对企业电视宣传促进廉洁文化建设的思考

在国有企业全面推进廉洁文化建设对促进党风建设,营造良好的反腐倡廉企业文化具有十分重要的意义.做好舆论引导是国有企业电视宣传工作义不容辞的职责,充分发挥国有企业电视新闻舆论监督引导作用,推进廉洁文化建设,是企业廉政建设的永恒主题.     

从影视文本窥探当代乡村女性精英的发展境遇——《女人的村庄》之人类学解读

《女人的村庄》是一部描绘农村留守妇女的生活状态的电视剧。本文从影视人类学的视角出发,对剧中乡村女性精英"张西凤"进行个案解读,深入理解新时代凸显的乡村女性精英的发展境遇,反思农村妇女的发展模式。     

Measuring the Effects of Film and Television on Tourism to Screen Locations: A Theoretical and Empirical Perspective

It is generally believed that consumption of film and television products can induce tourism to destinations featured. We review the literature relating to this, examine it from the perspective of mass communications theory and develop a general causal model to measure the influence of screen products on visitor numbers. The model is quantified by way of a survey at two popular UK destinations. Our conclusions are that the contributions of screen products to visitor numbers are fractional, diffuse and substantial. We further find that the magnitude of the effect differs greatly between destinations and that this is related to background causes independent of screen effects.     

英语影视资料对英语听力自主学习的有效性研究

采用问卷调查和听力测试的手段,验证英语影视资料在网络环境下英语听力自主学习的应用的有效性。结果表明,英语影视作品确实有助于培养和提升学生英语学习兴趣,同时能有效地提高学生的听力能力。     

现代花瓶或贤妻良母——当代中国电视广告中的女性形象综述

“现代花瓶和贤妻良母”是当今电视广告塑造的两类形象。传媒对女性的歧视和扭曲透露出强势的男权意识，其深远影响不言而喻。本文在综合历年对性别形象研究的成果基础之上，从性别呈现、性别解读、性别歧视根源以及性别影响等四个方面全方位解读电视广告中的女性形象。     

Regulation of the Canadian cable industry: A comparative analysis

The Canadian and US cable television industries have similar economic characteristics and market structures, yet each has a distinct mix of programme services and a different history of development. These differences are largely due to a different economic status in each country, cultural peculiarities and contrasting theories of regulation. The US regulatory environment is gradually moving toward a laissez-faire market approach while in Canada more traditional and formal rules still apply which constrict economic behaviour. This difference in regulatory philosophy is most evident in the treatment of pay television. Canadian regulatory policy has given rise to rules which are at variance with economic incentives and efficiency.     

电视产业的集团化模式初探

文章探讨了电视产业发展的历史过程及存在的问题,阐述了集团化发展的必要性和可行性及基本原则和目前常见的电视产业集团化模式。     

The Effects of Current Market Forces on the Impact of a TV Commercial in Creating Persuasion

Abstract

The present study investigates the extent to which extenuating factors (excluding those produced by the commercial) affect the extent to which an advertisement is both persuasive and eventually engenders persuasion. The authors collected data from over 5,000 television commercials in the United States, and identified the existing market structure (e.g., brand share, number of competing brands, brand loyalty) surrounding each item at the time the product was advertised, in an effort to separate the effects of the advertisement from the effects of pre-existing market forces on persuasiveness. The results demonstrate that the combined pre-existing market forces have a greater impact on a commercial's ability to persuade than does the message or creativity in the advertisement itself. However, when pre-existing market forces between two products were similar, a creative advertising campaign was still identified as important in producing persuasion. Marketing strategy implications are discussed.     

And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18–34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.     

Switching before the pitch: Exploring television channel changing before the ads even start

Although much research examines ‘ad zapping’ or channel changing during the commercials, the present work explores preemptive ad avoidance before the commercials begin. Television programs give different ad signals, which could alter rates of preemptive ad avoidance. Ad pods from two hit shows were explored using second-by-second channel-changing data; rates of preemptive ad avoidance were practically important and varied between shows. Inspection of program episodes suggested that the show with more preemptive ad zapping gave clearer ad signals and had more ‘ad safe’ time per episode, that is, there was more time when an ad break would not occur clearly. The data suggest that advertisers should seek unit-specific measures of opportunities to see commercials as such measures become possible with digital distribution of television.