New scheme of communication: an exploratory study of interactivity and multimedia use in Chinese j-blogs and the implications

Major cultural values in Chinese and Indian TV commercials were identified in this content analysis. Commercials in both countries were found emphasizing modernity over tradition as a dominant value. Chinese commercials used more traditional values while Indian commercials reflected a more Western value orientation. Foreign brands used modernity more frequently than domestic brands. Foreign brands of Eastern origin used modernity even more often than those of Western origin. Product category emerged as the most important variable affecting cultural values in both countries' commercials. While contributing to international advertising research, this study provides implications for international advertising practice.     

Product global reach,advertising standardization,and cultural values: an analysis of 2008 Beijing Olympic TV commercials

This study examined the influence of the global reach of the product, multinational vs. domestic, on the degree of standardization of and the use of advertising values in 2008 Beijing Olympic commercials telecasted in China. This study is the first to examine systematically advertising standardization and values within one country in a mega-sporting event context. Overall, the study revealed that multinational product advertisements are more likely to be standardized, and more likely to portray Western-oriented values in their advertisements compared to domestic product advertisements. These findings indicate the importance of considering the global reach of the product in advertising to meet the expectations of the customers, especially during international sporting events such as Olympic Games.     

How people tell an ad story: Western vs. Asian styles

The likelihood that people tell stories in advertising, as well as the type of stories they tell, may reflect their cultural variation. A content analysis shows that commercials in Taiwan are more likely to employ narrative appeals than are commercials in the United States, and the story structures in Taiwanese commercials are less likely to be well-developed. Narrative ads in the two cultures also differ on three content dimensions: problems to be solved, psychological benefits from solving the problem, and the emotion experienced in the process. The discussion of such differences relies on an integrated explanatory framework.     

Underrepresented,positively portrayed: Older adults in television commercials

This paper reports a content analysis of 778 television commercials. Commercials were examined for the presence of older adults. Commercials featuring older adults were then examined more closely to describe the nature of the portrayals. Consistent with previous research, older adults were shown to be underrepresented in the commercials examined, as compared to their presence in the population. This effect was particularly strong for older women and for members of ethnic minorities. However, older adults were found to be presented in a relatively positive light—as active, happy, and strong. In addition, older adults were shown to be least underrepresented in advertisements for financial services and retail chains, and most underrepresented in advertisements for automobiles and travel services. The results are discussed in terms of the changing position of the older adult consumer in the marketplace. Suggestions for future research are provided.     

Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising

Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions.     

Cox,American radio networks: A history

Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Using content analysis, gender role stereotyping in radio commercials was examined. The goals of the study were to: (1) provide current data on level and content of gender stereotyping in Portuguese radio advertising; (2) compare levels of stereotyping in three countries. One hundred and sixty six advertisements were content analyzed into nine categories referring to the central figure, credibility, role, location, argument, reward, product, accent, and narrator. As previously found, male and female characters were portrayed in different ways particularly on credibility (males as authorities, females as users), role (males as celebrities/narrator, females as dependent), location (males in occupational setting more than females), and narrators (females as characters more than males). The patterns of bias in Portuguese radio commercials are consistent with, though less marked than, those in television commercials. Concerning the cross- national analysis, results showed more similarities than differences.     

Effects of emotion and product involvement on the experience of repeated commercial viewing

The intensity of the viewing experience people have while watching television was expected to enhance recall of commercials and also to render commercials less vulnerable to negative attitude change over multiple exposures. The effects of two variables, commercial induced emotion and product involvement, were tested in an experiment where people watched one hour of programming and embedded commercials on four consecutive days. Testing occurred after the fourth session; ads were repeated from two to 12 times during this time period. Broadly stated, findings indicate that emotional appeals and product involvement have favorable effects on brand name recall, attitudes, and purchase intention. Results are discussed with regard to their managerial and social implications.     

早期中国新闻学中的广告学研究

在业界,人们常把广告视作新闻传媒业的生命线,而在中国广告学学术史上,广告学学科的确立与发展,也与新闻学界学者的努力密不可分。徐宝璜、邵飘萍、戈公振、蒋裕泉、赵君豪等新闻学者或业界专家,都在新闻研究的过程中对广告经营、广告创作、广告主的媒体选择等问题上进行了理论探索,有的还积极参与报学系的广告教学,甚至写出独立的《广告学》著作。尽管广告学科不可能仅仅依赖于新闻学的学术资源,但在今天回顾中国广告学学术史的同时,注意到新闻学作为一个重要的学术源头,对于思考当今广告学在新闻传播学学术格局中的定位与意义,仍有指向现实的理论意义。     

Gender-Differentiated Production Features in Toy Commercials

Twenty years ago researchers found that quite apart from the manifest content of television commercials aimed at children, certain formal features showed a marked tendency to vary according to the sex of the target consumers: in particular certain post-production features (transitions and voice-overs). The current study involved a content analysis of formal features in 117 toy advertisements broadcast on British television. Statistically significant differences were found for the same features and also for camera work.     

广告传播中的地缘政治

本文从“地缘政治学”视角,对广告表达中的地缘政治因素进行分析,指出跨国广告在输入对象国畅通无阻,在广告表达上注意追求国际性认同与民族性认同的协调一致。在此过程中,广告不仅推销产品,更输出一整套价值观念和消费话语,包括自己国家的形象和意识形态。输入国基于民族主义的立场,予以回击,双方的争夺和对峙构成了广告传播的地缘政治。     

Listener‐member perceptions of marketing strategies employed by public radio stations

This study measured the attitudes of public radio listener‐contributors regarding listener‐focused marketing strategies used by public radio stations. Four hundred forty‐two questionnaires from Northern Colorado and Central Michigan were returned. Overall, respondents expressed a positive attitude toward on‐air fund‐raising. Although they held a slightly negative opinion of on‐air pledge appeals, these negative responses were offset by positive responses about the perceived need for such fund‐raising. Respondents appreciated receiving direct mail from their radio station, but were strongly opposed to telephone contacts. They also agreed that underwriting announcements sound more like commercials than in the past.     

《中华图书馆协会会报》的广告优势、费用及成效

《中华图书馆协会会报》内容宏富,除设置有会务纪要、图书馆界消息、图书馆学论著、新书介绍等精彩栏目外,也应社会需求在封页等处刊登广告。《会报》内容可信度高、出版稳定性强、社会影响面广,凡此种种优势使得《会报》深受广告客户青睐。《会报》存续期间,共刊登广告476个,这些广告成功搭建起图书馆界信息交流的平台,有力促进了民国时期图书馆用品的标准化,并对民国时期新旧文化的传播做出了积极的贡献。     

立体化信息服务专业读者市场化经营盘活学术期刊 --《现代图书情报技术》广告经营随想

从学术期刊的广告优势、学术期刊广告的作用与价值、国外学术期刊界的经验、图情专业期刊的独特商机、学术期刊广告经营应注意的问题和发展方向等几个方面探讨了图情专业学术期刊与广告经营的关系 ,回顾了《现代图书情报技术》创刊以来的广告经营活动 ,对广告信息的数量、结构及其变化趋势和所体现的深层内涵进行了分析。     

我国电视广告价值的瓶颈限制与提升策略

本文认为提升电视广告的价值要从五个方面入手:提升广告的文化品格,注重故事化、娱乐化、动态化的广告创意,实现精品化、聚群化的广告编排,通过广告分级制度的建立净化广告的播出环境,提高观众的广告媒介素养。     

FROM THE SCREEN TO ME, 1984–2008

This paper explores Apple and Microsoft television commercials from the last 25 years and argues that they visualize three phases of the human–computer relationship through the changing positions of the computer and the human body. The three phases are: disembodied cyberspace, embodied hybridity and ubiquity. Ultimately, what becomes apparent is the extent to which these television commercials demonstrate what Henry Jenkins calls a ‘cultural convergence’ in relation to the human–computer relationship and why this convergence experienced a shift from phase one to phase two around the turn of the millennium. The paper ends by examining more recent Apple and Microsoft television commercials in order to explore the possibility of a new, third phase in the human–computer relationship.     

The moderating role of cultural orientation in explaining temporal orientation of self-referencing

A psychological process called self-referencing justifies the use of ‘you’ statements in advertisements; the more an individual relates an ad to him/herself, the greater the likelihood of recall and favorable evaluation. Self-referencing can be differentiated based on the temporal dimension of the self being activated while processing advertisements: when people remember themselves in the past they engage in retrospective self-referencing whereas they engage in anticipatory self-referencing when imagining themselves in the future. The current study examined the moderating role of consumers’ cultural background (i.e. long-term vs. short-term orientation) on the effects of temporal orientation of self-referencing. A corollary of this premise is that the match between cultural time orientation and the type of self-referencing activated by an ad will increase the extent of viewers’ self-referencing as well as advertising effectiveness. Further, this study confirmed a mediating role of self-referencing in explaining the match effects. The findings inform the extant literature on self-referencing and also provide managerial implications for international advertising practitioners.     

Indigenous cultural values and journalism in the Asia-Pacific region: a brief history of Māori journalism

A number of scholars in the Asia-Pacific region have in recent years pointed to the importance that cultural values play in influencing journalistic practices. The Asian values debate was followed up with empirical studies showing actual differences in news content when comparing Asian and Western journalism. At the same time, such studies have focused on national cultures only. This paper instead examines the issue against the background of an Indigenous culture in the Asia-Pacific region. It explores the way in which cultural values may have played a role in the journalistic practice of Māori journalists in Aotearoa New Zealand over the past nearly 200 years and finds numerous examples that demonstrate the significance of taking cultural values into account. The paper argues that the role played by cultural values is important to examine further, particularly in relation to journalistic practices amongst sub-national news cultures across the Asia-Pacific region.     

Trivializing the News? Affective Context Effects of Commercials on the Perception of Television News

This study examined whether affect induced by television commercials influences the perception of news programming. An experiment showed that viewers in positive moods generated by television commercials perceive news stories viewed both after and before watching the commercials as more entertaining, relaxing, realistic, and more credible than viewers exposed to neutral commercials do. Of interest, viewers in positive mood, as compared to neutral mood, perceived the topic presented in the news story as less important and serious.     

Understanding Celebrity Endorsers in Cross-cultural Contexts: A Content Analysis of South Korean and US Newspaper Advertising

Based largely on McCracken's ‘cultural meaning transfer’ model (1989), which stresses the cultural meanings of celebrity endorsers, this study explores the characteristics that differentiate celebrity-endorser strategies in South Korean newspaper ads from those in US newspaper ads. With Hofstede's cultural typology—uncertainty avoidance and power distance—as a theoretical framework, this study finds that ads in South Korea with a high uncertainty avoidance and a high power distance culture present a higher proportion of celebrity endorsers than those in the US with a low uncertainty avoidance and a low power distance culture. However, US ads have a greater proportion of product-related celebrity endorsers in both high- and low-involvement product ads. The study also provides detailed information on foreign celebrity endorsers presented in international product ads.     

档案的文化之“殇”——兼论档案馆的文化功能

档案的文化属性是档案馆文化功能的源泉。在文化作用日益凸显的今天,人们对档案的文化属性认识还不是很清晰,这直接影响到档案馆文化功能的发挥。笔者从档案的属性、档案是不是文化的积累和积淀、档案实用价值与文化价值的纠葛等几个问题切入,分析了制约档案馆文化功能发挥的几个重要因素,针对档案馆参与地方文化事业规划和档案文化产品开发两个问题提出思考。