英语广告口号的创意研究

广告口号犹如广告的眼睛,有着非常重要的作用,所以设计广告口号需要采用多种创意手段使其产品或服务与受众产生共鸣。文章首先阐释了广告口号创意的原则,并通过研究英语中比较经典的广告口号,探讨了直白表达、语境预设、情感激发、求新求变、诗意表现等创意手法。     

Humor in advertising: A behavioral perspective

Humorous appeals are used extensively in television, radio, and print advertising. This article examines the effectiveness of humor in accomplishing specific communications and sales objectives. A brief review of the literature on humorous advertising research is presented. The author argues that previous unsuccessful applications of light-hearted messages are attributable, in part, to our incomplete knowledge of how consumers process humorously conveyed information. The discussion focuses on the importance of recognizing and managing variables which mediate the impact of humor on audience response and on the need for further development and testing of behavioral theory as keys to the effective utilization of humor in advertising. The author wishes to thank Dr. Phillip D. White for his helpful comments and critical review of an earlier draft of this paper.     

我国视频网站作品自制现状分析

当前我国视频网站作品自制有三种类型，新晋导演和影视爱好者是其主要创意源；银行贷款、政府直接或间接投入、私募资金、股权融资、影视基金、风险投资、影视展会融资、版权贸易融资是其主要融资方式；付费观看或下载、将受众的注意力出售给广告商、版权授权、“扩窗”盈利是其主要盈利模式。我国视频网站作品自制的价值链构建包括本体性构建、衍生性构建和联动性构建这三个层面。     

江苏传统民间艺术国际传播的现状、问题及对策

本文总结和分析了江苏传统民间艺术的发展现状及其存在的一些问题：传播主体暂时还处于职业化和政治化阶段;传播内容定位精准度不高,创意指数仍有提高的空间;传播渠道一定程度上忽视了＂长尾＂媒介。提出了应对措施：扩大传播主体,充分利用本土文化精英的力量、在苏外国友人的力量;建构多元化、立体化的传播网络,将江苏民间传统艺术与旅游业、影视业、本地民俗活动、地标建筑及街区装饰进行创意性结合;进行相关数据分析,准确定位目标受众。     

The persuasive impact of two-sided selling appeals for an unknown brand name

The persuasive effectiveness of message sidedness (one versus two-sided messages) and message structure was assessed in the context of a personal selling appeal for a new home computer to an unfamiliar target audience. Contrary to some prior research, two-sided appeals were found to be less, not more, effective in promoting seller credibility and message acceptance than onesided appeals. To some extent, however, this effect was attenuated by placing unfavorable product arguments at the end rather than the beginning of the selling appeal. To account for these findings, a disarming effect is proposed. People who have little or no, knowledge regarding a seller’s particular offering tend to be disarmed by two-sided appeals. As a result, they discount the seller’s product-related knowledge. This effect is thought to be more pronounced when the unfavorable information is presented at the beginning of the message.     

日本NHK大河剧50年兴衰嬗变的阐释与分析

采取对收视率与内容分析相结合的双重手段．研究大河剧50年来的受众策略变化对其收视的影响,为国内电视媒体更准确地接收并处理受众反馈信息,提供了一个有借鉴价值的范例,并以此丰富国内电视节目在受众策略方面的研究。     

Audience judgments as the potential missing link between expert judgments and audience appeal: An illustration based on musical recordings of “My Funny Valentine”

Previous research on the arts, entertainment, and other cultural objects has found, at most, a weak link between expert judgments of aesthetic excellence and audience appeal to nonexpert consumers. However, this tendency for audience appeal only weakly to reflect expert judgments of excellence raises the question of how this fragile relationship might be mediated by audience judgments of excellence. As the first study to examine the potential intervening role of audience judgments, the present article investigates the links between expert judgments, audience judgments, and audience appeal in an illustrative case based on 200 recordings of the song “My Funny Valentine.” The results support a scenario in which audience appeal is weakly related to expert judgments through the hitherto neglected intervening role of audience judgments so as to suggest refinements in our approaches to marketing entertainment, the arts, or other cultural offerings, as well as various consumer services, durables, or nondurables. Morris B. Holbrook (mbh3@columbia.edu) is the Dillard Professor of Marketing, Graduate School of Business, Columbia University, New York. Holbrook graduated from Harvard College with a B.A. in English (1965) and received his M.B.A. (1967) and Ph.D. (1975) in marketing from the Columbia Business School where, since 1975, he has taught courses in Marketing Strategy, Research Methods, Consumer Behavior, and Commercial Communication in the Culture of Consumption. His research has covered a wide variety of topics with a special focus on communication in general and on aesthetics, semiotics, hermeneutics, art, entertainment, music, motion pictures, nostalgia, and stereography in particular. Kathleen T. Lacher (ktlacher@comcast.net) lives in Tallahassee, Florida, where she has a consulting business. She received her B.M.E. in choral music (1978) and her Ph.D. in business administration—marketing (1991), both from Florida State University. She taught at Auburn University, Auburn, Alabama, and Georgia Southwestern State University, Americus, teaching courses in Consumer Behavior, Research Methods, and Strategy. Her research covers consumer behavior, using both quantitative and qualitative methods. She performs with the Tallahassee Community Chorus, which debuted at Carnegie Hall in 2004, and holds the position of Secretary for the Board of Directors at the Tallahassee Habitat for Humanity. Michael S. LaTour (michael.latour@unlv.edu) is a professor of marketing and chair, Department of Marketing, College of Business, University of Nevada, Las Vegas. He earned his Ph.D. (1986) in business administration from the University of Mississippi with a major in marketing. He graduated with multiple honors. His research has covered a variety of topics including psychophysiological response to promotional stimuli, gender issues in advertising, advertising ethics, cross-cultural consumer behavior, industrial buyer behavior, and consumer memory of advertising stimuli and product experience.     

高职文化创意营销人才创新能力培养策略探析

"十三五"期间,北京的文化创意产业继续蓬勃发展,尤其是北京市通州区,成为首都副中心,文化创意企业人才需求旺盛.但通过调查发现,文化创意企业对人才需求出现的是结构型短缺,这些企业最看重的是学生的创新能力和素养.目前高职院校营销人才的培养在课程设置、考核标准、校企合作、技能大赛和创业实践方面还存在一定问题,制约了营销专业学生的创新能力培养,需要进一步改进,才能提升高职营销类学生创新能力,适应文化创意企业人才的要求.     

科技创新协同下的创意产业发展机理研究

创意产业是文化产业发展到新阶段的产物,它与科技创新具有极大的关联性。在创意产业发展演化的过程中,科技创新作为技术后盾和催化动力,把文化生产力要素和技术条件的新组合纳入到文化大生产过程中,形成了创意产业发展的周期运动,构成了科技创新与创意产业发展的内在机理,即创意产业的周期性演化机理、创意产业与科技创新的协同循环机理以及科技创新与创意产业发展的悖论。基于创意产业的内在机理,发展创意产业应注重创意需求的开拓、创意人才队伍的建设以及创意产品的开发。     

发展创意经济提升上海城市国际竞争力

在全球化进程加快和知识经济发展的背景下,以人的智慧和创造力为核心的创意经济发展规模和程度,已成为衡量一个国家或城市综合竞争力的重要标志之一。借鉴发达国家和城市的成功经验,把创意产业作为战略产业和支柱产业,把创意资源作为战略资源加以管理,从制度创新、战略规划、政策支持、人才高地建设等方面推进创意经济发展,是提升上海城市国际竞争力、迈向世界创意城市的重大战略选择。     

对普通高校体育教学改革的几点思考

高校体育教学改革应以尊重学生个体化体育教学为主旋律,增强学生身心健康为主要任务,培养教师创 新能力,为改革的关键,培养学生创新意识和能力为目标。     

创意旅游者消费行为:特征、模型与启示

创意旅游活动的主体是创意旅游者.创意旅游者由传统旅游被动消费者转变为自我构建者,其消费行为与传统旅游者既有共同点,又有独特之处.虽然创意旅游的重要性已得到认可,但对创意旅游者消费行为的研究尚不充分.文章以马蜂窝网站旅游博客为文本数据,采用文本分析法对创意旅游者感知高频特征词进行分析,并基于米德尔顿刺激—反应模型构建创意...     

新传播生态下的大学社区传播思维

在新的传播生态下,校园传媒受众品质发生了改变,传播的内容及形式有了新需求,新媒体的复杂化改变着大学社区的传播环境。校园传媒需要不断校正与开拓自己的思维,从区域性传播中走出来,强化校园传媒的开放性,寻找新鲜元素的传播,建立贴近性大资讯全服务思维,与新媒体展开竞争并继续强化校园特色,才能始终跟进发展中的时代,才会更好地服务于大学社区的受众。     

关于高校创造性教育的思考

创造性教育是高等教育的重要任务和目标。高校创造性教育的基础是心理健康教育。创造性教育与心理健康教育是相互作用、相互促进的互动关系；高校创造性教育的关键是个性教育。个性教育的最终目标是发展学生的创造力，使之成为创造型的人才；高校创造性教育的途径是教学活动。创造性人才的培养，有赖于学校创造性的教育，而学校实施教育的途径是教学。     

都市创意产业与旅游产业融合发展的态势及其整合对策研究

都市创意产业与相关产业的融合发展成为全球趋势,重点研究都市创意产业与旅游产业相互融合发展的态势,提出都市创意空间是都市旅游“中心地”,都市创意园区具有巨大的旅游开发潜力,都市创意产业与文化旅游产品需要整合发展,旅游产品设计、旅游市场营销要充分利用创意产业手段,创意产业链很多环节可以为大旅游业所用。还提出促进都市旅游产业与创意产业融合发展的对策,建议推行都市创意产业、旅游行业跨部门联动协调制度,在创意项目中配套开发旅游功能,促进创意产业向旅游业延伸,提升旅游项目中的创意含量,创新商业模式,最终促进产业融合。     

“忠诚”从何而来？——媒介融合时代电视节目受众粘性影响机制研究

媒介融合时代电视节目能否留住受众,并吸引持续关注该节目,提高受众粘性是电视媒体生存发展的根本。本文基于相关行业成熟量表,对212名电视节目受众进行调查,从社会临场感视角探讨受众粘性的影响机制,实证分析互动感知在其中的中介效应。研究表明,互动感知在社会临场感到受众粘性的影响机制中存在部分中介效应,提升受众社会临场感有助于增强其互动感知,从而更有助于提高受众粘性。     

广播谈话节目中细节的运用与处理

广播谈话节目是广播节目主持人与嘉宾、听众之间的以思想观念、感情心理的深层交流为目的的双向交流节目。怎样使节目能够不断出新、出彩从而吸引听众呢?细节的运用与处理大有文章可做。细节分为两种，即必然的细节和偶然的细节。必然的细节更多地运用在节目的开场和结尾，它可以很好地烘托节目主题；偶然的细节，它可以使节目”形散而神不散”、自然流畅、浑然天成。有人说细节成就精品就是这个道理。在谈话节目中，必然细节和偶然细节是可以根据实际情况灵活运用于开场白、主体部分及结束语中的，决不能视为固定不变的公式。     

大众媒介对受众的控制及反思

媒介作为重要的传播载体,本应是实践主体作用和改造实践客体的感性工具。但作为＂工具性＂存在的大众媒介却越来越多地控制了受众。媒介意志的融入、经济利益的驱动、政治权力的卷入、大众文化的消解以及传播技术的奴役是造成这一现象的原因。如何应对大众媒介对受众的控制,一是要注重媒介工具理性和价值理性的统一;二是要加强对传播者的约束;三是要注重对受众的媒介素养教育。     

创意旅游及其特征研究

创意产业迅速发展,创意旅游应运而生。首先从供给和需求两个方面分析了创意旅游的形成条件,并对创意旅游这一概念进行了界定,探讨了创意旅游的特征,提出文化本位及创意基准是创意旅游的基本属性,创意互动是构成创意旅游的关键,同时也对创意旅游的应用进行了尝试性探讨。     

在毕业设计中培养大学生创新能力

本科毕业设计是一项理论与实践紧密结合的创新研究活动,是培养学生实践能力和创新能力的重要教学环节。在毕业设计过程中通过拟定方案,动手操作,发现新现象,攻克理论难点和技术难关,以及论文撰写等环节培养学生的创新能力。