UNDERSTANDING ORDINARY WOMEN

The paper reflects on the ways market research in Britain helped produce understandings of and information about the ‘mass housewife’ in the 1950s and 1960s. The paper does this through a case study of the market research used and generated by the London subsidiary office of J. Walter Thompson advertising. The paper focuses on key client accounts, as well as the agency's non-product specific research, as a way of exploring how it sought to understand the ordinary housewife and her consumption habits. In exploring JWT London's approach to the ‘mass market’ housewife, the paper draws on recent sociological arguments about advertising and market research that have conceptualized these commercial practices as technologies or socio-technical devices for ‘making-up’ the consumer. However, the paper also seeks to revise certain aspects of this sociological approach. It does this by proposing a more differentiated sense of the various marketing and market research paradigms that were used by advertising agencies in order to contest the claim that post-war market research was subject to growing sophistication under the influence of the psychological sciences. Secondly, the paper seeks to bring a more international and specifically trans-Atlantic dimension to the understanding of post-war market research. US-derived techniques formed a visible presence within post-war British market research and constituted a key point of reference for British-based practitioners. This influence was neither totalizing nor did it go unchallenged, but even as they rejected elements of ‘American’ approaches to the consumer, British practitioners still had to reckon with their intellectual authority and commercial force in this period.     

四川广告业发展趋势研究

本文以翔实数据为凭,回顾了20多年来四川广告业的发展历程,分析了四川广告业的现实状况及其在全国广告业界的地位．并对四川广告业存在的问题、发展潜力和最新发展趋势进行了深入研究。     

广告学专业开设影视制作课程的教学研究与实践

以往广告学专业开设影视制作课程面临教与学的双重困惑,有鉴于此,我院大胆改革,创新影视制作课程的教学与实践,积累了丰富的经验,取得了较大的成果。     

"广告场"理论——广告传播研究的中观走向

广告场是指由广告信息交换所引起的各种关系的总和。广告场根据其信息的承载程度,可以分为单体广告场和群体广告场。涉及到场时、场强、场域三个要素,关系到广告传播过程中的技术、精神、利益三个层面。广告场理论所关注的核心是在新传播模式下广告传播活动中多角关系的利益冲突与利益共享、相互牵制和和谐发展等相关问题。     

实现房地产广告的注意力

本文从房地产特性的角度分析,并以广告的传播效果为标准,找出房地产广告中出现的一些问题,希望房地产广告的创意和表现能回归到“引起人们的注意力,实现销售”上来。     

英语广告中修辞格运用浅析

为了达到推销商品的目的,商业广告通过各种修辞手段来实现其价值和基本功能。本文对英语广告中常用的几种修辞格进行了分析．探讨了各种修辞手段对于广告的价值和功能的具体实现的作用。     

近代广州出版与书籍广告简述

广州因其具有悠久的刻书传统和独特的地理条件,成为西文近代印刷出版业传入的前沿,从而大大促进了岭南文化的发展和繁荣。以铅活字印刷为先导的西文近代印刷术,伴随着西文传教士尤其是基督教新教传教士的东来传入中国,广州的印刷出版技术一直走在全国的前列。而书籍广告作为重要的宣传手段,被一些刻书商充分利用,以报纸和其他公共场所为载体,策划出一些颇有影响、受读者欢迎的书籍。     

浅析中西修辞劝说机制的异同--以广告语言为例

通过中西方广告语言中的情感诉求、理性诉求、道义诉求等三个方面的论述及广告语言修辞中诉求手段的运用,分析了修辞劝说机制在中西方广告语言中的差异,明确了广告语中运用修辞劝说机制能增强语言的艺术性和感染力,从而更好地实现广告的价值。     

虚假广告泛滥原因及解决方法

当今欺骗和误导消费者的虚假广告大量存在,不仅挫伤了人们对广告的信任,同时也损害了消费者的利益以及商品生产经营者之间正当的竞争关系,扰乱了社会市场经济秩序,阻碍了我国社会主义市场经济的健康、快速发展。虚假违法广告泛滥,已到了非治不可的地步!     

广告语体“随机造词”现象及其动因探析——以广告语体中的写意型三音节颜色词为例

本文以广告语体中的一类新型颜色词——写意型三音节颜色词为研究对象,对该类词中出现的“随机造词”现象进行分析,并从语言学动因和社会动因两大方面探讨“随机造词”现象产生的原因。