Billboard and cinema advertising: Missed opportunity or spoiled arms?

Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on “smaller” media such as billboards and cinema, little is known on their effectiveness.     

微电影广告营销策略研究

本文在新媒体时代背景下,对微电影广告的概念及产生发展进行了解读。阐述了微电影广告自身的优势和竞争力,辩证地探讨了其在市场化过程中所带来的机遇和挑战,力求找到微电影广告的市场化策略,得到有利的发展启示,并使得微电影广告在未来的市场化中取得更好的效果。     

绿色产品与广告诉求匹配效应的理论分析与实证检验

绿色产品与广告诉求之间的匹配关系成为当前绿色营销课题中的核心问题。理论分析得出,对于自利型绿色产品,理性诉求对消费者的广告态度和购买意愿的影响更为积极,而对于利他型绿色产品,情感诉求表现的更为积极。实验结果充分证明了两个理论假设。     

畸变的时间与空间——电影《云图》的叙事特征分析

电影《云图》一反传统好莱坞电影线性的、类型化的叙事模式,构建了畸变的叙事时间与空间。其叙事特征有两点：一是叙事时间的碎裂与延伸;二是叙事空间的解构与统一。电影《云图》在叙事手法上的独创性值得思考。     

商界小说的权力欲望叙事

近20年来,伴随着中国社会文化语境的逐步开放和现代性思潮的日益扩展,欲望叙事获得越来越多的表征空间。基于此,商界小说的权力欲望叙事一方面着力描摹"权力崇拜"世相,展现权力追逐的"夷平性"——就像金钱可以以低俗为标准"夷平"低俗和高贵一样;另一方面敏锐刻画权钱交易带来的人性扭曲与异化,在揭示"官商合谋"的权力腐败的同时,进一步挖掘滋生这种现象的文化土壤,警示真正规范有序的市场经济运行机制构建的艰巨性,凸显出较强的文化批判的力量。     

A longitudinal examination of negative political advertising and advertisement attitudes: a North American example

This study examined the cognitive and affective components of advertisement attitudes towards positive and negative political advertising. Simulated advertisements for two US presidential campaigns conducted eight years apart were given to student samples at two state universities. The results indicated that, while overall attitudes had not changed, when examining sponsor‐positive advertisements and opponent‐negative advertisements separately the components of advertisement attitudes had changed over the eight‐year time span, particularly for female subjects.     

地方高校广告学专业实践教学体系构建——以云南曲靖师院为例

随着市场经济的不断发展,广告行业对人才的需求也提出新的要求,广告学教育也出现了新的机遇和挑战。各高校都在积极探索广告学教育的办学思路,尤其是加强对实践教学的研究。广告学专业没有固定的教育模式,需要结合高校的实际和地方经济文化的特点进行教学。根据广告学专业的特点,结合学校实际和当下的文化发展,围绕实践教学体系的构建进行研究。为地方高校广告学专业实践教学的开展提供参考和借鉴,目的在于提升广告学专业实践教学的质量,更好的培养广告人才。     

Time Budgets,Life Histories and Social Position

This paper falls into two parts. It has an initial brief theoretical discussion of the use of well structured short- and long-term narrative accounts of individuals' life experiences (respectively time-diary and work/life histories) in establishing the extent of their personal resources, and hence, ultimately, their social position. The second section discusses the development of a new social-positional indicator (currently called the Interim Essex Score or IES), and illustrates its use in an investigation of the consequences of women's career breaks on their subsequent levels of access to economic resources.     

概念营销在房地产广告中的运用

房地产业在整个国民经济中处于重要地位，它的健康发展对整个国民经济的发展起着举足轻重的作用。在新经济时代，产品同质化现象严重，房地产行业只有凭借以消费者为中心的观念，加强品牌管理及提升企业形象，才能取得长足发展。     

Employment of Ecology Themes in Magazine Advertisements Directed to Children

Abstract

The study described here was undertaken to assess the degree to which magazine advertisements depicted environmentally sound behavior on the part of children. Analyses were conducted on which environmental issues were emphasized and the extent to which large and small firms and companies in different industries utilized such advertisements. A content analysis permitted comparisons of the advertisements in 1987, 1997 and 2002. Various conclusions were reached regarding the extent and nature of the advertisements employed during both years.