谈植入广告在体育赛事中的应用

随着现代体育的发展,其商业化的程度与日俱增;随着体育赛事的火爆及传播技术的日新月异,植入广告与体育赛事的结合更加普遍.研究植入广告在体育赛事中的方法和特点,探索并总结植入广告运用的一些内在规律,为越来越多的商家如何正确运用植入广告提供参考.     

从移情说看广告翻译中的审美再现

文章探讨了移情说对广告翻译中审美再现的适用性,并提出了广告翻译审美再现的三大策略:使用诗化语言、营造感人意境、巧用互文手法。广告译者应透彻理解原文并选用恰当的手法再现原文的美感和情感内蕴,使译文起到预期的移情作用,实现移情促销的终极目标。     

试论无景点旅游对旅行社的影响

注重自由和体验的无景点旅游作为一种新兴的出游形式越来越受到推崇,旅行社不可忽视这一市场现状.旅行社需要根据各自的具体情况,在强化接待管理的基础上,应优化旅游产品,开拓旅游专项服务市场,寻求旅游企业之间的协同合作,推行旅行社的互联网在线经营,调查了解无景点旅游者需求,提供个性化的旅游产品和服务,以此促进旅行社行业的健康发展.     

Analysis of Stylistic Features of Advertising English

Combining the theory of stylistics,this paper discusses the stylistic features of advertising English such as,the use of sound patterns in the form of alliteration and rhyme,steady form of vocabulary,simple and informal grammar,and the adoption of metaphor.Through the analysis,we can understand and appreciate advertising English and create more interesting and more persuasive advertisements.     

功能对等理论在广告翻译中的应用

广告翻译是一种目的性极强的翻译活动。为了传递信息和劝诱目的语读者,广告翻译追求的是效果对等,从而实现商业利润的最大化。注重语言功能对等而不是文字表面的对应的奈达功能对等理论对广告翻译具有重要的指导意义。在广告翻译过程中,译者必须考虑语言和文化差异并关照译文读者的审美心理才能达到有效的功能对等。     

中国传统艺术与当代艺术设计——以广告招贴设计为例

我们民族要在世界拥有自己的舞台,就一定要使自己的民族文化具有“与时俱进”的特性。对于做艺术设计的人而言,应立足于传统艺术的根基,用传统艺术元素浇注当代艺术设计,通过不同的形式将传统艺术的精髓转化为创造力,这样才能使设计作品在当代艺术形式下拥有民族传统艺术的特色,同时更具有艺术魅力。     

Apolitical politics: GOP efforts to foster identification from Latinos, 1984–2000

The growth and youth of the U.S. Latino population at the close of the 20^th century makes them a desired constituency for both major political parties. Intriguingly, the party organization which has long resisted the recognition of internal voting blocs—the GOP—allocated unprecedented resources between 1980 and 2000 to inspire identification from Latinos. This study investigates the nature of these invitations. Specifically, it reveals how a party, whose organizational identity opposes acknowledging individuals as ethnic group members, appeals to an ethnic group. By examining (a) English and Spanish language television advertisements and (b) elite interview data with Republican Latino strategists, we argue that these ads depict satisfied Latino citizens, emphasize Latino family connections, and eschew traditional political issues. These identification strategies are notable for they may have considerable effects on the American polity at the dawn of, and well into, the 21^st century.     

Selling Women on PDAs from “Simply Palm” to “Audrey”: How Moore's Law Met Parkinson's Law in the Kitchen

This essay investigates key moments in the history of personal digital assistant (PDA) marketing to women. Analyzing promotional texts for three PDAs that received considerable press coverage from 1999 to 2001, this essay explores the cultural significance of the convergence of anxieties about women's place in the gendered division of labor with the computer industry's changing marketing imperatives. Drawing on an array of promotional texts, including news articles, press releases, promotional Web sites, and ads appearing in newspapers and magazines, this paper tells the story of how the computer industry aimed to sell smaller, faster computing devices to women while promising to mediate and thus reproduce women's overwork as paid and familial laborers. After experimenting with the PDA as a sexy fashionable gadget for working women, marketers approached women as mothers with “Audrey,” an Internet appliance designed for the kitchen.     

Marketing and Advertising

Abstract

The Web is one of the best starting points for marketing and advertising information. The author covers Web sites for top publications as well as sites from academic institutions and professional associations.     

Operational,not theoretical: A critique of the current paradigm in development communication

It has been more than 20 years since Everett Rogers first outlined the elements of the ‘new’, ‘Another Development’, ‘plurality’ paradigm of development. This paradigm was later radicalized and extended by Jan Servaes, who called it ‘multiplicity’. While the paradigm was developed in response to the shortcomings of the earlier modernization paradigm, policy makers in Third World countries continue to use the recommendations of the older paradigm.

This paper suggests that the failure of the new paradigm to replace the older one may be due to its own contradictions and inconsistencies. The paper presents the various elements of this paradigm and then critically evaluates them. It discusses why the conceptualizations in the new paradigm are not always useful, and notes that while some of the voices being used in it may be new, the ideas are really quite old. The overall purpose of the paper is to initiate a systematic critique of the new paradigm—a task the authors feel is long neglected.