文论视域下《乐记》的审美诉求及其影响

《乐记》是一部音乐美学著作,其中也蕴含着丰富而深刻的文艺思想。中和之美、声律之美、气论说和物感说等理论概念及范畴不仅充分体现了中国文学传统的审美诉求及创作理想,而且对后世文论的建构和发展影响颇深。我们应以辩证的眼光来看待《乐记》,取其精华,将它深刻的美学思想发扬光大。     

Mediated communication of ‘sustainable consumption’ in the alternative media: a case study exploring a message framing strategy

In view of previous effects of mediated communication on public knowledge, perceptions and concern about sustainability problems, this case study explores a message framing strategy for improving the effectiveness of mediated communication of the somewhat neglected topic of sustainable consumption. It describes how an information campaign on sustainable consumption was strategically framed, employing theories on effective and persuasive communication, and implemented through a community news medium in Christchurch, New Zealand. The resultant impacts of the campaign (significant increases in understanding of sustainable consumption and in the number of parents expressing concern over advertising effects on their children's material desires) were indicative of the potentials of employing strategic message framing for improving mediated communication about sustainability. The study also illustrates the potentials for engaging alternative media in such communication. This paper argues that further steps to develop message framing strategies for mediated communication of sustainable consumption is necessary, as this appears to be a largely neglected area in communication and consumer studies, and concludes with an overview of aspects that may be considered in future communication and other initiatives promoting sustainable consumption as a means for achieving sustainability.     

西方学术视野中的广告研究

广告研究是研究流行文化的一个重要侧面：本文对西方学者的广告研究成果进行梳理，划分出三种不同的研究视角，即广告中的权力机制研究、广告与消费愿望的关系研究、广告受众的主动性研究。这些不同的研究视角从政治经济学、社会学和符号学等角度对广告进行考察，将这些观点综合在一起，可以对广告理论研究有一种较为全面的认识。     

论室内的意境设计

室内空间设计中的意境是设计师与受众情感上的共鸣,以增强室内空间的精神品位和艺术情调,满足人的需求。     

北京广告产业发展特点与关键

改革开放以来,北京广告业得到了快速发展,行业规模大、人才素质高、市场成熟度高,是我国广告市场传媒中心、创新研发中心、优质公司中心和高端人才中心。促进北京广告业发展,提高广告业在现代服务业中的比重和整体水平,是适应对外开放新形势、加速国内国际市场信息交流、提高资源配置效率、增强自主创新能力和民族品牌竞争力的迫切需要,是促进首都经济产业结构优化调整、加快转变经济发展方式和推进文化创意产业发展的有效途径,是加快北京世界城市建设的重要途径。     

农地经营权流转的农户融资诉求效应研究 ——基于中国家庭调查数据的实证分析

研究目的：基于农户潜在融资需求与渠道偏好视角研究农村土地经营权流转的农户融资诉求效应。研究方法：二元及排序Logit模型。研究结果：（1）在农户潜在融资需求方面,农村土地经营权流转行为对农户潜在融资需求促进作用明显。流转规模越大,农户潜在融资需求越高;流转合同签订,农村土地经营权流转的稳定性和农地可抵押性增强,农户潜在融资需求越高。（2）在融资渠道偏好方面,流转后农户沿着“非正规渠道—非正规与正规两者兼有—正规渠道”的偏好路径转变,逐步增加对于正规渠道的偏好。流转规模扩大及流转合同的签订会显著提升农户对正规渠道的偏好。研究结论：农村土地经营权流转会引致农户产生融资诉求效应,增加农户潜在融资需求,促使农户融资渠道向正规化转变。     

Applicability of the market appeal—robusticity matrix: a case study of heritage tourism

Hong Kong is a city where contemporary global culture coexists with traditional Chinese heritage. One way of promoting Hong Kong's traditional built heritage is to develop a number of linked sites as a heritage trail. For helping the development of such, this study evaluates the applicability of the market appeal—robusticity matrix on heritage tourism development, by assessing the potential for tourism in the single-surname villages of Hong Kong's New Territories. The study techniques include documentary research, questionnaire survey and interviews. The findings indicate the matrix is effective for enabling the assessment of heritage tourism potential because it simultaneously demonstrates the importance of two major considerations for both tourism industry and heritage managers, namely market appeal—an asset's appeal to tourists, and robusticity—its ability to endure visitation. The shortcomings of the model includes the inappropriateness of the technical term “product design needs” in the market appeal subset and lack of community concerns in the robusticity subset of the matrix.     

台湾对内地居民的旅游吸引力之透析

旅游地吸引力是激发旅游者旅游动机、并促使其付诸现实空间运动的最重要因子。2005年，随着国务院宣布开放内地居民赴台旅游，其相关事宜便引起了两岸业界、民众的极大关注。运用理论与定量相结合的研究方法，分析了台湾的旅游资源拉力和台湾影响内地居民旅游感知的因素，并通过市场调研，总结了内地居民对台湾的旅游感知度和旅游需求，从而展望了台湾对内地居民的旅游吸引力。     

Is television advertising being placed to reach product users?

Several textbooks, journal articles, and advertising practitioners indicate that the advertising for many products should be directed toward the heavy users of the product category. Other works suggest that advertising should be directed at current users of a brand to retain them or to users of competitive brands in an effort to attract them. The purpose of this article is to compare these directions for how advertising should be placed with data showing how advertising is being placed. The comparison is made using supermarket scanner panel data and household advertising exposure data. Examples are also provided to indicate the extent to which advertising could be targeted to heavy users of the product category and users of a brand, given the actual viewing and consumption patterns. Several implications for the placement of advertising are discussed.     

The ideology of class and tourism confronting the discourse of advertising

Starting from Baudrillard's analysis of the ideological character inherent in all consumption, touristic consumption, for many reasons ,has a special place in this social semantic. Here, advertising plays an important if not essential role because tourism is a product consumed outside of normal time and daily social space. Therefore the social semantic asserts itselfless through the product itself than through its representation: the discourse of advertising. But advertising discourse is plural, each form having its own ideology, competing with others. Behind the commercial competition lies a competition of social classes, but with a new typology, no longer based on the capital/favor relationship. Four ideological models are analyzed and illustrated with their advertising messages: the traditional model, the clerical/executive model, the youth model, and the “intellectual class” model.