广告对现实生活的影响及其作用探析

知识经济的发展,使越来越多的知识产品进入我们的日常生活。知识产品所具有的无形性、路径依赖性和共生性等特点。使营销路径发生变化的同时,也促使广告产业的核心价值链以及广告运作从概念的符号表达到沟通价值创造的转变。本文以现实广告产业为例,从基础剖析了广告活动的现实本质与客观作用。     

Political persuasion on social media: A moderated moderation model of political discussion disagreement and civil reasoning

Abstract

Social media and news use arguably contribute to the prevalence of contentious politics because individuals may express dissent through their social networks as they consume news. This study seeks to test whether individuals might be more open to political persuasion in this context, especially if they are exposed to political disagreement or discuss politics in a civil manner. Relying on survey data from the UK, results based on a moderated moderation model show that (a) social media news use predicts political persuasion on social media (direct effects) and, (b) discussion disagreement and civil reasoning moderate this relationship in two-way and three-way interactions.     

隐喻的劝谏性功能与英语演讲教学

隐喻能力是英语学习者语言水平达到如母语般流利所必须具备的语言能力,在英语演讲中,隐喻不仅是语言能力的体现,隐喻本身也具备很强的劝谏功能,能够潜移默化地与听众取得同一,从而达到劝说的目的.然而如何在英语演讲稿中使用隐喻的相关研究目前尚少,文章以认知语言学中的隐喻研究为理论框架,在分析隐喻的劝谏功能的基础上,以演讲稿的撰写为目标,探讨培养隐喻思维的理论依据和实践方法,从而指出建立两者关系的教学策略.     

‘Hottest brand,coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector

This article examines the corporate branding efforts of Singapore's publicly funded higher education institutions within a context of neoliberal marketization. Adopting a discourse-analytic perspective, it examines the kind of branding approaches employed by Singapore's universities and polytechnics, and how these approaches are realized discursively in their brand artefacts. Three main approaches are identified and discussed. Referred to as (i) characterizing the brand; (ii) positioning the brand and (iii) personalizing the brand, they are constituted by a variety of language devices and discursive strategies such as positive evaluation, colloquial language and the use of particular metaphors, and represent a spread of approaches ranging from the more fact/reason-based to the experience/emotion-oriented. While the institutions employ a range of approaches, the findings of the analysis suggest that experience/emotion-oriented approaches are better elaborated in the artefacts, and gaining traction in the sector as a whole.     

Toward a holistic approach to communication: The effect of “pure” hemispheric reception on message acceptance

This study examined the relationship between hemispheric processing of complex messages and message acceptance. In particular the research sought to answer several questions regarding the processing and interpretation of persuasive messages and message sources. Based on the results of this research it was concluded that (1) the brain's right and left hemispheres, when isolated from one another, process information according to a particular “style,” (2) that semantic properties of language influence hemispheric processing, and (3) that message sources are perceived differently by the right and left hemispheres. Potential implications for the study of communication in terms of message style and acceptability, language intensity, perceptions of source, and perceptions of threat conclude this analysis.     

Teacher candidates’ epistemological beliefs, dispositions, and views on teaching as persuasion

Alexander and her colleagues proposed teaching as persuasion as a guiding metaphor for conceptual change pedagogy (Alexander, Fives, Buehl, & Mulhern, 2002). However, there is reason to suspect that the term persuasion can have negative connotations for some individuals ( Dole & Sinatra, 1999; Murphy, 2001). Therefore, we examined 182 primarily preservice teachers’ views of teaching as persuasion, and related those views to their openness/resistance to new ideas as measured by selected epistemological belief scales and dispositional measures. Consistent with our hypotheses, our results indicated that teacher candidates who believed that knowledge evolves, that beliefs can be revised, and that learning is a process of constructing knowledge were more open to persuasive teaching. Our findings provide support for Murphy’s (2001) view of persuasion and suggest further that the teaching as persuasion metaphor would be more successful embedded in an instructional context designed to broaden teachers’ epistemological worldviews.     

基于说服模型的高校德育工作者素质修养

根据霍夫兰德的说服模型,高校德育工作者要促使大学生的态度改变必须注重自身的形象塑造：一要增强自身的可信度,二要增强自身的吸引力。前者包括增强高校德育工作者的权威性和可靠性;后者包括高校德育工作者美化外表,提高受欢迎程度及保持与大学生态度上的相似性。     

超越“适应期”——大学新生适应不良及对策研究

进入大学是人生一次重要转折,大学新生在这一转变过程中在学习适应、人际适应、生活适应、心理适应、环境适应等方面产生诸多困难和问题。对此,教育工作者应加强指导,培养他们的交往能力,开展心理辅导,学会自我调适,帮助新生尽快适应大学学习,走好大学生活第一步。     

从西方修辞学的视角看翻译活动

翻译作为一种跨文化的交流活动,涉及到翻译动机、翻译观念、文本分析、翻译策略等问题。而西方修辞学主要研究言语的运用,包括研究文本的修辞目的、修辞情境、修辞方式、修辞效果等方面。本文试图从西方修辞学的视角对翻译活动进行分析、研究,表明翻译是一种以修辞为中介的活动。     

墨家论证说服的技艺

墨家在百家争鸣、辩论中,有独到的论证、说服技艺和杰出的运用。“止”是包含归纳、演绎的综合性类推。“譬、侔、援、推”是几种特殊的类推。类推是包含演绎、归纳、类比多种推理形式,没有明确分化的综合性推论方式。精研为争鸣、辩论服务的论证、说服技艺,是墨家辩学的特色。