论服饰广告的审美创作

服饰广告的本体功能是促进服饰商品的销售。设计师借助美学手段进行审美创作,能巧妙地融服饰广告的经济价值于审美价值之中,从而达到吸引受众眼球,提升服饰商品的知名度、美誉度,实现销售商品的终极目的。从美学的角度对服饰广告创意的表现手法进行审视,有助于指导具体的广告创作实践,提升服饰广告的审美价值,实现美学与服饰广告的完美结合。     

案例教学法在广告学本科教学中的运用反思

通过分析案例教学法在我国广告学本科教学中的运用特性及表现,反思其中可能存在的问题,进而提出完善案例教学法的有效对策：（1）案例教学法在广告学本科教学中的运用新思路;（2）案例教学法在广告学本科教学中的阶段执行对策。     

农产品横向合作营销的困境及对策研究

“一般性广告”作为一种常见的纵向合作营销形式,在国内得到的研究关注较少。在农产品营销领域,一般性广告对农产品专业化生产可以起到重要的推动作用。论文针对一般性广告捐助中普遍的“搭便车”现象,进行理论分析,指出农户会面临一个“公共品困境”,这种困境实际上是农村合作组织面临的共同难题,最后从组织角度给出相关的政策建议。     

浅谈创意经济与广告产业的发展

创意是广告的生命和灵魂,广告中缺乏优秀的创意,广告主题往往难以巧妙的表现出来.在当今时代背景下,创意经济与创意产业已经成为一股新兴的时代潮流对传统产业造成了很大的冲击,而这对于讲求创意的广告产业的发展又将是一个新的机遇.文章从创意与创意经济的概念出发,分析创意经济与广告产业发展存在的密切关联,并就创意经济背景下广告产业的发展提出一些可行性的建议和措施.     

在线即时通讯工具在编辑工作中的应用

积极探索了在线即时通讯工具在编辑工作中的应用,并以腾讯QQ为例,探讨了QQ对于提高工作效率,加强与作者、广告客户、数据库运营商的沟通,提高广告页设计、制作效率及效果,增强与同行学习及信息共享方面良好的促进作用。     

The Advertisement from the Perspective of Culture

随着消费社会的到来、消费文化的繁荣,广告已成为一种促进消费的手段。广告的营销过程,从最初单纯的商业和经济行为转化为商业与文化联姻的过程,丰富的审美因素和文化内涵蕴藏于商业广告文本中,掩盖了商业色彩,具有了文化意味,传递着某种生命哲理、人文精神及张扬自我个性的价值理念。     

The potential of integrated marketing in increasing adoption of land rehabilitation practices in northwest New South Wales,Australia

Land degradation is a major threat to the productivity of agricultural land in Australia, and on the soils used for growing wheat (Triticum aestivum) soil erosion and fertility decline are serious problems. A study financed jointly by NSW Agriculture, Grains Research and Development Corporation (GRDC) and agribusiness looked at the effectiveness of using integrated marketing to increase adoption of dryland lucerne (Medicago sativa) in rotations in northwestern NSW as a means to rehabilitate degraded wheat soils. At the time of the study, average wheat and protein yields were declining. Integrated marketing, with heavy reliance on television advertising, was run during Summer 1992 and Autumn 1993. Approximately 750 wheat growers, located around Moree in NSW comprised the target group. A similar number of comparable farmers from around Dalby in southern Queensland, who were not exposed to the promotional campaign, formed the control group. Farmers were surveyed by mail just before and 18 months after the campaign. While the results were compounded by severe drought during the study time, as well as by other constraints, the data suggest none the less the value of this approach in getting farmers to change their practices. One in six wheat growers in the target area were aware of the free information kit available via the advertised 1800 number or freepost mail coupon; one in twelve obtained the kit. Television was the most influential media in eliciting a response, followed by the Australian Grain Magazine. The results suggested that the campaign did in fact engender the desired change. The study highlights the possible role integrated marketing may play in rural Australia, whether the subject dealt with is agricultural, environmental or other, not because of any novelty value, but because of the technique itself. © 1998 John Wiley & Sons, Ltd.     

“他山之石可攻玉”——浅谈杭蓉渝户外广告设置对宁波城市的借鉴

城市的现状是社会的一面镜子,城市是一个复杂的有机综合体,户外广告是一个城市人和历史、社会与经济、技术和科学、文化与政治的面貌反映,户外广告承担起丰富、充实城市文化的责任。户外广告对城市空间、城市景观的影响愈来愈受到政府与公众的关注与重视;在宁波如何展开户外广告整治工程,也是提升城市形象的重要环节,本文试图通过对杭蓉渝户外广告的调研,来探索宁波的户外广告规范方法。     

广告翻译的接受美学

广告作为一种媒介产品,是一种面对大众的重要宣传手段,具有广泛的受众群体,它不仅要遵循社会文化习惯,迎合大众审美心理,而且在影响和形成社会文化和审美心理方面起着重要作用。接受美学作为一种美学思潮,其重视读者能动作用的主张对广告的翻译有一定的启发和影响。本文主要从语义学的角度浅谈广告翻译中的接受美学,以及如何实现广告翻译中的接受美学。     

农产品横向合作营销的困境及对策研究

“一般性广告”作为一种常见的纵向合作营销形式,在国内得到的研究关注较少。在农产品营销领域,一般性广告对农产品专业化生产可以起到重要的推动作用。论文针对一般性广告捐助中普遍的“搭便车”现象,进行理论分析,指出农户会面临一个“公共品困境”,这种困境实际上是农村合作组织面临的共同难题,最后从组织角度给出相关的政策建议。