功能目的论视角下的电影片名翻译

随着改革开放的不断深入和我国经济文化的快速发展,许多外国电影不断被引入国内市场。伴随着中国电影产业文化的快速发展,大量华语影片也逐渐进入国际视野。作为中国文化品牌影响力的一部分,片名是电影的商标和广告的载体,片名的翻译能够直接介绍电影内容,影响受众目标的接受程度和市场预期。在英文电影片名的翻译研究过程中,本文从功能目的论的角度深入探讨电影片名翻译的具体策略和运用方法。     

探索星美汇未来发展之道——以徐州星美汇为例

目前,中国电影产业正在蓬勃发展,但是电影品牌还尚未形成,以＂做好电影,做强市场,做大文化＂为品牌理念的星美集团,将星美汇作为打造全产业链型商业模式过程中的重要一步,但是通过对徐州星美影院内星美汇的观察,发现其中存在几个问题,从问题出发,进而展开对电影产业品牌的讨论。     

做好“品牌明星”的经纪人

<正> 品牌经纪人,就是做品牌的经纪人,像经纪明星一样经纪品牌。明星经纪人怎么经纪明星?勘查明星潜质,发现适合她的路数,为她度身定做歌曲或角色,为她包装,告诉她应该在哪些场合说哪些话,怎样讨好她的歌迷、影迷,如此这般,以便吸引人们来听、来看、来消费明星。品牌经纪人作为企业品牌经营规划者,旨在为本土企业创造出强势的、健全的品牌提供新思想、新方法。     

名人娱乐营销制胜之道

名人营销遍地开花市场有待专业化 娱乐营销作为近年来兴起的一种营销方式,涉及电影、音乐、体育、文艺、名人合作等众多领域。而娱乐营销中的利器——以＂名人＂打造营销平台的手段早已是遍地开花。企业纷纷希望借助明星的名人效应，将消费者对明星的热衷转化为对品牌的热衷，从而促进销量，占据更大的市场份额。     

东方船上明星多多

想当年,李默然先生代言一胃药品牌,首开中国明星代言广告先河,当时还引起了很大争议。时至今日,明星代言广告大行其道,已成为企业提升品牌惯用的手段。 怎样为企业挑选合适的明星代言人-如何满足明星尤其是大牌明星对制作水准严苛的要求-作为明星广告的运作者,广告公司的专业水准和拍摄制作实力,往往要经受企业和明星的双重考验。可以说,能否运作明星广告、运作的多少,几乎成了判断一个广告公司专业水准的标准之一。 东方船（中国）影视传播机构是运作明星广告较多的公司,我们也几次接受东方船三地公司邀请探班,现场亲历了几次明星广告的拍摄过程,了解到很多鲜为人知的“内幕”……[编者按]     

谨慎的赌徒

不得不承认,电影产业不是一片商业创新的沃土。尽管在超过百年的发展历程中,电影本身的制作技术在突飞猛进,但电影制片公司的主流商业模式却始终踟蹰不前——延揽明星投入巨资来制造银幕神话,有时候它们成功了,     

从影片《风烛泪》看中国电影产业之路

在目前的中国电影市场,酷炫的特效、动人心魄的场景、大牌明星的演绎更加吸引大众消费,而意大利新现实主义代表作《风烛泪》这类大片将人们渐渐带离了最平常的生活,忽视了生活最真实的一面。本文以《风烛泪》为例,浅谈中国电影产业之路。     

中国电影产业起飞大不同

2009年，中国观众大饱眼福，《建国大业》、《孔子》、《2010》、《阿凡达》等数部大片接连上映。《阿凡达》刺激了中国的3D电影和相关产业，上映24天，全球总票房席卷13亿美元，中国电影望洋兴叹，感慨之余，中国电影人开始反思和寻找电影产业新起点。在调整产业结构的基础之上，发展民族电影，创立中国自己的电影品牌，成为共识。1月25日，国务院出台了《国务院办公厅关于促进电影产业繁荣发展的指导意见》（以下简称”意见”），这一意见再次从国家战略的高度对电影产业进行规划，国家对电影产业提高了监管和推动力度。意见中指出，国家将扶植”骨干企业品牌战略和重点工程”，试图建立中国电影产业品牌，夯实中国电影产业的基础，提高其国际地位和影响力，这将是中国电影发展的新转折点。     

影业公司的借势营销

正5月16日,一部让人"哭着笑,笑着哭"的4K电影巨制《归来》亮相IMAX巨幕。和以往电影不同的是,《归来》不仅是张艺谋签约乐视影业后的首部作品,更是第一部由互联网公司制作的4K电影。《归来》背后的操盘手,就是曾参与暑期档华语系列电影票房冠军《小时代》等作品、将自己定位在"分享电影文化价值的互联网公司"的乐视影业。而在《归来》现身银幕的同一时间,乐视影业兄弟公司乐视网也同步推出《为你归来·全屏实力》全新品牌宣传     

对比分析与华语影片名的英译

作为一种大众艺术的形式,电影具有很强的生命力。随着文化交往的日益深刻,电影也成为了传递文化的方式之一。怎样给华语影片片名冠以精彩贴切的英文译名,就成了吸引国外观众眼球、传播中国文化的关键所在。文章通过对25部华语影片片名和25部英文影片片名进行对比分析,得出中英文影片片名的异同点,并对华语影片片名的翻译策略提出意见。     

传播学视野下的影视植入广告

在影视作品中植入广告的营销方式并不新鲜,当前的问题是很多广告的植入严重存在着盲目性。在传播学视野下,成功的广告植入必须保证编码的有效性,即针对特定的受众、特定的情节,特定的时机选择匹配的产品;注重产品品牌的符号信息与影视作品内容的相互构建,从中充分发挥符号互动的张力,使其影响的范围更广、时效性更长,从而达到潜移默化的宣传效果,实现最佳的营销目的。     

我国快递业品牌建设现状及对策思考

本文认为,面对已进入我国的国际快递业品牌巨头,我们不难发现,我国快递业品牌和品牌建设方面存在的问题十分突出,主要是品牌意识淡漠,品牌不成规模,品牌定位不准,品牌缺乏内涵,品牌推广乏力。当前,审视WTO市场环境下中国快递业的竞争态势,我国快递业的品牌建设应从以下几方面下功夫:转变品牌经营观念,正确认识品牌价值;加强品牌整合,实施差异化战略;明确品牌定位;重视品牌内涵建设;构建品牌推广体系,提升品牌实际价值等。     

Can brand image move upwards after Sideways? A strategic approach to brand placements

In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of integrating brands into entertainment media, particularly television and film. Brand placement engages the audience, limits viewers’ ability to ignore commercial messages, and even impacts purchase behavior—as evidenced by the surge in Blackstone pinot noir wine sales after the brand's placement in the movie Sideways. Despite the prevalence of this practice, however, the industry often operates in a somewhat unfocused manner. In this article, we draw from academic literature and industry publications, offer insight regarding the growing popularity of brand placements, and suggest a specific set of guidelines to enhance the efficacy of placements in accomplishing a brand's marketing objectives.     

Brand personality and its outcomes in the Chinese automobile industry

The purpose of this study is to understand the relationship between ‘brand personality’ and key outcomes in the Chinese automobile industry. A secondary aim of the study is to look at whether or not these relationships hold across purchasers and non-purchasers. The major conclusion is that while brand personality dimensions are somewhat consistent across both purchasers and non-purchasers, the brand personality outcomes differ somewhat between the groups. First, brand personality plays a critical role in improving perceived quality and creating brand trust, a key finding given the intensely competitive nature of the Chinese automobile industry. Second, perceived quality plays an important role in mediating the relationship between brand personality and brand commitment for both groups. Third, perceived quality does not affect brand trust for the purchaser group. In the context of Chinese automobile industry, increasing the level of perceived quality of a particular brand requires convincing non-purchasers that the brand is valuable, and that the information being provided is useful. Fourth, since the relationship between perceived quality and brand trust was found to be non-significant, future research studies may wish to focus on obtaining a better understanding of Chinese cultural perspectives to shed further light on why perceived quality and brand trust are not related for the automobile purchaser group.     

认同性接受心理与品牌传播

本文通过对受众接受心理的特点分析,提出认同感是受众在选择接收信息时的首要条件。要树立品牌、推广品牌、延续品牌,就必须把握受众心理,品牌传播贴近受众情感,满足受众需求。     

基于感知的品牌丑闻对明星代言人评价的影响

层出不穷的品牌负面信息,既伤害了品牌的形象评价,也对品牌代言明星及广告代理服务业的利益带来损害.文章通过两个实验,研究考察了品牌发生丑闻后对代言明星的负面影响.结果发现:品牌丑闻对品牌形象的评价确实造成很大危害,同时也给代言明星带来负面影响;品牌丑闻的负面影响,依丑闻类型不同而异,同时与代言合同签订时的具体情境有关;能力型品牌丑闻的负面影响溢出比道德型的要强,但仅表现在代言人低过失代言情境下,在高过失情境下无差异.研究结果对品牌维护管理、广告代言管理等有重要的理论与实践借鉴意义.     

电商化转型零售商的品牌权益提升机制与路径研究——基于双渠道品牌形象驱动的视角

网络零售强烈冲击下的国内传统零售业面临行业生存危机,电商化转型已经成为行业的必然发展趋势。文章通过界定电商化转型零售商及其品牌形象、品牌权益的概念,提出其“实体-网络”双渠道品牌形象结构的概念模型,并进一步构建其“双渠道品牌形象——品牌权益”驱动机制模型,以结构方程结合信度分析、效度分析等方法进行了实证分析。研究发现：电商化转型零售商的实体品牌形象各维度变量对网络品牌形象的对应维度变量都具有非常强的直接积极影响（即支撑效应）,价值维度、价格维度、供应维度的支撑效应由强至弱;实体品牌形象各维度变量对品牌权益产生明显的总积极影响（即提升效应）,价格维度、价值维度、供应维度的提升效应由强至弱,但供应维度无直接影响;网络性品牌形象各维度变量对品牌权益产生明显的直接积极影响（即提升效应）,供应维度、价格维度、价值维度的提升效应由强至弱。     

The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case

Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.     

Slowing the adoption and diffusion process to enhance brand repositioning: The consumer driven repositioning of Dunlop Volley

What should you do when your brand becomes ‘hot’ overnight among influential endorsers? Do you exploit this sudden rise in popularity and mainstream the brand, or do you attempt to slow the diffusion process and seek to understand how to market to these consumers? Drawing on the case of Dunlop Volley in Australia, we argue that mainstreaming the brand by targeting later adopters results in a short-term fashion cycle rather than creating long-term brand value. Since these brands are ‘discovered’ by consumers, marketers must first understand the value system underlying this adoption and then fit the marketing program to these values. In the case of Dunlop Volley, slowing diffusion rates was achieved through four tactics: the rejection of hard sell marketing, appearing authentic, targeting alternative distribution channels and delaying launch to the mainstream audience. These activities ensured the ongoing credibility of the brand with endorsers and helped revitalize a long-thought ‘dead’ brand.     

品牌、交易成本与房地产品牌

交易成本是品牌产生、创建与品牌价值形成的关键要素。房地产商品特性和政策约束,使房地产交易成本呈现“部分刚性”,从而加大了房地产品牌创建的难度。房地产企业应在经营规模、产权确认、信息供给和交易执行机制上作出努力,通过降低购房者的交易成本,方可有效创建房地产品牌。