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The aim of this study was to investigate which foods were directly advertised to Finnish teenagers and to analyse the information given about the ingredients, the role of health and pleasure and the activities and milieus in the advertisements. In order to shed light on the socio-cultural context, two successful advertisements; one for Coca-Cola and one for milk, were described in detail. Eighty-nine food advertisements published in Finnish youth magazines, and 116 television-spots shown in 1983 were subjected to content analysis. Typical food advertisements aimed at teenagers were for soft drinks, chocolates, can-dies, and milk. These contained little information on ingredients and this was often misleading. Health claims were rare, whereas good flavour was emphasized. In the advertisements young people exercised, danced or drove motor vehicles distant from their everyday living environment. They enjoyed the refreshing power of nature, did not go to school or eat ordinary meals, but took soft drinks and chocolates for strength and energy. The advertisements emphasized the pleasures of eating and skillfully associated the foods with teenage life-style. Due to the absence of an urban tradition the ‘American dream’ presented in movies, popular music, and advertising is accepted in Finland. In a successful milk advertisement the combination of Finnish agricultural milieu with American music created a positive response among teenagers. 相似文献
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关付新 《河南金融管理干部学院学报》2006,24(5):26-29
地处中部地区的传统农区,是全国农业现代化改造的重点和难点,而传统农区的信货问题是关系传统农业改造的关键。传统农区的农户借贷对民间金融高度依赖,并且传统农区的信货市场呈现出一系统“欠发达特征”。根据中部地区农户性质和信贷市场特征,为促进传统农区的金融制度创新,支持中部地区的新农村建设,应采取诸如民间金融主体合法化、借贷利率市场化、监管政策正规化、服务形式多样化等创新措施。 相似文献
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Building on the work of Prahalad and Bettis (1986, 1995), the objective of this article is to generate dialogue for further understanding of the concept of dominant logic. Our focus is on the level of basic assumptions. First, we demonstrate the conceptual plasticity of ‘dominant logic.’ Then, we retrofit two relatively unknown concepts—self-reference and scale—with the concept of dominant logic, with its 1995 meaning. Finally, we discuss three implications of our venture. 相似文献
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