This study examines how Systemic Functional Grammar(SFG)is used in humorous advertising to create engaging and memorable messages.Drawing on Halliday’s three metafunctions,the analysis explores how selected humorous ...This study examines how Systemic Functional Grammar(SFG)is used in humorous advertising to create engaging and memorable messages.Drawing on Halliday’s three metafunctions,the analysis explores how selected humorous ads employ ideational resources to construct exaggerated or ironic scenarios,interpersonal resources to build a playful relationship with audiences,and textual resources to organize humor coherently.The findings suggest that SFG offers an effective framework for explaining how language and visuals interact to produce humor in advertising and influence audience perception.展开更多
Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to...Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to better implement advertising activities,this study intends to summarize the relevant research on advertising avoidance in recent years.The specific method is to use the core literature meta-analysis method to identify,filter,and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising resistance.We review the collected articles from the following perspectives:the definition and classification,external stimulating factors,internal perception factors,and moderating factors of advertising avoidance.On this basis,the SOMR model of advertising avoidance is constructed according to the SOR model.Finally,some prospects for future related research are presented.展开更多
This paper analyzes the use of metaphor and metonymy in Japanese advertising language.These rhetorical devices enhance emotional appeal,capture consumer attention,and convey product value indirectly through imagery an...This paper analyzes the use of metaphor and metonymy in Japanese advertising language.These rhetorical devices enhance emotional appeal,capture consumer attention,and convey product value indirectly through imagery and association.Metonymy expresses benefits via related elements like body parts or sensations,while metaphors connect products to nature or emotion,evoking rich sensory experiences.The study examines examples across categories such as beauty,health,and lifestyle,showing how these expressions align with Japanese cultural values of subtlety and suggestion.It concludes that metaphorical language in advertising not only informs but also emotionally resonates with consumers,making products more memorable and desirable.展开更多
Advertisement calls are essential for communication among anuran amphibians,with their production influenced by a range of environmental factors and morphological traits.To understand the primary sources of variation ...Advertisement calls are essential for communication among anuran amphibians,with their production influenced by a range of environmental factors and morphological traits.To understand the primary sources of variation of advertisement calls in male Leptobrachium liui,we recorded their advertisement calls during the breeding season and analyzed two primary acoustic parameters: call duration(CD) and dominant frequency(DF),along with their within-individual coefficients of variation.Additionally,we collected nest-related environmental parameters and morphological traits to investigate how these factors influence the variation in advertisement calls.Our analyses revealed that both nest-related environmental parameters(particularly water temperature) and individual morphological traits(especially head morphology) significantly influenced advertisement call characteristics in male L.liui.Water temperature showed a negative relationship with CD,while head morphology was positively associated with both CD and DF.These findings enhance our understanding of the factors shaping acoustic communication in L.liui during the breeding season and highlight the importance of both environmental and morphological factors in anuran vocalization.展开更多
The objective of this study is to shed light on what the literature on English Language Teaching(ELT)job advertisements reveals about the ELT profession.For this aim,the existing nine articles are chosen as the focal ...The objective of this study is to shed light on what the literature on English Language Teaching(ELT)job advertisements reveals about the ELT profession.For this aim,the existing nine articles are chosen as the focal literature and content-analyzed.The results point to some facts about ELT:the native speakerism ideology persists in ELT job advertisements;it includes multifaceted discrimination against both non-native and non-Anglophone native English speaker teachers(NESTs);cost-effective strategies are utilized by recruiters to hire young NESTs;different marketing strategies are employed to attract NESTs and to earn the prestige associated with hiring them;and advertising discourse is a way to institutionalization and entrenchment of discrimination.The fallacies explored also concern ELT as an adventure full of travel and pleasure,the dominance of supply-demand and preference principles,viewing NESTs as ideal teachers who promise fun and effortless language learning;and the fallacy that native status compensates for the lack of qualification and experience.Each fact and fallacy is problematized and ways to combat discrimination are suggested.Also,implications of the study for various stakeholders in the ELT circle including the NESTs,NNESTs,and recruiting agencies are discussed.展开更多
With the developing and rapidly changing technology,marketing strategies have necessarily changed in order to meet the demands and needs of consumers.The inability of businesses to keep up with this changing system pu...With the developing and rapidly changing technology,marketing strategies have necessarily changed in order to meet the demands and needs of consumers.The inability of businesses to keep up with this changing system pushes them out of the process.In daily life,where consumption never ends,marketing strategies are also consumed very quickly.Although the name changes according to age,the main goal is always more profitability.Digitalization of sales and marketing has made shopping in virtual environments widespread.Most customer services are performed by chatbots.It is seen that these studies are also carried out in the field of health services.From Siri to augmented reality applications,they are in our lives.These intelligent systems date back to the 1970s.So,where are the artificial intelligence and intelligent robots that have taken their place in almost every sector,from health to defense,which has been the favorite of recent years?Although the answer to this question has only recently begun to be researched,it seems that it will be one of the most important issues in the near future.In this study,which seeks a definitive answer to this question,the place and future of artificial intelligence in marketing strategies are discussed.In addition to contributing to the academic world,the study is thought to be useful in artificial intelligence studies.展开更多
Recently,generative artificial intelligence(GenAI)has developed into a new form of technology that can create copy,image,audio,and video content and adapt it to individual preferences on every channel and moment autom...Recently,generative artificial intelligence(GenAI)has developed into a new form of technology that can create copy,image,audio,and video content and adapt it to individual preferences on every channel and moment automatically.But most fail at proof-of-concept,as the pipelines needed to govern data,generate it controllably,deliver it,and do causal evaluation are absent or poorly aligned.This paper puts forward a practical end-to-end framework concerning personalized advertising driven by GenAI,which combines representation learning,constrained generation,and experimentation into a single operating cycle.First,we pick a modular architecture:profiles and contexts go into controllable large language and diffusion models that yield brand-safe assets under deterministic conditioning,which are chosen via a contextual bandit and vetted by policy and equality guardrails.Second,we give a measurement stack going from straightforward A/B/n tests to doubly-robust uplift modeling,making it possible to find out diverse treatment effects that are good to use in business metrics(incremental conversions and profit).Third,we operationalize latency budgets,humans in the loop,red teams,safety filters,and post-deployment monitoring with clear escalation paths.We focus throughout the paper on reproducibility,privacy(consent,privacy,differential privacy,on-device inference),and on GDPR/CCPA-like governance specifications.We end on our actionable blueprint,algorithmic choices,sample prompts,KPIs,and step-wise rollout to achieve trustworthy performance upgrades without putting creative quality,fairness,or compliance to the test.展开更多
We recorded and described the calls and acoustic characteristics of the male tiger frog,Hoplobatrachus rugulosus,in an artificial pond during mating season.Spectral and temporal call parameters,along with call intensi...We recorded and described the calls and acoustic characteristics of the male tiger frog,Hoplobatrachus rugulosus,in an artificial pond during mating season.Spectral and temporal call parameters,along with call intensity were analyzed.Three harmonics were distinguishable from the spectrogram.Four patterns of dominant frequency were found in calls produced late at night,i.e,3 patterns in the first harmonic（located in 500 Hz section,700 Hz section,and 800 Hz section respectively） and 1 in the second harmonic（located in 1 800 Hz section）.Call duration,call duty cycle,call intensity,and pulse rate were highly variable among different patterns of dominant frequency.These call properties could provide valuable evidence for further ecological study of this species.展开更多
A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period,...A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.展开更多
To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption f...To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are constructed.First, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.展开更多
Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing a...Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.展开更多
A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize cu...A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize customers. In the second period, targeted advertising plays an informative role and acts as a price discrimination device. The firms＇ optimal advertising and pricing strategies under imperfect targeting are compared with those under perfect targeting. Equilibrium decisions show that, under imperfect targeting, when the advertising cost is low enough, both firms will choose to target ads at the rivals＇ old segments. This equilibrium, which could not exist under perfect targeting, results in two opposite results. When cost is high, the effect of mis-targeting will soften price competition and increase profits; on the contrary, when cost is low enough, it will lead to aggressive price competition and profit loss with the increase of imperfect targeting, so firms may have incentives to reduce the mis- targeting degree.展开更多
This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee ...This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.展开更多
Based on Grice＇s cooperative principle, Brown and Levinson＇s politeness strategy, Leech put forward his politeness principle, which serves as a pragmatic principle in daily interpersonal and business communication. ...Based on Grice＇s cooperative principle, Brown and Levinson＇s politeness strategy, Leech put forward his politeness principle, which serves as a pragmatic principle in daily interpersonal and business communication. Tourism advertisements, as a means of business communication, have a close relationship with politeness principle. This paper, tram the perspective of the six maxims of politeness principle, analyzes and explores their application to English tourism advertisements and discusses the role of politeness principle in English tourism advertisements.展开更多
Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of econo...Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.展开更多
文摘This study examines how Systemic Functional Grammar(SFG)is used in humorous advertising to create engaging and memorable messages.Drawing on Halliday’s three metafunctions,the analysis explores how selected humorous ads employ ideational resources to construct exaggerated or ironic scenarios,interpersonal resources to build a playful relationship with audiences,and textual resources to organize humor coherently.The findings suggest that SFG offers an effective framework for explaining how language and visuals interact to produce humor in advertising and influence audience perception.
文摘Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to better implement advertising activities,this study intends to summarize the relevant research on advertising avoidance in recent years.The specific method is to use the core literature meta-analysis method to identify,filter,and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising resistance.We review the collected articles from the following perspectives:the definition and classification,external stimulating factors,internal perception factors,and moderating factors of advertising avoidance.On this basis,the SOMR model of advertising avoidance is constructed according to the SOR model.Finally,some prospects for future related research are presented.
文摘This paper analyzes the use of metaphor and metonymy in Japanese advertising language.These rhetorical devices enhance emotional appeal,capture consumer attention,and convey product value indirectly through imagery and association.Metonymy expresses benefits via related elements like body parts or sensations,while metaphors connect products to nature or emotion,evoking rich sensory experiences.The study examines examples across categories such as beauty,health,and lifestyle,showing how these expressions align with Japanese cultural values of subtlety and suggestion.It concludes that metaphorical language in advertising not only informs but also emotionally resonates with consumers,making products more memorable and desirable.
基金supported by the County-School Cooperation Project in Suichang County (2024-HZ12)Ecological Discipline Construction Fund of Lishui University。
文摘Advertisement calls are essential for communication among anuran amphibians,with their production influenced by a range of environmental factors and morphological traits.To understand the primary sources of variation of advertisement calls in male Leptobrachium liui,we recorded their advertisement calls during the breeding season and analyzed two primary acoustic parameters: call duration(CD) and dominant frequency(DF),along with their within-individual coefficients of variation.Additionally,we collected nest-related environmental parameters and morphological traits to investigate how these factors influence the variation in advertisement calls.Our analyses revealed that both nest-related environmental parameters(particularly water temperature) and individual morphological traits(especially head morphology) significantly influenced advertisement call characteristics in male L.liui.Water temperature showed a negative relationship with CD,while head morphology was positively associated with both CD and DF.These findings enhance our understanding of the factors shaping acoustic communication in L.liui during the breeding season and highlight the importance of both environmental and morphological factors in anuran vocalization.
文摘The objective of this study is to shed light on what the literature on English Language Teaching(ELT)job advertisements reveals about the ELT profession.For this aim,the existing nine articles are chosen as the focal literature and content-analyzed.The results point to some facts about ELT:the native speakerism ideology persists in ELT job advertisements;it includes multifaceted discrimination against both non-native and non-Anglophone native English speaker teachers(NESTs);cost-effective strategies are utilized by recruiters to hire young NESTs;different marketing strategies are employed to attract NESTs and to earn the prestige associated with hiring them;and advertising discourse is a way to institutionalization and entrenchment of discrimination.The fallacies explored also concern ELT as an adventure full of travel and pleasure,the dominance of supply-demand and preference principles,viewing NESTs as ideal teachers who promise fun and effortless language learning;and the fallacy that native status compensates for the lack of qualification and experience.Each fact and fallacy is problematized and ways to combat discrimination are suggested.Also,implications of the study for various stakeholders in the ELT circle including the NESTs,NNESTs,and recruiting agencies are discussed.
文摘With the developing and rapidly changing technology,marketing strategies have necessarily changed in order to meet the demands and needs of consumers.The inability of businesses to keep up with this changing system pushes them out of the process.In daily life,where consumption never ends,marketing strategies are also consumed very quickly.Although the name changes according to age,the main goal is always more profitability.Digitalization of sales and marketing has made shopping in virtual environments widespread.Most customer services are performed by chatbots.It is seen that these studies are also carried out in the field of health services.From Siri to augmented reality applications,they are in our lives.These intelligent systems date back to the 1970s.So,where are the artificial intelligence and intelligent robots that have taken their place in almost every sector,from health to defense,which has been the favorite of recent years?Although the answer to this question has only recently begun to be researched,it seems that it will be one of the most important issues in the near future.In this study,which seeks a definitive answer to this question,the place and future of artificial intelligence in marketing strategies are discussed.In addition to contributing to the academic world,the study is thought to be useful in artificial intelligence studies.
文摘Recently,generative artificial intelligence(GenAI)has developed into a new form of technology that can create copy,image,audio,and video content and adapt it to individual preferences on every channel and moment automatically.But most fail at proof-of-concept,as the pipelines needed to govern data,generate it controllably,deliver it,and do causal evaluation are absent or poorly aligned.This paper puts forward a practical end-to-end framework concerning personalized advertising driven by GenAI,which combines representation learning,constrained generation,and experimentation into a single operating cycle.First,we pick a modular architecture:profiles and contexts go into controllable large language and diffusion models that yield brand-safe assets under deterministic conditioning,which are chosen via a contextual bandit and vetted by policy and equality guardrails.Second,we give a measurement stack going from straightforward A/B/n tests to doubly-robust uplift modeling,making it possible to find out diverse treatment effects that are good to use in business metrics(incremental conversions and profit).Third,we operationalize latency budgets,humans in the loop,red teams,safety filters,and post-deployment monitoring with clear escalation paths.We focus throughout the paper on reproducibility,privacy(consent,privacy,differential privacy,on-device inference),and on GDPR/CCPA-like governance specifications.We end on our actionable blueprint,algorithmic choices,sample prompts,KPIs,and step-wise rollout to achieve trustworthy performance upgrades without putting creative quality,fairness,or compliance to the test.
基金National Natural Science Foundation of China(30770310,30970435)Zhejiang Provincial Natural Science Foundation of China(Y307453)
文摘We recorded and described the calls and acoustic characteristics of the male tiger frog,Hoplobatrachus rugulosus,in an artificial pond during mating season.Spectral and temporal call parameters,along with call intensity were analyzed.Three harmonics were distinguishable from the spectrogram.Four patterns of dominant frequency were found in calls produced late at night,i.e,3 patterns in the first harmonic（located in 500 Hz section,700 Hz section,and 800 Hz section respectively） and 1 in the second harmonic（located in 1 800 Hz section）.Call duration,call duty cycle,call intensity,and pulse rate were highly variable among different patterns of dominant frequency.These call properties could provide valuable evidence for further ecological study of this species.
基金The National Natural Science Foundation of China(No.71071033)the Research and Innovation Project for College Graduates of Jiangsu Province(No.CXZZ-0186)
文摘A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.
基金The National Natural Science Foundation of China(No.71371050)the Fundamental Research Funds for the Central Universities(No.3214005308)
文摘To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are constructed.First, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.
文摘Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.
基金The National Natural Science Foundation of China(No.71371050)
文摘A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize customers. In the second period, targeted advertising plays an informative role and acts as a price discrimination device. The firms＇ optimal advertising and pricing strategies under imperfect targeting are compared with those under perfect targeting. Equilibrium decisions show that, under imperfect targeting, when the advertising cost is low enough, both firms will choose to target ads at the rivals＇ old segments. This equilibrium, which could not exist under perfect targeting, results in two opposite results. When cost is high, the effect of mis-targeting will soften price competition and increase profits; on the contrary, when cost is low enough, it will lead to aggressive price competition and profit loss with the increase of imperfect targeting, so firms may have incentives to reduce the mis- targeting degree.
文摘This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.
文摘Based on Grice＇s cooperative principle, Brown and Levinson＇s politeness strategy, Leech put forward his politeness principle, which serves as a pragmatic principle in daily interpersonal and business communication. Tourism advertisements, as a means of business communication, have a close relationship with politeness principle. This paper, tram the perspective of the six maxims of politeness principle, analyzes and explores their application to English tourism advertisements and discusses the role of politeness principle in English tourism advertisements.
文摘Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.
