电视广告中女性刻板形象的表现、成因与对策研究

电视广告中女性刻板形象主要有贤妻良母型、性感美女型、小鸟依人型、强势女人型等类型，其成因是多方面的，对社会健康发展造成的消极影响也是多方面的。因此，必须更新观念，建立和健全一系列制度和机制，营造一个更加健康的传媒生态环境。     

Corporate venturing: the origins of Unilever's pregnancy test

Large established corporations face many challenges to develop and sustain dynamic capabilities in innovation and the creation of new businesses because of constraints arising from technological and resource lock-ins, and routine and cultural rigidities. From the 1960s large corporations became increasingly aware of such problems. Heavy research spending was not translated into successful new business creation. The formation of autonomous entrepreneurial units within large corporations was one response. The origins of Unilever's home pregnancy test, Clearblue, which was launched in 1985, is used as a case study to examine the viability of one version of this strategy. Unilever was able to translate its extensive knowledge base in immunology into a successful branded product in medical diagnostics by creating a separate corporate entity, Unipath, with a distinctive culture, shielded from the mainstream Unilever organisation, yet able to draw on corporate capabilities in marketing, and financial resources. Yet the very distinctiveness of Unipath orphaned it within Unilever, and the business was divested in 2001.     

The effects of producers’ trademark strategies on the structure of the cognac brandy supply chain during the second half of the 19th century. The reconfiguration of commercial trust by the use of brands

Abstract

The role of intermediaries in the distribution system of the cognac brandy trade changed with the choice of brand strategies by producers, thanks to the development of favorable legislation for property rights. Prior to the enforcement of trademark laws, consumers relied heavily upon the personal reputations of retailers in order to choose the spirits they drank. The recognition of producers’ trademarks in the second half of the nineteenth century reconfigured the issue of trust by allowing producers to integrate forward into distribution and marketing and by allowing consumers to trust an entity that they did not know personally: producers’ brands. They took over part of retailers’ work and tried to monitor intermediaries so as to enhance their own name as a sign of quality.     

Patterns underlying required HR and IT competencies: a content and cluster analysis of advertisements of HR manager positions

Abstract

Despite the pervasiveness of Information Technology (IT) in organizations, IT competencies for non Information Systems professionals such as Human Resource (HR) managers have been overlooked and limited attention has been paid to the interrelationships between IT and non-IT competencies. Building upon signaling theory and the configurational approach, this study characterizes actual IT and HR competencies that firms signal when recruiting for HR manager positions. A content analysis of 207 online job advertisements of HR manager positions is first conducted. Using factor analysis, three bundles of competencies are unveiled: IT, strategy, and employee and workplace well-being. Then, a cluster analysis approach that combines hierarchical and non-hierarchical clustering algorithms is applied, followed by discriminant function analysis for validation. The study uncovers three strongly separated clusters of recruiting organizations based on required IT and HR competencies for HR manager positions. The clusters are labeled according to their dominant required competencies: (1) strategy proponents ?10% (2) technology proponents ?30%, and (3) basic proponents ?60%. The proposed classification goes beyond the normative understanding of IT competencies for HR managers and the way they combine with HR competencies: it provides a well-structured and parsimonious lens that is useful for recruiters, applicants, and educators.     

悬赏广告的法经济学分析

本文通过描述案例 ,对悬赏广告进行法经济学分析 ,认为悬赏广告实质上是失主向不特定人发出的、由拾得人承诺的、涉及权利交易的契约 ;在现实生活中 ,悬赏广告的出现和增多 ,是适应变化的现实需要而实施的制度创新 ;这一创新能促进人们之间的合作 ,产生合作剩余、增加社会福利或减少损失 ;但是悬赏广告作为一种新的制度或契约 ,从其产生到被普遍接受是一个长期的变迁过程 ,为节省交易费用 ,提高制度运行效率 ,需要国家从法律上加以确认。因此 ,本文建议进行相关法律的修改或创新 ,从而国家也成为联合创新这一新制度的主体之一。     

英汉歧义在广告语中的积极运用

歧义是一个语言表达方式有两种或两种以上意义的特殊语言现象，它作为广告文体中经常使用的技巧之一已经引起广泛关注。该文着重从英汉语音、词汇、语法／结构及语用等四个层面展示英汉歧义在广告语中的积极运用。     

言语行为理论视角下英语广告中的双关修辞艺术

广告是一种应用语言,其目的在于向受众宣传某种观念或推销某样商品,其不可替代的社会语用功能使之成为语用学研究的一个重要领域。而双关作为一种富有内涵的特色语言,被广泛运用在广告中来提升广告价值、吸引受众眼球。本文基于奥斯汀的言语行为理论三分说,结合实例对英语广告双关语的语用特点进行分析。     

品牌服装广告的现状及发展策略研究

服装广告是服装企业为宣传自己的品牌、服装产品、营销方式等而进行的一系列的宣传性活动,广告在服装品牌的创建与发展中发挥了重要的传播作用。本文详细分析了我国品牌服装广告的现状,并从媒体组合、公共关系和终端展示三个方面对服装广告的发展策略进行了论述,希望给中国的服装企业提供参考。     

Mr. Potato Head fights food waste: The effect of anthropomorphism in promoting ugly food

Ugly food refers to vegetables and fruits that are oddly shaped, colored, or sized. Ugly food is typically thrown out, which represents a significant amount of food waste. This study aimed to identify effective ways to promote ugly food consumption by analyzing the relative persuasiveness of advertisements in terms of three variables: anthropomorphism (anthropomorphic vs. non-anthropomorphic), temporal framing (near future vs. distant future), and message framing (loss vs. gain). The results showed that anthropomorphism and distant future messages have a significant positive influence on consumers’ purchase intentions toward ugly food. This finding confirms that there is a significant matching effect between temporal distance and loss-/gain-framed messages on consumers’ purchase intentions toward ugly food. Additionally, this matching effect between temporal distance and loss-/gain-framed messages varies depending on the level of anthropomorphism present in the messages. The study also provides implications for effective marketing communication in the context of ugly food promotion in the foodservice industry.     

Gender stereotypes in television advertising in the Middle East: Time for marketers and advertisers to step up

Gender stereotypes, which are particularly harmful to women, have historically been prevalent in advertising, prompting some governments and brands to regulate conventional gender portrayals. This study examines current gender portrayals in television advertising in the Middle East, and specifically in the countries of the Gulf Cooperation Council (GCC), because of the increasing importance accorded to women’s empowerment in some of these countries. Building on similar studies elsewhere, we analyze the content of 111 distinct television advertisements aired over a week by a major TV channel in the region. Our analysis reveals that while depictions of certain aspects, such as role (familial/nonfamilial) and location (home/occupational setting), gently nudged traditional stereotypes by portraying women in nonfamilial roles and in occupational settings, depictions of background (female/male/children) and product type further reinforced traditional stereotypes. Based on these findings, we offer specific recommendations to marketers and advertisers in the region.