Merck's One Less Campaign: Using Risk Message Frames to Promote the Use of Gardasil® in HPV Prevention

In 2006, Merck introduced Gardasil® through its One Less campaign, highlighting how the vaccine protects against the transmission of human papillomavirus (HPV) and, potentially, cervical cancer. The purpose of this study was to determine how young women learned about Gardasil and if the One Less campaign influenced the patient's decision to receive/decline the vaccines. Participants primarily learned about Gardasil from television advertising, and felt the campaign addressed the psychometric paradigm hazard factors of control and dread associated with HPV. However, participants reported that physicians/physician's assistants and mothers remained the primary sources of influence when choosing to receive/decline the vaccine series.     

奥运公益广告述评

2000年1月于美国纽约首映并向全球刊播的奥运系列公益广告,已成为今天国际公益广告的经典之作,它展现的公益广告所特有的形象塑造力与形象传播力,征服了西方媒体;它诠释的公益广告所蕴涵的传播机理与传播内质,已是我们走向现代国际舞台的一个重要传播手段和传播工具。     

网上书店网站可用性对消费者购买行为的影响

本文采用实证研究方法,从消费者的角度研究网上书店网站的可用性,分析其对消费者购买行为的影响。实验选取了三个网上书店网站,邀请59名学生参加。结果表明,网站的可用性对消费者的购买行为有重要影响。网络消费者更加愿意在可用性好的网站购买,也更加愿意在将来重新访问可用性好的网站和将来在可用性好的网站再次购买。同时,研究发现,消费者在购买过程中,非常重视“注册简单”、“搜索引擎”和“响应时间”这三个网站功能要素。     

美国风险沟通研究:学术沿革、核心命题及其关键因素

美国风险沟通研究兴起于20世纪80年代中期。本文探讨了它产生的现实社会文化背景及其学术沿革,试图厘清风险沟通研究与风险管理研究、危机传播研究、公共关系研究的关系。风险沟通的功能定位经历了由单向告知到公共参与的转变。风险沟通的核心命题是风险=危害+愤怒,该研究非常关注公众的风险感知。风险沟通的关键因素是建立信任,该研究在理论探讨和操作指南两个层面上对信任问题进行了开掘。     

神经科学与广告传播效果研究

神经科学,特别是脑成像技术的引入,为广告传播效果研究带来了技术上的突破。通过研究消费者的脑部活动,可以对消费者如何回应广告刺激做出更为直接的观察和更为客观的解释。本文对广告传播效果研究技术手段的发展做了分析,介绍了最新的神经科学技术手段,并将近5年来神经科学在广告传播效果研究领域的应用成果选择性地加以回顾,并对存在的研究局限性及伦理问题进行了阐述和建议。     

Digital Continues Upward Ascent in the American Consumer Magazine Industry

Consumer magazine publishers gathered at the Magazine Publishers of America 24|7 5th Digital Conference in New York on March 3, 2009. With print trending downwards, attendees heard about the continuing boom of digital in the magazine industry. Discussions included how to better monetize websites, bridge the division between editorial and business, trends in new products, and strategic planning, marketing and advertising on the Internet.     

“怒江事件”中的风险传播与决策民主

风险与决策相伴,科学的决策离不开媒体的风险沟通。怒江水电工程遭遇政府、民间与媒体的不同声音,具有重要的新闻价值和符号意义,工程的搁置更是凸现了风险决策的民主。风险传播从侧重教育宣传式的单向传播,走向注重公众参与的双向传播,促进风险决策的民主。     

论“风险社会”危机的跨文化传播

世界已经进入“风险社会,”风险并非自然的风险,乃是“人造风险”。风险具有全球性、知识依赖性和“不确定性”等特征,对危机的跨文化传播研究显得尤为必要和紧迫。传媒具有风险认知和沟通功能,预测、凸现隐形的风险并对现实危机进行“定义”、“冠名,”以提高不同文化背景下的人们对同一危机的“在场感”以及经验、认知的相互交流。大众传媒要尽量减少传播的悖论和破除话语中心论,同时,对危机的跨文化传播研究应该从研究“误传”、“误读”转向研究如何协调合作与建构意义。     

Citizen Satisfaction with Public Meetings Used for Risk Communication

Although public meetings are a frequent method of public participation and risk communication, little research investigates what citizens think about their use in environmental management. To examine satisfaction with public meetings, residents of two neighboring communities received questionnaires following a public meeting about a local landfill. Respondents included residents who did and did not attend the meeting. Irrespective of whether respondents had ever attended a public meeting, meeting expectations and perceptions of relational/informational communication at meetings, including whether respondents thought meeting organizers were genuinely interested in participants' comments or meetings were informative, predicted satisfaction. Perceived risk associated with the recent meeting's topic and credibility of government agencies that frequently conduct meetings also predicted satisfaction.     

Why We Say “Cheese”: Producing the Smile in Snapshot Photography

This essay explores the history of the toothy smile as a standard expression in snapshots. An analysis of popular photo journals throughout the twentieth century suggests that Kodak played a leadership role in shaping the conceptualization and the cultural habits around photography at the time when the technology was becoming mass-consumed. The Eastman Corporation actively and innovatively used the idea of consumer happiness in its persuasion work, skillfully exploiting visual codee.     

负面竞选广告研究综述

本文梳理归纳了负面竞选广告相关研究的切入角度和结论,总结存在的分歧,指明未来研究的方向。综述发现,负面竞选广告研究大都基于西方文化背景和传统媒体,广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响;广告发挥了候选人所预期的效果,但也可能产生反弹效果。此外,负面竞选广告对政治参与是促进还是抑制作用,已有研究结果尚存分歧。