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
As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Informatio...As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.展开更多
The increasing expansion of urban areas leads to the emergence of new noisy environments that can affect animal communication.Calls play a crucial role in the mating displays of anurans,and the negative impact of anth...The increasing expansion of urban areas leads to the emergence of new noisy environments that can affect animal communication.Calls play a crucial role in the mating displays of anurans,and the negative impact of anthropogenic noise-induced auditory masking has been reported in several species.We investigated the acoustic variation in 96 males(n=971 calls)of the treefrog Boana pulchella across acoustically undis-turbed sites and different noise conditions,associated with urban areas(URBAN)and roads(ROAD),in Central Argentina.We analyzed the effect of anthropogenic noise conditions on 6 temporal(call duration[CD],intercall interval,first and second note duration,internote interval,and call rate)and 3 spectral(dominant frequency of first and second note,frequency difference between them)call properties.The effects of temperature and size on acoustical variables were controlled.We observed differences in all call attributes among the noise conditions,except for intercall interval.Males exposed to URBAN and ROAD exhibited significant changes in CD,dominant frequency of the second note,and fre-quency difference between them.URBAN males had longest internote interval,while ROAD individuals displayed increased first and second note duration and call rates.Interestingly,ROAD males exhibited immediate changes in call rate in direct response to passing heavy vehicles.Our study emphasizes the impact of anthropogenic noise on the acoustic characteristics of B.pulchella calls.Understanding how animals adapt to noisy environments is crucial in mitigating the adverse effects of urbanization on their communication systems.Future investigations should explore whether the observed call adjustments are effective in avoiding or mitigating the negative consequences of anthropogenic noise on reproductive success.展开更多
This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,e...This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.展开更多
In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisem...In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.展开更多
Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly...Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.展开更多
This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustra...This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.展开更多
Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The adverti...Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.展开更多
In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwi...In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.展开更多
In contrast to traditional linguistics,which views metaphor primarily as a rhetorical device,cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts.The conceptual metaphor theory,p...In contrast to traditional linguistics,which views metaphor primarily as a rhetorical device,cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts.The conceptual metaphor theory,proposed by Lakoff and Johnson,continues to be a subject of intense scholarly debate.Numerous studies have examined conceptual metaphor from various perspectives,but research specifically focusing on advertising discourse is still limited.Advertising is constantly present in our lives,whether we are conscious of it or not.It holds a significant influence in our daily lives and communication.As we know that advertisers tend to make use of metaphors,and an analysis of their usages can provide valuable insights into their role in advertising discourse.The purpose of this paper is to extend the application of conceptual metaphor theory to the unique context of Macao’s casino advertising.Through a small-scale study,the author aims to identify types of metaphors used in casino advertising and gain an understanding of how they are strategically employed to attract customers.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
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supported by the Key R&D Program of Anhui Province in 2020 under Grant No.202004a05020078China Environment for Network Innovations(CENI)under Grant No.2016-000052-73-01-000515.
文摘As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.
基金supported by grants from the Secretary of Research and Technology of National University of Rio Cuarto(PPI 18/C475)National Agency for Scientific and Technological Promotion FONCYT(BID-PICT 2533-2014,2530-2019)The animal study protocol was approved by the Institutional Review Board(or Ethics Committee)of National University of Rio Cuarto-COEDI,UNRC(protocol code 241-21).
文摘The increasing expansion of urban areas leads to the emergence of new noisy environments that can affect animal communication.Calls play a crucial role in the mating displays of anurans,and the negative impact of anthropogenic noise-induced auditory masking has been reported in several species.We investigated the acoustic variation in 96 males(n=971 calls)of the treefrog Boana pulchella across acoustically undis-turbed sites and different noise conditions,associated with urban areas(URBAN)and roads(ROAD),in Central Argentina.We analyzed the effect of anthropogenic noise conditions on 6 temporal(call duration[CD],intercall interval,first and second note duration,internote interval,and call rate)and 3 spectral(dominant frequency of first and second note,frequency difference between them)call properties.The effects of temperature and size on acoustical variables were controlled.We observed differences in all call attributes among the noise conditions,except for intercall interval.Males exposed to URBAN and ROAD exhibited significant changes in CD,dominant frequency of the second note,and fre-quency difference between them.URBAN males had longest internote interval,while ROAD individuals displayed increased first and second note duration and call rates.Interestingly,ROAD males exhibited immediate changes in call rate in direct response to passing heavy vehicles.Our study emphasizes the impact of anthropogenic noise on the acoustic characteristics of B.pulchella calls.Understanding how animals adapt to noisy environments is crucial in mitigating the adverse effects of urbanization on their communication systems.Future investigations should explore whether the observed call adjustments are effective in avoiding or mitigating the negative consequences of anthropogenic noise on reproductive success.
文摘This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.
文摘In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.
文摘Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.
文摘This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.
文摘Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.
文摘In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.
文摘In contrast to traditional linguistics,which views metaphor primarily as a rhetorical device,cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts.The conceptual metaphor theory,proposed by Lakoff and Johnson,continues to be a subject of intense scholarly debate.Numerous studies have examined conceptual metaphor from various perspectives,but research specifically focusing on advertising discourse is still limited.Advertising is constantly present in our lives,whether we are conscious of it or not.It holds a significant influence in our daily lives and communication.As we know that advertisers tend to make use of metaphors,and an analysis of their usages can provide valuable insights into their role in advertising discourse.The purpose of this paper is to extend the application of conceptual metaphor theory to the unique context of Macao’s casino advertising.Through a small-scale study,the author aims to identify types of metaphors used in casino advertising and gain an understanding of how they are strategically employed to attract customers.
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.
