告播出存在的一些问题,从技术层面分析广播电视广告监管的思路,并提出广告监管技术系统的建设方案。通过基于重复视频片段识别技术、视频片段检索技术、视频摘要生成技术等视频处理技术,实现对广播电视广告的自动识别、检索、概览,大大提高了系统效率。 相似文献
49.
徐品晶 《温州大学学报(社会科学版)》2007,20(6):112-116
Verschueren的语用学观点为语言运用提供了一个新的视觉。广告英语的文体特征、言语与句式选择、语境及其相关顺应关系体现了广告英语的语用价值及文体效果。 相似文献
50.
词义修辞格在广告英语中的运用 总被引：1，自引：0，他引：1
刘丽华 《邵阳学院学报(社会科学版)》2004,3(6):103-105
广告语言是一种劝说性、鼓动性的语言，广告撰写者经常运用修辞格来加大广告的劝说力度。文章探析了一部分词义修辞格在广告英语中的运用。 相似文献