Visual attention toward tourism photographs with text: An eye-tracking study

This study examines consumers' visual attention toward tourism photographs with text naturally embedded in landscapes and their perceived advertising effectiveness. Eye-tracking is employed to record consumers' visual attention and a questionnaire is administered to acquire information about the perceived advertising effectiveness. The impacts of text elements are examined by two factors: viewers' understanding of the text language (understand vs. not understand), and the number of textual messages (single vs. multiple). Findings indicate that text within the landscapes of tourism photographs draws the majority of viewers' visual attention, irrespective of whether or not participants understand the text language. People spent more time viewing photographs with text in a known language compared to photographs with an unknown language, and more time viewing photographs with a single textual message than those with multiple textual messages. Viewers reported higher perceived advertising effectiveness toward tourism photographs that included text in the known language.     

浅谈在国际传播中的议程设置

International Communication plays an important role in our society. Agenda setting theory emerges from communications studies and focuses on mass media influence on setting political agenda.The theory explains the correlation between the rate at which media cover a story and the extent that people think that this story is important. The media has become a strong barrier of communication between families and the outside world.     

A comparison of the dominant meta programme patterns in accounting undergraduate students and accounting lecturers at a UK business school

Meta programmes are a means of describing the behavioural traits that a person exhibits when interacting with other people. An understanding of meta programmes can improve communication between individuals and this may have implications for teaching. The purposes of this study are first to identify the dominant meta programme patterns of first year accounting undergraduates at a UK business school. An earlier pilot study validated use of the Motivation Profile Questionnaire (MPQ) to elicit the dominant meta programmes of accounting lecturers at the same Business School (Brown, 2002). Secondly, the students' meta programmes are compared with those of their accounting teachers to identify whether there are any differences or similarities between the two groups. The matching of the meta programmes of the teachers and students would enhance communication whilst major differences in meta programmes would make communication more difficult. A sample of 62 first year accounting undergraduates and 20 accountancy teachers completed the MPQ. The results indicate that, on average, the accounting students have similar dominant meta programme patterns to their accounting teachers. The implications of the findings for improving communication and therefore teaching are discussed, along with the scope for further research.     

用于通信系统的干扰对消电路设计与实现

针对通信设备应用的复杂化和对在复杂电磁环境下工作的设备电磁兼容性提出的更高要求，通过分析对消技术的基本原理，提出了一种模拟电路和数字电路相结合的干扰对消技术，并研制出了基于该技术的干扰对消原理样机。对该样机的单机测试和系统联试结果表明，该对消技术具备点频干扰和噪声干扰的抑制能力，对消收敛时间小于100 ms，对消比大于43 dB，适合在窄带通信中应用并可推广到其他领域。该成果正逐步在实际工程中得到运用。     

品牌背书传播策略的原因分析

文章通过对品牌背书传播策略的描述,提出采用该策略需要深入考虑的因素,如产品组合相关性、品牌发展周期、品牌并购等。     

Promoting Giving Campaigns in University Websites: A Cross-cultural Comparison between the United States and South Korea

ABSTRACT

This study was designed to compare the ways the websites promote giving campaigns between the United States and South Korea. Furthermore, this study explored how the campaign appeals are associated with the distinct cultural values between universities in the United States and Korea. Guided by a content analysis of 200 universities in the United States and South Korea, the findings of this study demonstrated that, compared to the Korean university websites, U.S. university websites more frequently targeted university-affiliated donors, including alumni, students, parents, and so forth, and used multimedia-based exemplars about the giving campaigns.     

The Practicality of Super Bowl Advertising for New Products and Companies

Abstract

Companies that advertise during the Super Bowl can reach 40 million U.S. households with a 30-second commercial spot, but the cost can exceed $2 million. This research examines Nielsen television ratings and expenses for related commercial spots and suggests that the Super Bowl is not always the best site for introducing new companies or products to the marketplace. ANOVA test results indicate that younger companies may better affect purchase decisions by advertising more frequently during less expensive programming slots.     

跨文化交际中的禁忌语浅议

禁忌语作为不同文化普遍存在的一种特殊形式,在交际中扮演着重要的角色。因而,在教学中教师应该尽可能的给学生讲解与文化相关的知识。只有这样英语学习者才能真正的表达出自己所想要表达的意思,才能提高他们的跨文化交际能力。     

高职高专旅游英语教学中跨文化交际能力的培养

语言是文化的裁体,文化支配着语言。不同文化背景的人们在交际的过程中,由于文化差异,交流双方很容易产生文化障碍。要获得跨文化交际的最佳效果,我们不仅要掌握语言本身的规律,更要了解语言所承载的深刻文化内涵,通过一些手段来培养学生的跨文化交际能力。     

一种特殊的码型对载波恢复环路性能影响的分析

本文从几个不同的角度对国际商务英语及其教学作一番思辨。作者就以下3个问题发表了自己的看法:(1)多角度地界定国际商务英语;(2)国际商务英语学习者群体的成份;(3)国际商务英语教学的主要特点和规律。