广告比较性原则及其应用论析

应用广告比较性原则有三大理论基础:USP理论、产品形象理论、定位理论。比较性原则在广告应用中具有契合消费者心理、信息量大、形式新颖以及多样性的对比等优势;应用比较性原则具有独特的指导方针和使用条件。     

五花八门的CS武器

(一)CS:英文名称:Half-life:Counter-Strike,中文名字叫“反恐精英”,相信许多同学一定都玩过这个电脑游戏,也一定被里面各种各样的枪械所吸引,对它们在游戏中的特性也都很了解。那么,你们是否知道游戏中使用的武器在现实生活中的一些特点呢?下面,就让我为大家简单地介绍一下。这期介绍的是手枪部分。【USP45】USP的设计原则是以美国民间、执法机构和军事部门的用户要求为依据的。在1993,USP开始投入生产。USP一开始只有9mm和.40S&W两种口径,但许多美国人始终对.45口径情有独钟。所以发射.45ACP弹的USP于1995年5月推出市面。【glo…     

从“需要层次论”看广告理论策略的嬗变——以影视广告语言传播为例

世界广告策略史从50年代的USP理论到80年代的品牌个性论,不仅反映了世界市场规律的发展变化,同时反映了人类需求从物质到精神的变化规律;广告不仅是经济的“睛雨表”,也是社会意识的“心电图”。     

管窥广告创意

广告创意是什么?到目前来说,广告界也没有一个统一、完整的定义。但是,对于广告创意要解决什么问题,一个比较集中的观点是广告中说什么和怎么说两个层面的问题。一个优秀的广告,二者必定都非常杰出。这需要广告人以睿智的创意来实现。 说什么,涉及的是广告创意的表现策略;怎么说,涉及的是广告创意的表现方式。下面主要谈第一个层面棗表现策略: 一、USP策略 USP,即独特的销售主张(unique selling proposition),该理论包含三个要点:强调产品的具体利益;它是竞争对手无法提出的;有强劲的销售力。 农夫山泉有点甜是典型案例之一。采用农夫山…     

基于USP创意理论的视频广告创意的教学路径设计

针对广告创意的"玄",分析了广告创意教学的"难",结合行业实践和教学规律提出了视频广告创意的教学路径:训练创意思维→解释USP创意理论→构思广告创意→建立广告场景(组)关系模型→设计广告场景(组)。旨在保障视频广告创意教学活动的有效性和学生广告创意能力的可持续发展,为同行提供借鉴。     

USP11通过去泛素化p53调控p53稳定性

研究目的：深入研究p53的泛素化及稳定性的调控。创新要点：发现一个新的调控p53去泛素化的酶USPll,它可以通过与p53的结合去泛素化并稳定p53,从而揭示了一个新的p53去泛素化调控的机制。研究方法：通过免疫共沉淀发现p53可以与USP11结合（图1a）,通过泛素化检测试验发现USPI1可以去泛素化p53（图3a和3b）,最后通过逆转录．聚合酶链式反应（RT—PCR）试验发现在DNA损伤后,USP11对p53转录活性的提高是非常重要的。     

基于城市品牌的国际旅游开发路径——以四川省绵阳市为例

旅游产品竞争升级的一个表象,即城市品牌介入旅游产品的竞争。这意味着在现阶段旅游产品自身的提升已逐渐势微。而城市品牌,特别是开发国际旅游产品方面,却往往被人忽视。因此,本文首先对旅游产品竞争中存在的隐患"城市品牌的缺失"以及面临的危机"USP的标准化"进行了简要的论述,指出在旅游产品竞争中,一个城市的品牌竞争力以及独特的销售卖点将起到举足轻重的作用。其次,以绵阳为例,通过遴选城市旅游产品的USP、重构城市旅游产品的意象、提升城市品牌的竞争力和信息化城市品牌的营销渠道这四个步骤来深入阐述如何开发一座国际旅游产品。     

南太平洋大学的远距离教育研究

一、背景介绍南太平洋大学(简称USP)成立于1968年。作为一所地区性学院,它从一开始就承担着传统的学院教育和现代的远距离教育的双重任务,为分布在南太平洋2800万平方公里上的库克群岛、裴济、所罗门群岛、汤加、西萨摩亚等11个国家的     

高职院校课堂教学形态改革初探——以“USP原则在广告创意中的运用”的课堂教学为例

高职院校课堂教学形态的改革是一个系统工程,既涉及课堂教学理念转变、也涉及课堂教学设计与实施的改革.“USP原则在广告创意中的运用”的课堂教学的探索了高职院校课堂教学形态与课堂教学理念、教学设计与信息化课堂教学平台的必在关系,为高职院校课堂教学形态的改革做了一个有益的尝试.     

统一"鲜橙多"4Ps营销组合策略的分析

通过对统一鲜橙多营销策略组合（4Ps）的分析,揭示出统一鲜橙多成功的真正原因不仅仅在于统一鲜橙多的独特销售主张（Unique Selling Proposition,USP）和新颖的促销手段,更在于掩藏在“多喝多漂亮”产品主张之后对营销组合策略本质的回归。     

科学的推销术评析——罗瑟·瑞夫斯的USP广告理论透视

本文结合美国二十世纪五十年代的经济背景、市场营销学、传播学和美国二、三十年代的广告理论,具体分析了罗瑟·瑞夫斯的ＵＳＰ广告理论,着重对其产生的外界环境及其特征进行了阐述,同时也指出了ＵＳＰ广告理论的贡献及存在的缺陷。     

Use of ICT in education in the South Pacific: findings of the Pacific eLearning Observatory

The Pacific eLearning Observatory at the University of the South Pacific (USP) conducted an online survey of educational technologists (n = 60) to assess levels of access to information and communication technologies (ICT) in education and identify ways of lowering the barriers to ICT in the Pacific region. Almost half of USP’s 22,000 students are distance based, and access to ICT defines their learning activities. The survey addressed perceptions of educational ICT, development strategies and initiatives, and ‘guesstimates’ of ICT accessibility.

Results show ICT access between 1 and 11%, with tertiary‐level access at 70%. Capacity building, curriculum development, infrastructure, policy, and government support are the most important development factors. Findings are analysed through eight barriers to education, and proposals are made to help USP improve access to ICT in the region.     

瓶装水品牌利用广告语进行差异化定位的策略

瓶装水产品的物理属性相近,因此需要借助广告语等元素进行品牌区隔。纵观国内外著名瓶装水品牌,利用广告语可以创造出独特的卖点,构建独特的品牌关系,还可以配合广告战略创造出独特的品牌性格。     

Reflective Teachers and Teacher Educators in the Pacific Region: Conversations with us not about us

This article reports on a study of Pacific primary school teachers’ and university lecturers’ reflections on their involvement in the in-service Bachelor of Education degree programme offered at the regional University of the South Pacific (USP) in Fiji. Two rich sets of data have emerged from this study. Firstly, there are a number of critical reflections by ourselves as teacher educators concerning levels of equitable student access and participation in our degree as it is reconceptualised for distance and flexible delivery to increase levels of teacher professionalism across the Pacific region. Secondly, there has emerged a set of statements from teachers themselves about: teaching and learning; professional development opportunities; and what it means to be a professional educator in the Pacific region. This later data suggests an alternative set of voices in what has largely been a “conversation between us about them” conducted by Ministries of Education, Curriculum Development Units, USP, other educational bodies and the media in the Pacific, but particularly Fiji, about teachers and teachers’ work. Critical reflection upon our own practice as teacher educators and the voices of experienced teachers are particularly pertinent not only as we seek to reshape a degree programme to suit the needs of the region’s primary school teachers but also as “rethinking” debates about the purposes of education in the Pacific region are on-going yet exclusive.     

Reflective Teachers and Teacher Educators in the Pacific Region: Conversations with us not about us

This article reports on a study of Pacific primary school teachers’ and university lecturers’ reflections on their involvement in the in-service Bachelor of Education degree programme offered at the regional University of the South Pacific (USP) in Fiji. Two rich sets of data have emerged from this study. Firstly, there are a number of critical reflections by ourselves as teacher educators concerning levels of equitable student access and participation in our degree as it is reconceptualised for distance and flexible delivery to increase levels of teacher professionalism across the Pacific region. Secondly, there has emerged a set of statements from teachers themselves about: teaching and learning; professional development opportunities; and what it means to be a professional educator in the Pacific region. This later data suggests an alternative set of voices in what has largely been a “conversation between us about them” conducted by Ministries of Education, Curriculum Development Units, USP, other educational bodies and the media in the Pacific, but particularly Fiji, about teachers and teachers’ work. Critical reflection upon our own practice as teacher educators and the voices of experienced teachers are particularly pertinent not only as we seek to reshape a degree programme to suit the needs of the region’s primary school teachers but also as “rethinking” debates about the purposes of education in the Pacific region are on-going yet exclusive.     

中国翻译理论回顾与展望

中国翻译理论的发展和形成基本上可以分成四个阶段：古代翻译理论、近代翻译理论、现代翻译理论、当代翻译理论。本文对中国翻译理论在不同的历史发展时期的不同观点进行总结,展望了解中国翻译理论的基本发展方向。     

Human resource strategies in small states: the case of garment factories in the Fiji Islands

This article examines the role of four key education and training institutions—the University of the South Pacific (USP), the Fiji Institute of Technology (FIT), the Fiji National Training Council (FNTC), and the Fiji Garment Training Centre (FGTC)—in enhancing human resource development for the garment industry in Fiji. The central argument of this paper is that these four key institutions will have to play a pivotal role in developing and enhancing human resource skills so that Fiji can meet the challenges of restructuring its garment industry to maintain international competitiveness. It is argued that these institutions need further capacity building and development to help achieve this goal.     

Cast the net a little wider: Australian aid in the South Pacific

This article examines the development of Australia's bilateral aid programme to higher education in the South Pacific, specifically at the University of the South Pacific (USP). The premise is primarily historical, focusing on the important decades of USP's expansion and Australian aid policy development in the 1960s, 1970s, and 1980s. This article briefly examines current challenges for donor and recipient. Both historical and current perspectives are fundamental to understanding key issues about aid in the South Pacific. Australian aid priorities have ranged from the explicitly political and security focused, to priorities of education and welfare. This article is timely given Australia's continued influence in the South Pacific.