翻译策略的制定与文化诉求的伸张

翻译通过语言的转换实现文化的跨越,前者是手段,后者才是目的。在此过程中,译者采取何种翻译态度和模式,往往与其文化诉求有关联,并且这种文化诉求不仅关乎译者个人的文化素养、价值取向、意识形态,还关乎历史的、政治的、宗教的背景。因此,翻译的过程是一个语言转换的过程,更是借助特定翻译策略表达某种文化诉求的过程。     

Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements

PurposeMarketing research mainly uses self-reported method to record respondents' perceptions of creativity, and while self-reported method has its own merits, there exists some critique, particularly in terms of its ability to adequately capture the influence of message appeal on creativity. This paper studies how viewers’ responses to message appeals in social media advertisement compare in terms of self-reported responses versus responses taken through a neurophysiological method of Electroencephalograph (EEG).MethodologyTwo social media advertisements are displayed through a laboratory experiment to 17 subjects observing the subjects' neurophysiological reactions as well as their self-reported responses with regard to the commercials’ emotional, informational, and brand-related content.FindingsResults show that neurophysiological method offers unique details about emotional appeal, which the self-reported method fails to reflect. Furthermore, the neurophysiological measure identifies differences across the two target commercials in the emotional content part, which again are not identified through the self-reported method.OriginalityThis paper advances advertising research in social media literature by comparing content evaluation within advertisement through neurophysiological and self-reported measure. These findings have implications for marketers to use and measure message appeals in advertisement on social media to influence consumer response.     

The effect of ad appeals and message framing on consumer responses to plant-based menu items

While the recent surge of meat-like items on restaurant menus has received considerable attention, little is known how to encourage consumers to choose such novel dishes. To address this gap, we investigate the role of various communication strategies in making plant-based menu items more attractive. The results from Study 1 suggest that using a social appeal in the ad increases consumers’ preference for plant-based menu items via anticipated pleasure, but a health appeal does not. The results from Study 2 demonstrate that information on social costs induces feelings of ambivalence toward meat eating, thus making plant-based menu items more desirable. However, information on health risks of meat consumption does not have such an effect. Practical implications for promoting plant-based menu items are discussed.     

Enhancing the customer experience with virtual and augmented reality: The impact of content and device type

Virtual and augmented reality are changing how companies interact with customers. However, previous research has paid little attention to compare their effectiveness. This study focuses on the perceptions of presence elicited by different types of contents (real or digital) and embodied devices (head-mounted display or smartphone), and their impact on user’s pre-experiences with hotels. Results from a lab experiment show that contents with high levels of factual realism (360-degree videos) have a positive influence on perceptions of presence, ease of imagination, and visual appeal, and on booking intentions. These effects are stronger when high embodied devices (head-mounted displays) are applied. Additionally, presence positively influences ease of imagination and visual appeal, which mediate the impact of content on booking intentions. These findings stress the importance of inducing presence as a key driver for behavioral intentions in hospitality. The comparative influence of conventional VR and AR experiences is also discussed.     

Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

An intergenerational (IG) appeal in an advertising campaign usually presents a nostalgic image with family portraits, emphasizing the traditions that have been passed on from generation to generation or harkening back to the ‘good old days’ between father and son, or mother and daughter. The IG appeal can effectively enhance a brand's image and induce that all-important consumer purchase. This paper takes gender differences (father/son or mother/daughter) into consideration while examining two moderators related to branding: (in)congruent brand–gender extension and brand history. Results indicate that a well-established brand history enhances the effects of the IG appeal. In addition, a congruent brand–gender extension increases the effects of the IG appeal. More interestingly, IG appeals can be effective in presenting a less established brand which has an incongruent brand–gender extension.     

The use of visual warnings in social marketing: The case of tobacco

Despite strong interest on the part of tobacco health practitioners, the effect of graphic warnings inserted on cigarette packs is unclear on several levels. First, the most effective themes for such messages have not been clearly identified by researchers. Second, no research has identified the ideal combination of self-efficacy and fear appeal warnings that should be inserted on cigarette packs, according to Protection Motivation Model principles. The exploratory study we conducted with French consumers to test the effectiveness of new graphic warnings proposed by the European Union in 2004 clearly demonstrates that visual messages, as opposed to text warnings, are more effective. This study also enabled us to identify the most effective themes of the European set: health warnings and social messages. Regarding future public health applications, if fear appeals are used, they need to be combined with self-efficacy and cessation support messages since they provoke avoidance reactions.     

代际角度下农民工市民化差异分析与政策诉求的变化——基于襄阳市农民工的调查

通过对襄阳市100位农民工的深度访谈,了解到两代农民工在家庭生活、职业发展、社会融入、心理期待、价值观念等方面还存在着较大代际差异及政策诉求的变化。认为应从户籍制度、职业技能培训、住房制度改革、政治参与等政策调整来应对农民工代际差异所产生的新诉求。     

A comparative study of perceptions of destination advertising according to message appeal and endorsement type

As today’s world is flattening, the landscape of tourist destinations is becoming similar. In turn, an increasing number of destinations are seeking to effectively promote themselves. For these reasons, this study investigated the differences in the advertising effectiveness of destination promotions by message appeal and endorsement type. The main objective of the study was to compare the effectiveness of destination advertising by message appeal types and endorsement types respectively in order to determine the most effective type of advertising for promoting a destination. A questionnaire with hypothetical website advertising designs was used in a survey of inbound tourists to Korea of three different nationalities. To examine differences between the two advertising appeal types according to the type of offer, a series of t-tests were performed, whereas general linear model tests with repeated measures were carried out to detect the differences among the three endorsement types. The results revealed destination advertising effectiveness vary by both advertising appeal type and endorsement type. Such effectiveness was also found to vary by the message recipient’s cultural background. For destination marketers, these findings shed light on the importance of a well-curated message design by message appeal type and endorsement type.     

The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative,consumer, and source variables*

This study focused on the effectiveness of fear appeal messages used to arouse a threat in green advertising. An experiment recruited 175 participants to test the influence of the advertising appeal (fear vs. non-fear appeal), source (for-profit vs. non-profit organizations), and involvement with the environment on attitude toward the ad (A_ad), attitude toward the product (A_p) and purchase intention (PI). Results revealed that a fear appeal in a green ad negatively affected A_ad and A_p and that participants who were highly involved with the environment were more likely to have positive attitudes toward the green ad and advertised green product as well as a stronger intent to purchase it. The source type in the green ad did not affect ad effectiveness and involvement with the environment did not moderate the effects of either appeal or source.     

The effect of human image in B2C website design: an eye-tracking study

On B2C shopping websites, effective visual designs can bring about consumers’ positive emotional experience. From this perspective, this article developed a research model to explore the impact of human image as a visual element on consumers’ online shopping emotions and subsequent attitudes towards websites. This study conducted an eye-tracking experiment to collect both eye movement data and questionnaire data to test the research model. Questionnaire data analysis showed that product pictures combined with human image induced positive emotions among participants, thus promoting their attitudes towards online shopping websites. Specifically, product pictures with human image first produced higher levels of image appeal and perceived social presence, thus stimulating higher levels of enjoyment and subsequent positive attitudes towards the websites. Moreover, a moderating effect of product type was demonstrated on the relationship between the presence of human image and the level of image appeal. Specifically, human image significantly increased the level of image appeal when integrated in entertainment product pictures while this relationship was not significant in terms of utilitarian products. Eye-tracking data analysis further supported these results and provided plausible explanations. The presence of human image significantly increased the pupil size of participants regardless of product types. For entertainment products, participants paid more attention to product pictures integrated with human image whereas for utilitarian products more attention was paid to functional information of products than to product pictures no matter whether or not integrated with human image.