Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

读《乌克兰拖拉机简史》的幽默与苦难

玛琳娜·柳薇卡凭借其处女作英式诙谐小说《乌克兰拖拉机简史》,成为近年来英国文坛最具文学大家风范的新鲜面孔。这部2005年的畅销小说,以幽默之笔漫画式地描述了一出家庭博弈闹剧的荒诞与滑稽,同时,也含蓄地以后代探寻者的角色揭开了家族苦难史的大幕。作品言辞极其幽默俏皮,将历史与当下、虚构与现实交融一体,幻化成一出穿着轻巧喜剧外衣的沉重历史悲剧。通过介绍这部被《大都市报》称为具有"令人难忘的创造力",的作品,试图解读其中的幽默与苦难。     

浅谈合作原则与英语幽默——以美国室内情景喜剧《老友记》为例

Grice的合作原则对幽默的产生机制做出了比较合理的解释，本文力图从四个方面分别加以分析，并结合《老友记》中的相关语料举例说明，试图达到探索言语幽默的语用机制的基本目的。     

论幽默语言的模糊性

幽默语言是理解层面上的模糊语言，它同模糊语言学中所讨论的既有原型、又有边缘情况的模糊语言是不同的，其模糊性更多地体现在语境的模糊上，语义解释也强烈依赖语境的暗示。而模糊语言学中的模糊语言的产生来源于人类思维的模糊或事物本体的模糊，其实质是概念的不确定性，由词语的语义模糊体现，该模糊性是不能在语境中消除的。模糊语言在语义上的分类有助于人们更好地理解幽默语言。     

新媒介语境下幽默语篇的非范畴化

在以网络为代表的新媒介背景下,幽默语篇以独有的方式改变着人们的阅读和思维习惯,同时自身也经受各种革新和变异,形式上趋向于多模态化,内容上呈现出方言化,具备很强的可再生能力,而且幽默语篇在概念意义、人际意义和语篇层面上都体现出解构社会现实的势态。这是幽默语篇在新社会语境中的非范畴化现象,这一过程中幽默语篇范畴出现很多非典型新成员,它们必将影响着幽默语篇的重新范畴化。     

趣味英语教学法的应用

趣味英语教学法就是在教学过程中运用故事、笑话、和幽默等,激发学生的学习兴趣。它有即景法、关联法、活动法三种模式。在运用过程中,应注意协调师生情感,分清内容主次,同时要慎重选择所使用的材料。     

Analysis on the Mechanism Whereby Humor is Produced

Humor, a distinctive linguistic phenomenon, plays an important role in the language culture. In addition, humor has become a topic in linguistics. As the most important principles in pragmatics, the CP has provided a theoretical tool for analyzing humor, which is the product of the speaker＇s intentional or unintentional violation of certain maxim of the Cooperative Principle. Participants should understand the literal meaning of an utterance firstly, and then, by relating the utterance to the specific context and certain background information, they come to realize the violation of the CP and appreciate the humor.     

语言符号的颠覆与重塑——论冯小刚喜剧电影人物台词的建构艺术

冯小刚的喜剧电影有着独特的艺术魅力,其幽默点主要来源于剧中的人物台词。因而,从语言的微观层级来解析冯氏喜剧电影人物台词的建构艺术,不仅可以较为清晰地把握冯氏喜剧电影人物台词的语言创作技法,而且也为喜剧电影幽默人物台词的建构提供了一种新的创作思路和理论范型。     

When and how does leader humor promote customer-oriented organizational citizenship behavior in hotel employees?

This study explores whether leader humor can encourage staff to exceed job expectations in their positive behavior toward customers, even in the notoriously stressful context of the hospitality industry. Based on our findings, leaders who use humor are more likely to prompt employees to engage in customer-oriented organizational citizenship behavior (OCB). Leader humor affects customer-oriented OCB through the mediating effect of relational energy. In addition, employee traditionality and relational energy differentiation moderate the process. Using time-lagged data collected from 456 employees in 71 teams in China’s hotel industry, this study adds significant knowledge to the under-researched area of humor and leader humor in the hospitality industry. The findings suggest that hospitality leaders can implement humor to obtain positive effects by raising relational energy and triggering customer-oriented OCB, particularly among less-traditional workers and in situations of low relational energy differentiation.     

论《围城》的讽刺艺术欣赏

<围城>因其揭示人物的深刻性和讽刺艺术的独特性在现代文学史上占有重要地位.本文通过对作品中人物的剖析认识了产生这些人物的背景要素,并通过分析其特有的讽刺艺术,领悟出其表现手法的生动性.