排序方式： 共有141条查询结果，搜索用时 15 毫秒
51.
鲍静 《宁波广播电视大学学报》2008,6(2):45-48
文章采用内容分析的方法,从广告传播表现着手,通过分析《宁波晚报》2006年-2007年期间的房地产广告,了解到宁波地区多样化的住房消费观,这种观念的形成是宁波人的精神品格、大众传媒的影响等多种因素交叉作用的结果。广告传播表现不仅是反映消费观的重要视角,它也影响甚至改变着人们的消费观念。 相似文献
52.
从信息流的角度来研究企业的运营问题 ,涉及到信息的流入和流出两个方面。本文首先借助信息不对称理论探讨了企业信息流出的重要意义。广告作为企业信息流出的一种重要方式 ,其有效性是本文研究的重点。广告信息传播的有效性要靠对整个传播过程的全面管理来保证。本文以名人广告为例 ,对提高广告信息传播有效性的途径进行了研究 ,探讨了广告应该怎样进行有效的说服 相似文献
53.
试论书面商业广告英语中AIDA原则体现方式 总被引：2，自引：0，他引：2
刘长缨 《绵阳师范学院学报》2006,25(1):78-82
AIDA原则是衡量一则商业广告好坏的重要标准。能满足这一标准的方法很多,其中在语言文字方面有语言的突出形式和“合作原则”的违反,在语篇结构方面采用了“问题解决办法模式”、“广告诉求”。本文运用了语用学及系统功能语法的语篇分析理论,探讨了这几种方式以及它们是如何满足AIDA原则的。 相似文献
54.
文章根据语言行为理论,统计分析了商业英语广告的劝说力在言语行为中的分布特征和体现形式,并分析其成因。从分布来看,劝说力主要由指令行为来体现,辅之以断言行为和提问行为,承诺行为和表情行为使用较少,宣布行为几乎不用,这种分布不仅受到礼貌原则的制约,也受到不同文化因素和适宜条件的影响;从体现形式来看,直接言语行为和间接言语行为的使用同样普遍,且多以消费者为出发点,但直接言语行为略多于间接言语行为。分析表明,广告商总是试图运用多种手段使广告的语言生动活泼,引人注目,既要达到其最终销售产品的目的,又要尽量避免"冒犯"读者的危险性。 相似文献
55.
Mark L. Berenson Nicole B. Koppel 《Decision Sciences Journal of Innovative Education》2005,3(1):125-136
In business research situations it is often of interest to examine the differences in the responses in repeated measurements of the same subjects or from among matched or paired subjects. A simple and useful procedure for comparing differences between proportions in two related samples was devised by McNemar (1947) nearly 60 years ago. Although the technique has enjoyed widespread usage in both behavioral and medical research, it has unfortunately not received proper attention in marketing, advertising, consumer research, public relations, operations management, or organizational behavior endeavors—disciplines wherein it is particularly desirable to evaluate the significance of changes in attitudes, opinions, or beliefs regarding some campaign or strategy. Perhaps the major reason for this obscurity is simply a general lack of awareness as to its value and practical power. The McNemar test is generally not currently being taught to business statistics students. It is the purpose of this article to demonstrate the usefulness and applicability of the McNemar procedure to these aforementioned disciplines so that it may be more appropriately employed as an important confirmatory data analysis tool within the basic business statistics curriculum. 相似文献
56.
王桂宏 《广播电视大学学报》2006,(4):44-46
广告语言中的幽默艺术越来越受到人们的重视。它可以使消费者在轻松愉悦的氛围中接受广告信息,降低抵触情绪。广告语中的幽默艺术种类众多,既有突出产品功效质量,又有强调产品特点,亦或采用祈请,使用对偶,运用双关、夸张、拟人,通过形象联想、生活哲理、释名等方式。 相似文献
57.
公佳颖 《九江职业技术学院学报》2007,(3):78-81
本文从语用学的角度分析了英文广告的三项基本原则:即语境原则、合作原则、礼貌原则.并指出广告的意义就在于运用语言推广产品. 相似文献
58.
新设立广告专业院校市场导向的人才培养模式探讨 总被引：1，自引：0，他引：1
目前我国的广告专业教育发展迅速,有些开办广告专业院校的专业定位模糊,广告人才不能适应广告业的发展需要。因此,新开设广告学专业的院校应以市场为导向,重视广告人才培养目标的确立和准确的专业方向定位。 相似文献
59.
赵冰清 《商丘师范学院学报》2013,(7):133-136
广告设计在儿童消费群体中的效应,是指广告设计在儿童消费群体中的作用和影响。就广告设计在儿童消费群体中产生的效应而言,有正效应也有负效应。扩大正效应,避免负效应,是儿童广告设计的出发点和落脚点。只有准确把握广告设计的效应,才能实现广告设计的目标和价值。广告设计要扩大正效应避免负效应,就应根据儿童健康的心理、正确的价值观和正确的消费行为形成的需要来设计广告。就应承担起社会责任和义务,加强内部自律和外部监管,按照社会主义核心价值体系的要求,遵守社会主义道德规范,遵守国家法律法规,弘扬先进文化,提高艺术设计水平,关心儿童健康成长,关心社会进步发展。 相似文献
60.
Marketplace advocacy campaigns often arise in response to burgeoning societal concerns, especially those faced by energy industries. These campaigns may be launched by a single sponsor or by an industry trade group representing the collective interests of the industry sector. Using focus groups, this research explored how lay audiences with little knowledge of the topic being advocated responded to similar energy-focused marketplace advocacy messages when presented by a corporation versus an industry trade group, research which has potentially significant implications for how corporations allocate communication resources as well as for environmental groups attempting to combat certain industry initiatives. Specifically, this study explored audience response to marketplace advocacy messages when communicated via a corporation versus an industry trade group in two common contexts: (1) ads designed to build support for an industry category and (2) ads designed to build support for a specific, controversial industry initiative. Findings were analyzed through theoretical frameworks in persuasion knowledge and attribution theory. A model is introduced that integrates these perceptions and highlights the study's key findings. 相似文献