论报纸广告市场的开拓与经营

分析了影响报纸广告投放的因素,并着重论述在我国市场经济体制中,如何开拓与经营报纸广告。同时介绍了国外一些报纸广告的运营模式,对我国报业广告的经营提出了一点建议。     

高校视觉识别系统的特质

在市场经济的前提下,高校面临着前所未有的竞争和机遇。为提高高校品牌,并且防止“南橘北枳”的现象,有必要结合实例对高校VIS（Visual Identity System）的特质进行研究分析。结果表明高校视觉识别系统的特质在于更为深厚的文化底蕴、特殊的受众群体和应用环境、独特的价值取向。     

修辞情景背后的动机说——以尼克松访华系列演说为例

演讲与修辞的渊源关系并未促进修辞视角下的外交演讲研究。就尼克松访华系列演说为例,学术界对其进行的修辞分析有所欠缺。分析尼克松访华演说所面临的修辞形势及其应对策略的同时,重点考察尼克松总统的受众意识。尼克松访华系列演说运用了娴熟的语言手段最大范围地争取了受众的认同、缓解了敌意,进而促使了受众接受访华举措。     

五种旅游信息传播模式的比较与整合

旅游信息传播是旅游活动的核心过程,也是旅游研究的重点领域.文章通过梳理相关研究成果,对比分析5种具有代表性的旅游信息传播模式,对其学科属性、概念内涵、模式结构、表述类型等内容进行归纳总结.在此基础上,文章从系统科学、社会心理学和社会伦理学切入,整合并重构旅游信息传播的过程及其结构要素,提出一个由传播者、信息、媒介、游客4大要素为主体,以大众传播、人际传播、组织传播、群体传播为传播方式,并以三环结构为几何特征的旅游信息立体传播模式,为旅游信息传播研究提供了一种新的框架和思路.     

窄众媒体发展之路——《糖烟酒周刊》经营策略研究

成功源于方法、源于策略。本文联系《糖烟酒周刊》的发展轨迹,揭示了该刊从经营定位、经营体制、管理模式、经营策略等方面的转变,由简单的杂志到经营品牌,成功实现了从专业商务期刊向媒体运营平台的跨越发展的过程。     

Measuring Motivations for Media Exposure: A Thesis

The present article discusses the problem of separating the motivation conceptempirically from other relevant concepts in research on mass media audiences.For about half a century, audience researchers use questionnaire items with adistinct format as measurements of motivations for media exposure. It isargued that these motivation items grammatically reflect the nature of themotivation concept as a theoretically intermediate variable between behaviourand its social or mental background, thus constituting the most plausibleindicators of the concept. However, it is also argued that these questionnaireitems are double-barrelled and that any measurement of motivations based onthe items can largely be considered an ambiguous mixture of behaviour and itssocial or mental origin. A study is presented that provides empirical support for this position.     

公交电视的发展、局限与前景方向

文章针对数字移动电视播放和收看的现状分析了其及时效性强、内容易获得、强迫收视等特点,以及运营成本居高不下,广告规模有限,对受众权利有所侵犯等局限,提出了最大效用地利用移动数字电视的受众及广告资源的途径。     

Exploring VCR use as a leisure activity

On the basis of a uses‐and‐gratifications perspective, this exploratory study examined the TV viewing and VCR use of a sample of 119 households with VCRs. The instrument developed for use in this study consisted of a TV and VCR diary in which respondents recorded a variety of information related to each viewing (or recording) occasion for 1 week. The results suggest that although the ability to manipulate the broadcast schedule was a valued feature of the VCR, VCR use merely enhanced established patterns of TV viewing rather than significantly altered TV viewing or leisure behavior. The playback function of the VCR represented a primarily solitary activity pursued for entertainment and relaxation. Watching rented movies represented a primarily social activity pursued for entertainment, relaxation, and companionship. An equal number of television programs were viewed alone as were viewed with others.     

电视广告对受众的消极影响

电视广告是对受众影响最为深远的一种广告形式，在发挥积极作用的同时，它也产生了一些负面影响如打扰了受众的日常生活，助长了个人享乐主义的蔓延，诱惑儿童追逐名牌，降低了女性对自身的角色期待等本文对这些消极影响做了梳理和剖析，以全面认识电视广告对受众的影响，并促使受众对电视广告的负面影响有清醒的认识和足够的警惕。     

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。