提问建构式篇章分析法与英语专业基础英语课教学

提问建构式篇章分析法是针对传统的精读、精讲式方法提出的新的英语专业基础课教学方法，笔者通过实证对比研究，得出其有利于提高学生各项技能的结论，它在专业基础英语课堂上的应用较之精读、精讲式教学法有明显的优越性。     

继续加强大学英语基础课的学习

针对目前外语界一些人不重视大学英语基础课的学习这种现象,探讨了在目前情况下还须继续加强大学英语基础课学习的重要性和必要性,同时提出了加强大学英语基础课的学习的一些措施和具体办法。     

从语用学的角度分析英语广告语言的特点

本文从大量的英语广告实例入手,探讨英语广告语言的词汇、句式和修辞等三大特点,并从语用学的角度对英语广告语言的语用基础进行分析。     

Is globalization a road to duopoly?

In global markets, the market shares of the two or three biggest firms sum up more than 90 percent and firms do marketing efforts. However, the classical neo-walrasiano theoretical framework only is able to justify these stylized facts with particular firms’ cost structures, being one reason the presumption that there are no information costs. Towards the rationalization of those stylized facts, I study the evolution of the market structure in a model of price advertising with a variable that controls the degree of openness of regional markets. The main result of the model is that in equilibrium the structure of a global market is the duopoly.     

Information congruity in scarcity appeal: A structural equation modeling study of time-limited promotions

Although market scarcity such as time restriction is widely used in retail advertisements, its impact on product message processing and product evaluation is still subject to controversy. In this study, analyses through structural equation modeling indicated that (i) scarcity had no impact on product message processing, (ii) scarcity had a direct impact on product evaluation as a heuristic cue when the value inferred from scarcity was congruous with the worth derived from product message, and (iii) scarcity lost its impact on product evaluation when the value inferred from scarcity was incongruous with the worth derived from product message, and the incongruity prompted scrutiny of product message, resulting in a mediated impact of product message on product evaluation through product message processing. In conclusion, the results supported an information congruity theory of market scarcity.     

中外大学生英语硕士论文中四词词块的比较研究

本研究以中国学生和英语母语学生应用语言学硕士学位论文中的四词词块为调查对象,从结构和功能角度对比分析了中外大学生在英语学术写作中的词块使用情况。研究发现,与英语母语学生相比,中国学生使用了更多数量和更多种类的四词词块,更偏爱使用被动结构的词块,较少使用介词短语词块,但对"参与者主导的词块"的使用明显不足。     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

Drawing on reversal theory (Apter, 2007), the current research proposes that internet users' metamotivational state (telic vs. paratelic) determines advertising interactivity's effectiveness. An online field experiment involving 141 Facebook and Twitter users tests this proposition. Research findings support telic state consumers form more positive attitudes toward a low-level interactive ad, whereas paratelic state consumers form more positive attitudes toward a high-level interactive ad. Further, this research shows that an arousal seeking tendency mediates the metamotivational state's impact on ad attitude.     

关于对高职学生现用教材使用情况问卷调查的分析报告

本文分别从问卷调查的基本情况论述了高职学生现用教材使用情况问卷调查的分析报告。     

English Proficiency and Earnings of Foreign-Born Immigrants in the USA from 1980 to 2000: The Effect of Minority-Language Enclaves

This paper compares the importance of English proficiency (EP) on earnings among the foreign-born immigrants from 1980 to 2000 and shows its importance varied over time. The key issue examined is changes in the impact of being in a minority-language enclave and its interactions with the return to EP. Results show that the negative effects of enclaves were the greatest in 1990 and such effects were significantly stronger among those fluent English speakers. The relationship between EP and the enclave effects is explored, which confirms their strong interaction in 1990. However, the evidence of fluent speakers' large migrations from enclaves between 1990 and 2000 is not strong, as of the 24 foreign language groups, 13 showed decreases in fluency in enclaves relative to non-enclaves, while 11 showed increases in fluency in enclaves relative to non-enclaves. This may relate to non-wage benefits of living in enclaves, such as social benefits.