商业楼盘广告的语言特点及其英译策略

中国的房地产业发展迅猛,商业楼盘广告更是花样百出,然而当前商业楼盘广告的翻译却不尽人意,“雷人”的英文译文数屡见不鲜,长此以往,必将严重影响我国的国际形象。商业楼盘广告作为一种广告类型,除了具有广告文本的普遍特点,还有着其独特的语言风格,结合其翻译的目的考虑,译者应当采取较为灵活的编译策略。     

Attitudes and Donation Behavior When Reading Positive and Negative Charity Appeals

This article tries to clarify whether negative charity appeals (i.e., advertisements emphasizing the bad consequences of not helping) or positive charity appeals (i.e., advertisements emphasizing the good consequences of helping) are more effective. Previous literature does not provide a single answer to this question and we suggest that one contributing reason for this is that different studies have operationalized appeal effectiveness in different ways (e.g., actual behavior, self-rated helping intentions, or expressed attitudes about the ad or the organization). Results from four separate studies suggest that positive appeals are more effective in inducing favorable attitudes toward the ad and toward the organization but that negative appeals are more effective (in studies 1A and 1B) or at least equally effective (in studies 1C and 1D) in eliciting actual donations. Also, although people’s attitude toward the appeal (i.e., liking) was a good predictor for the expected effectiveness in increasing donation behavior (in Study 2), it was a poor predictor of actual donation behavior in all four main studies. These results cast doubt on marketing theories suggesting that attitudes toward an advertisement and toward the brand always lead to higher purchase behavior.     

Whiteness and Western Values in Global Advertisements: An Exploratory Study

This paper explores the emergence of sponsorship-linked events as a strategy to leverage relational outcomes through sponsorship investment. The growing use of sponsorship-linked events reinforces the need to understand the potential of such leverage strategies, thus the findings contribute to the body of literature on effective sponsorship practices. Findings from semi-structured interviews with Sponsorship and Marketing Managers suggest a shifting orientation among sponsors towards the pursuit of relational objectives. The privileged access to consumers afforded through sponsorship allows sponsors to manufacture opportunities to create intimacy with customers through sponsorship-linked events in relaxed, comfortable environments; thus sponsorship-linked events are positioned as a rich environment to add value to consumer–brand interactions and achieve relational objectives. Hosting specifically designed events affords sponsors an increased modicum of control over consumer–brand experiences in sponsorship environments characterised by a lack of control over sponsored property actions. However, this control may be eroded by social media technologies, which facilitate consumer–consumer communication around sponsorship-linked events. Social media, however, is proposed as a useful tool to elicit consumer feedback, addressing the misalignment between current sponsorship evaluation practices and emergent relational objectives revealed in the empirical findings. Therefore, successfully activating the sponsorship-linked marketing space demands an integrated and strategic approach.     

Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general

Although considerable research has examined attitude toward advertising in general (AG), little is known about AG's determinants. This study investigates gender stereotype-related constructs whose relationship with AG is understudied and unclear. Structural equation modeling demonstrates that attitude toward sex/nudity in advertising predicts AG indirectly through the perceived offensiveness of advertising. Also, the more consumers believe that advertising portrays gender stereotypes, the less favorable their AG. Multi-group analyses, however, demonstrate that offensiveness harms AG for men, but not women. Also, gender-stereotype attitudes harm AG for female and younger consumers, but do not harm AG for male or older consumers. These results have important implications for advertisers in message targeting and advertisement execution strategies. Also, because unfavorable AG increases demands for governmental oversight and interference, the advertising industry should strengthen self-regulation. This self-regulation should proscribe traditional gender stereotypes and excessively erotic ads that may offend consumers, even if those consumers are outside an advertiser's target market.     

浅谈儿童广告中的“视野期待遇挫”现象

本文从接受美学的角度出发,探讨了儿童广告与视野期待之间的关系。认为巧妙制造"视野期待遇挫"现象将有助于增强广告受众的倾向性。从设计原则与策略方面探讨了创作具有"视野期待遇挫"特色的广告作品的积极意义,希望对广告的创作起到一定积极作用。     

出口退税的贸易效应研究 ——来自中国服装出口的经验评估

在我国历年出口退税政策调整中,服装产品退税率的调整频率和幅度在各行业中最为突出。以引力模型为基础,研究我国出口退税政策对服装出口的影响。实证结果表明,在控制贸易双方GDP、地理距离、货币相对购买力和国别特定因素条件下,出口退税政策调整对服装出口具有显著影响,提高出口退税率可以稳定或扩大出口,有效应对外需疲软。为消除出口骗税产生的虚假贸易数据的影响,以扣除贸易成本的进口国报告的进口额衡量我国出口贸易规模,实证结果再次印证,出口退税对服装出口有显著促进作用。     

就业、出口退税对人民币汇率影响的分析

解决就业始终是中国宏观经济调控的重要问题,而出口部门的增长也始终是解决就业的重要通道.多年来,就业对出口的依赖性不仅没有下降,而是越来越强.国家为支持出口贸易的增长,不断增强出口退税的力度,从而保证就业的增加.但从2005年以来,随着人民币汇率的升值,出口商品竞争力受到削弱,而为保持出口贸易必要的增长率,又不得不大幅度提高出口退税力度,以缓解人民币汇率升值造成的压力.本文的研究表明,出口退税超额支付的结果,固然改善了企业经营绩效,间接增强了出口商品竞争力,但却造成了人民币汇率"低估"的假象.今后,在继续改革人民币汇率形成机制的过程中,科学厘定出口退税的经济职能,合理确定出口退税额的规模,是改革人民币汇率形成机制的必要条件,也是人民币汇率浮动空间的主要经济参数.     

Estimating the Half-life of Advertisements

The effectiveness of an advertisement wears out over time; eventually, it becomes totally ineffective. The author proposes a concept for measuring the lifetime of an advertisement and derives closed-form expressions for it under certain conditions. In addition, the author distinguishes the proposed concept, the half-life of an advertisement, from the prevalent notion of the duration of advertising effects. More importantly, the information on the half-life of ads is actionable from a managerial standpoint, whereas that on the duration of advertising effect is hypothetical. To enable advertisers to estimate the half-life of their ads, the author describes an estimation approach and illustrates its use by applying it to the advertising of the Dockers® brand of Levi Strauss and Company. Substantively, the lifetime of advertisements for the Dockers® brand is about three months. Thus, advertisers are well-advised to periodically estimate the half-life of their ads, so that they can plan the timing to replace worn out advertisements.     

出口退税政策对我国外向型经济的影响

本文首先回顾了我国出口退税政策的历史沿革,并从中归纳出我国出口退税政策的基本特征。其后,从出口贸易量、出口产品结构和国家外汇储备等方面,分析了出口退税政策对我国外向型经济的影响。     

Modeling the Impact of Advertisement‐Image Congruity on Applicant Attraction

This study examines the effects of the perceived congruity of recruitment advertisements and organizational image on organizational attractiveness. Based on Mandler's schema congruity theory (1982) and on recruitment research, we developed hypotheses and tested them on a sample of 1,091 individuals. The results show that recruitment advertisements that conform to the organization's image show a higher degree of attractiveness to applicants, particularly because these advertisements have higher resulting credibility than advertisements with low congruity. Furthermore, applicants’ level of familiarity with the organization moderates the relationship between congruity and organizational attractiveness, as congruent recruitment advertisements lead to more positive effects for well‐known organizations. This suggests that highly recognizable organizations should use congruent advertisements to unleash the full potential of their recruitment efforts. © 2015 Wiley Periodicals, Inc.