Advertising images among Hong Kong Chinese: Use of individual modernity and western orientation clusters in determining market segmentation∗

Advertising is a highly visible force in Hong Kong society. Within this diverse environment, media organizations and marketers attempt to define target markets (market segmentation) composed of persons who are most likely to be influenced by their marketing and advertising efforts. This research, based on a 1,019 sample face‐to‐face intercept survey, segments the market based on measures of self‐ascribed individual modernity and individual traditionalism and Chinese and Western value orientation. The scales are statistically analysed by cluster analysis, to place each respondent into clusters. The segmentation scheme viability is analysed in relation to media consumption and attitudes about specific advertising issues in six areas: 1. consumer benefits and economic force; 2. credibility; 3. entertainment value; 4. social force; 5. manipulation and motivation; and 6. repetition. The segmentation of individual modernity/traditionalism and Chinese/Western orientation provides greater differentiation than age, gender, income, education or place of residence.     

社会工程哲学视域下的辽宁文化产业发展问题初探

辽宁省的文化产业研究目前普遍集中在对文化事业和文化产业的发展和统计研究上,然而对文化资源和特色文化市场的研究还相对较少。本课题希望就辽宁文化产业结构和产业化进程进行深入的研究和整理,对现阶段辽宁文化产业所处的阶段性的运作机制和管理模式进行深入研究和探讨。     

《一个干净明亮的地方》两译本的对比评析

通过对海明威《一个干净明亮的地方》两篇译文进行比较,从译味的角度,结合语境因素而探讨用词的准确、词语的选择和句子的构建,旨在说明成功的文学翻译不但要译意还要译味,这样才会让读者最大限度地感受作者的真情实感,产生共鸣,提升文学创作的国际性价值。     

桂林抗战文化城英诗汉译评析

1938年冬到1944年秋的抗战时期,桂林抗战文化城曾开展过丰富多彩的文化活动。当时的桂林一跃成为“中国南部的心脏”、“华南文艺的据点”。当时的翻译活动,特别是文学翻译活动空前繁荣,尤以英诗汉译成果最盛。     

发挥专业实验室的支撑作用 培养材料本科创新人才

在介绍重庆大学工程材料实验教学示范中心"磁控溅射制备功能薄膜材料"创新实验系列项目的开发与实施的基础上,总结了专业实验室在培养本科创新人才过程中的支撑作用,指出专业实验室承担SRTP(student research training program)项目时,需要有一支具有一定学术水平的实验教学队伍、有一套规范的项目指导程序,同时还要结合科学研究不断开发新的实验项目,这是保证SRTP项目实施成效的重要因素。     

Information Functions of Rank-2PL Models for Forced-Choice Questionnaires

This paper presents the item and test information functions of the Rank two-parameter logistic models (Rank-2PLM) for items with two (pair) and three (triplet) statements in forced-choice questionnaires. The Rank-2PLM model for pairs is the MUPP-2PLM (Multi-Unidimensional Pairwise Preference) and, for triplets, is the Triplet-2PLM. Fisher's information and directional information are described, and the test information for Maximum Likelihood (ML), Maximum A Posterior (MAP), and Expected A Posterior (EAP) trait score estimates is distinguished. Expected item/test information indexes at various levels are proposed and plotted to provide diagnostic information on items and tests. The expected test information indexes for EAP scores may be difficult to compute due to a typical test's vast number of item response patterns. The relationships of item/test information with discrimination parameters of statements, standard error, and reliability estimates of trait score estimates are discussed and demonstrated using real data. Practical suggestions for checking the various expected item/test information indexes and plots are provided.     

Leisure Participation and Enjoyment Among the Elderly: Individual Characteristics and Sociability

Using data from a national survey of adults in Taiwan, this study explored how often older adults participate in and how much they enjoy 2 mostly-solitary leisure activities (reading books and watching TV/DVDs/videos) and 2 mostly-social leisure activities (socializing with friends and engaging in physical activities). According to ordinal regression analyses of these 4 dependent variables, individual characteristics (such as age, health, education level, and rural/urban residence) significantly contributed to older adults' leisure participation and enjoyment. More importantly, such participation and enjoyment also varied by the extent of sociability (social contacts, a preference for being with others, and a desire for making friends through leisure activities).     

Conceptualizing the use of online technologies for gifted secondary students

In an era where technology is advancing at a rapid pace, and where information is readily accessible on the World Wide Web, educators should be capitalizing on these resources for gifted students. This paper proposes a conceptual framework to support individualized and independent learning within a network of peers that will provide challenging interactions through extensive use of online learning. Online resources and technologies promote the exploration of new concepts and sharing of new learning with a group of motivated and “like‐minded” peers.     

基于J2EE平台的网络辅助教学系统的设计与构建

本文介绍了J2EE体系结构和技术框架,研究了网络辅助教学系统的实现目标及网络教学平台构建的策略。     

浅谈软件需求变更策略

需求变更对软件开发项目成败有重要影响,既不能一概拒绝客户的变更要求,也不能一味地迁就客户,所以,实施需求变更之前必须做好控制。本文详细探讨软件开发项目中需求变更发生的原因、需求变更的控制,并提出相应的控制策略。