The moderating role of cultural orientation in explaining temporal orientation of self-referencing

A psychological process called self-referencing justifies the use of ‘you’ statements in advertisements; the more an individual relates an ad to him/herself, the greater the likelihood of recall and favorable evaluation. Self-referencing can be differentiated based on the temporal dimension of the self being activated while processing advertisements: when people remember themselves in the past they engage in retrospective self-referencing whereas they engage in anticipatory self-referencing when imagining themselves in the future. The current study examined the moderating role of consumers’ cultural background (i.e. long-term vs. short-term orientation) on the effects of temporal orientation of self-referencing. A corollary of this premise is that the match between cultural time orientation and the type of self-referencing activated by an ad will increase the extent of viewers’ self-referencing as well as advertising effectiveness. Further, this study confirmed a mediating role of self-referencing in explaining the match effects. The findings inform the extant literature on self-referencing and also provide managerial implications for international advertising practitioners.     

浅析英语教学中的文化渗透

语言是文化的一部分,不能独立于文化而存在。由于不同的民族有着不同的社会文化背景,因此,学习一种语言必须了解这种语言所承载的文化。英语教学中必须注重对学生进行文化渗透,首先,应充分利用现有教材,立足课堂,进行文化渗透,其次,要不断开拓第2课堂,加强文化渗透。     

移动图书馆服务质量的感知差异性分析

[目的/意义] 移动图书馆的快速发展引发了学者们对移动图书馆服务质量的广泛关注,从用户感知差异的角度去探讨服务质量有助于提升移动图书馆服务水平。[方法/过程] 使用自建的移动图书馆服务质量观测量表,采用方差分析、象限分析和聚类分析方法,从用户的性别、学科类型、使用经验和机构属性进行差异性分析。[结果/结论] 研究发现用户对服务质量的感知存在差异性,移动图书馆服务应重视以服务推广为核心的服务宣传,并以交互体验改进作为未来服务质量的改进重点。     

殷商介词的甄辨及确认

殷商介词与动词、连词、副词和语气词常有纠葛,学界分歧很大。介词判定需追溯语法化源词的源义,在此基础上甄辨了11个非殷商介词和确认了14个殷商动源介词,介词均由连动结构的次要动词语法化而来。     

从认知语言学角度看英汉语时间概念隐喻的差异

英汉语在“时间是空间”、“时间流逝是运动”、“时间是金钱”、“时间是实体”等主要时间概念隐喻及相应的语言表达形式中虽有很多相同之处，但也存在着差异。这些差异来源于英汉不同的认知和社会文化背景。     

Physical activity profiles and selected muscular fitness variables in English schoolchildren: A north–south divide?

The aim of the study was to compare and contrast habitual physical activity (PA) profiles and muscular fitness in schoolchildren from northern and southern regions of England. Data were collected from two secondary schools in the north east (NE) of England. The study procedures followed methods employed by the East of England Healthy Hearts Study in 10–16-year-old boys and girls based in the south east (SE) region of England and data were compared. Habitual physical activity (PAQ-A), vertical jump test, and hand-grip (HG) strength were assessed. We converted raw scores from all assessments to age- and sex-normalised z-scores. We recruited 597 children (58% boys) in the NE and compared findings to 597 age- and sex-matched boys and girls from the SE. Boys in the SE had significantly stronger HG scores, jumped higher, were more powerful (mean peak power: 2131?W vs. 1782?W; P?P?P?相似文献   

语言教学中的文化教学

语言和文化互相影响，互相作用，学生如只学语言而不学其文化，将无法真正掌握一门语言也无法正确运用。文化差异决定语言差异，导致语用差异及价值观念的差异。因此，在语言教学中应渗透文化教学。     

初中英语教学中社会文化背景的意识提升

英语作为世界最通用的语言 ,其交际功能愈显重要。但语言离不开其文化背景 ,而不同民族文化又具有差异性。所以英语教师必须加强英语教学中的社会文化背景教学 ,使学生通过文化语境掌握文化能力 ,熟悉交际方式 ,保证交际成功。     

安娜与蘩漪悲剧原因之比较

托尔斯泰笔下的安娜与曹禺笔下的蘩漪以其震撼人心的爱情悲剧吸引着一代又一代读者。两者的悲剧命运既有惊人的相似性,又表现出显著的不同。他们在执着地追求幸福、爱情这一进程中,既面临社会、家庭的迫害,男性的背叛,亲情的牵挂,又受自身性格所局限。探讨两者悲剧命运的主客观原因,可以更清醒地认识两部伟大作品中女性爱情悲剧的深刻性。     

个体差异与计算机辅助语言教学的优势

介绍了计算机辅助语言教学的基本形式；同时以学习者的个体差异为着眼点，从学习者的认知、情感及社会性等方面论述了机辅语言教学的优势。肯定了机辅语言教学的优势，旨在为促进高校外语教学，培养满足社会需求的人才提供有益的建议。