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1.
ABSTRACT

Creating meaningful brand names for international markets can be particularly challenging because translation may distort intended meaning. To mitigate this issue, marketers can imbue meaning into a brand name with sound symbolism, which refers to the direct linkage between sound and meaning. The aim of this article is to examine whether sound symbolism effects are maintained after translating a brand name from English to Hindi. Results of an empirical study with Hindi-speaking subjects indicate that the sound–meaning relationship can persist after translation. A primary contribution is that sound symbolism can help create global brand names with consistent meaning across languages.  相似文献   
2.
在西方传统诗学中,文本只是作为艺术的载体而具有工具性意义,其自身的本性是隐而不现的。英美新批评理论以文本的研究为中心,对传统文艺批评形态起到了颠覆性作用。文本的突显并不是文艺批评理论发展进程中的偶然现象。该文试图从西方美学发展的时代性及其特定的时代主题出发,探讨文艺批评理论中文本突显的必然性,以此来理解英美新批评理论的现代意义。  相似文献   
3.
海明成是20世纪美国著名的小说家,其短篇小说《一个干净明亮的地方》是一部典型的虚无主义小说。文章以独特的视角描写了身处危机之下不同人的不同心态。  相似文献   
4.
卞之琳是中国现代诗歌史上智性诗歌写作的代表诗人,他吸收了西方象征主义诗歌理论,并将之与中国古典诗美相结合,创造了独具特色的诗美风格。《断章》是他的代表诗作,因其丰富的诗美含量而引发了对之众多版  相似文献   
5.
文学艺术作为对现实生活的反映,它不仅能积极地表现出生活的特性,也能够运用一些技法让读者去发觉艺术与生活之间的不同质,更好地显示出其功用。陌生化就是其中的一种。通过对韦勒克、沃伦的《文学理论》中“文学要有新鲜感”及相关内容的分析,以俄国形式主义文学批评所提出的“陌生化”概念为核心,进而探讨并得出这一批评流派与“先锋派”文学、象征主义文学等在思想观念上的同质与共性,即都重视文艺能够使人觉察现实世界的功能并强调陌生化在文艺中的运用。  相似文献   
6.
五四新文学全面开放的姿态为我们迎来了象征主义等西方文艺思潮,时至今日余威犹存。着眼于二者的复杂勾连,理清象征主义的概念,无疑有利于分析中国现代文学家对其偏爱的多方考虑。象征主义不遗余力的译介传播,促成了随后在文学批评、各个文体的创作及理论层面上中西诗学的融通。  相似文献   
7.
艾青的诗充满了对于民族与时代的耶稣般的殉道和忧伤。这份苦难和忧伤于艾青来说是个人之伤民族之痛的融合,是一份民族之爱、人类之爱,是谓之大爱,它构成了艾青诗歌的基本色彩。童年的遭际、游子的苦涩、民族的苦难与象征主义的朦胧、隐晦、忧郁天然契合,并化为一种美学特质渗入他的诗行,从而酿就了独具风格的“艾青体”诗歌。并且,从艾青的漫长的创作过程及其作品,我们看到了一个时代的变迁,因而“史”的性质是明显的:历史发展的曲线与诗人创作的曲线达到了完美的契合。诗人就这样以自己的历经半个多世纪的诗歌创作及其独特的艺术风格真实记载了20世纪的中国,并由此完成了一部诗史的建构。  相似文献   
8.
    
This paper reports an ethnographic study of the initiation of a strategic change effort in a large, public university. It develops a new framework for understanding the distinctive character of the beginning stages of strategic change by tracking the first year of the change through four phases (labeled as envisioning, signaling, re-visioning, and energizing). This interpretive approach suggests that the CEO's primary role in instigating the strategic change process might best be understood in terms of the emergent concepts of ‘sensemaking’ and ‘sensegiving’. Relationships between these central concepts and other important theoretical domains are then drawn and implications for understanding strategic change initiation are discussed.  相似文献   
9.
ABSTRACT

In this article we study the influences of esthetic, functional, and symbolic dimensions of design on attitude toward fjord cruise boats and intention to recommend using the product. Also, we argue for the importance of a product to blend in with the surroundings in which it is used – contextually congruent design. In two studies we find that aesthetic, functional and contextually congruent design has positive influences on attitude toward fjord cruise boats. Designers of fjord cruise boats should develop boats with designs that are congruent with the surroundings in which they will be used.  相似文献   
10.
    
This study contributes to the theoretical understanding of the impact of packaging in marketing, and confirms the importance of perceived instrumentality, aesthetics, and symbolism in this process. This study examined two types of packaging used by a firm that makes chilled meals. One package had a transparent cover showing the food inside and the other had an opaque wrapper showing a picture of the food. Sales for the product with the transparent cover were 30% lower than for the same product packaged in the opaque wrapper. An experimental study examined the effects of packaging on buying intentions. Supermarket shoppers (n = 100) were shown the same product in one of the two packages and answered a survey about the mediating variables: perceived instrumentality, aesthetics, and symbolism, and the dependent variable, purchase intentions. As predicted, participants expressed more interest in buying the product with the opaque packaging. In addition, the transparent packaging was perceived as more instrumental, less aesthetic, and less symbolic of quality than opaque packaging. Perceived aesthetics and symbolism, but not instrumentality, were documented to mediate this process. Analyzing packaging using the instrumentality, aesthetics, and symbolism model can help marketers and designers develop more effective packaging for various products, contexts, and consumer groups. The study views packaging as a critical marketing tool and not merely a logistic tool, and identifies one psychological mechanism that underlies the impact of packaging on purchase intentions.  相似文献   
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