Changing patterns in community attitudes to child abuse

Tasmania is the island state of Australia with a population of 416,000 people. A statewide programme on child abuse was commenced with the passing of a Child Protection Act in 1974. The results of the introduction of education programmes for professional groups and of providing information for the community have been analysed. Since 1972 notifications of suspected cases of child abuse have risen sixfold, but even now there are fewer cases reported in areas away from the main professional centre in the state. In the types of abuse being reported, there has been a sharp rise in self referrals and children deemed to be at risk. Sexual abuse may have been dealt with by other agencies before, but is now being notified. There has been a change in the age groups of children coming under notice with an increase in those between 2 and 12 years and a fall in those 0–2 years. The proportions of notifications from the various agencies have changed with considerably more coming from self referrals, from community referrals and from the education services. These trends would seem to indicate that both the professionals and the community are more aware of child abuse than formerly.     

广告英语翻译的"归化"和""异化"策略

本文从广告英语的特点和功能入手,论述了广告翻译的原则和策略,指出翻译的基本原则应为:自然、准确、易懂。而实现广告翻译基本原则应以“归化”为基本策略,合理使用“异化”策略。     

装璜设计与广告学有机结合的教学探索和研究

装璜设计是工艺美术里的一个重要专业，主要侧重于设计和制作：广告学足一个新兴学科，它侧重于策划和创意。二者若能有机结合，就可以承上启下，相得益彰。由于装璜没计和社会需求存在着矛盾，要解决矛盾，就要进行教学改革，就要探索改革方法，只有这样，才能消除其负面影响。     

广告翻译中的跨文化因素及归化法的运用

从东西方文化差异的角度出发,以消费心理、文化习俗、价值观、政治法律、礼貌原则、思维模式、词汇内涵及语言表述方式等方面为切入点,分析了跨文化因素对广告翻译的影响并探讨了如何合理运用归化翻译法弥合跨文化沟壑以实现广告的社会经济价值。     

从符号学的角度谈广告语的翻译

符号学的翻译原则是“意义相符，功能相似”。这一翻译原则对广告语的翻译具有重要的指导意义。本文依照符号学翻译观．通过对广告语特殊意义及功能的分析，说明英汉广告翻译不单单是指称意义的对应转换，更重要的是实现其联想意义的转换以力求达到功能、语意、语法、修辞等效，从而使广告译文发挥与原广告同等的效力。     

情景语境与广告语篇的语言选择

广告作为一种推销语篇体裁，意义在于其交际目的和交际效果，这就要求广告撰写者准确地把握语篇的文化语境和情景语境，才能实现其预定的目的和效果。本文运用系统功能语言学的语境理论，主要从情景语境中的语域变体，即语场、基调和方式三个方面分析广告语篇中的语言选择，探讨在具体语境下广告创作如何取得“适切性”，达到预期的交际目的和效果，以及运用系统功能语言学的语境理论来分析广告语篇的可行性。     

高职广告专业课程建设与行业企业的常态互动

高等职业教育最大的教学特点就在于与行业企业的紧密联系,这一点在归属于服务业的广告专业中体现得尤为突出。离开了企业的土壤,先进的设计理念、制作工艺、管理手段就无法及时地引入教学一线。高职院校的广告专业应积极扮演主动的角色,在保持专业自主性的前提下进行改革,与企业进行多层次的深度磨合。相关政府及行业部门也应通过积极的政策导向充分调动企业的参与热情,并将职业资格证书制度真正纳入到与院校课程体系同步的轨道上来。     

我国科技期刊广告市场环境SWOT分析

利用SWOT分析法分析我国科技期刊广告市场环境的优势(strengths)、劣势(weaknesses),以及存在的机遇(oppor-tunities)和威胁(threats).认为我国科技期刊广告市场环境的优势是广告针对性强,信息可信度高,时效性长,收费低廉,受众注意程度高;劣势是时滞长,容量有限,受众面和影响力有限;机遇是广告市场的发展和广告主投资理性的增加;威胁是国内、外广告媒体的竞争,以及信用度方面的因素.     

Political Television Advertising in Campaign 2000

Most studies of political advertising focus on presidential television spots. However, far more commercials are broadcast for other races. This study applies the functional theory of political campaign discourse to 584 television spots from presidential, gubernatorial, senatorial, house, and local races in the 2000 election. The most common functions were acclaims (67%) followed by attacks (32%) and defenses (1%). When non-presidential ads are examined, incumbents acclaimed more and attacked less than challengers. Party-sponsored ads employed more attacks than ads sponsored by the candidates. These messages emphasized policy more than character (62% against 38%). Democratic candidates discussed policy more than Republicans. Presidential and gubernatorial ads (executive offices) discussed policy more than ads for other offices.     

淄博构建面向中小企业的技术转移创新体系

分析中小企业技术创新发展面临的障碍,提出为加快技术转移,促进科技成果产业化,必须搭建成熟可 靠的技术转移服务平台,构建适合本区域实际的技术转移创新体系。介绍地市级技术转移的实践状况,阐明地市级技 术转移创新体系的建设发展有效地促进了淄博市企业技术创新能力的提高,加快了全市经济结构的优化升级,推动了 该市国家产业化基地的建设,取得了显著的服务成效。