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Multimodal Metaphor Analysis of German Commercials: 《Journal of Literature and Art Studies》2024年第10期867-873,共7页DING Hao-cheng CHEN Qi; 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...; 关键词：multimodal metaphors German advertising commercial design cognitive linguistics

Exploring Generic Features in China-Africa Corporate Advertising:A Critical Genre Analysis: 《Chinese Journal of Applied Linguistics》2022年第3期462-482,486,共22页Meiling WANG Liming DENG; the research output of the National Social Sciences research project entitled“A Genre-based Study of the Dynamic Intertextual and Interdiscursive System in Chinese and Foreign Professional Discourse”(NO.17BYY033)。; China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation.Drawing on Bhatia’s Critical Genre An...; 关键词：win-win cooperation China-Africa corporate advertising critical genre analysis generic features INTERDISCURSIVITY

Subjective or objective:How the style of text in computational advertising influences consumer behaviors?被引量：3: 《Fundamental Research》2022年第1期144-153,共10页Minxue Huang Tong Liu; the National Natural Science Foundation of China(Grants No.91746206 and 72132008)to provide funds for conducting experiments.; In the era of computational advertising,advertising effectiveness can be measured by different metrics at different stages of the sales funnel.In the upper funnel,the click-through rate(CTR,the rate of click per impre...; 关键词：Advertising text Click-through rate Conversion rate Computational advertising Speech act theory

Maximum-Profit Advertising Strategy Using Crowdsensing Trajectory Data: 《ZTE Communications》2021年第2期29-43,共15页LOU Kaihao YANG Yongjian YANG Funing ZHANG Xingliang; This work is supported by Jilin Science and Technology Department Key Technology Project(20190304127YY);the National Natural Science Foundations of China(1772230,61972450 and 62072209);Natural Science Foundations of Jilin Province(20190201022JC);National Science Key Lab Fund Project(61421010418),Innovation Capacity Building Project of Jilin Province Development and Reform Commission(2020C017-2);Changchun Science and Technology Development Project(18DY005);Key Laboratory of Defense Science and Technology Foundations(61421010418);Jilin Province Young Talents Lifting Projec(3D4196993421).; Out-door billboard advertising plays an important role in attracting potential customers.However,whether a customer can be attracted is influenced by many factors,such as the probability that he/she sees the billboard...; 关键词：billboard advertising mobile Crowdsensing probabilistic set coverage problem simulated annealing optimization problem

The Effect of Para-Social Interaction in Endorsement Advertising: SEM Studies Based on Consumers’ Exposure to Celebrity Symbols被引量：1: 《Language and Semiotic Studies》2020年第1期42-77,共36页Ke Zhang; This paper explores how consumers’ para-social interaction(PSI) bridges source credibility and consumer brand-related responses when they are exposed to advertising images with celebrity symbols. Two studies were con...; 关键词：celebrity image symbolic meaning para-social interaction self-brand connection brand attitude

Platform Competition for Advertisers and Viewers in Media Markets with Endogenous Content and Advertising被引量：2: 《Journal of Systems Science and Systems Engineering》2020年第1期36-54,共19页Xiaogang Lin Rui Hou Yongwu Zhou; The authors thank the editor(s)and two anonymous referees for their comments and suggestions,which are very helpful to improve the quality of the paper.Rui Houis the corresponding author.This paper has been supported by the National Natural Science Foundation of China under Grant Nos.G71571052 and G71520107001;and Guangdong Natural Science Foundation under Grant No.2016A030313691;and Guangdong Planning Project of Philosophy and Social Science under Grant No.GD19YGL05.; In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers p...; 关键词：Media platforms two-sided markets CONTENT PROVISION ADVERTISING intensity product differentiation

Mature While Growing up, Innovative While Inheriting——Exclusive Interview with Zhao Xinli, the Associate Dean of the Advertising School of Communication University of China: 《China's Foreign Trade》2019年第3期24-27,共4页Liu Xinwei; As the Chinese proverb goes,a man of his thirties should be independent.For a person,it s time to shoulder the responsibility he or she longs for.For a major and a School,it s time to root deep,to take responsibility ...; 关键词：the ASSOCIATE Dean of the ADVERTISING School of Communication University of China China Innovative WHILE Inheriting MATURE WHILE Growing up EXCLUSIVE Interview with ZHAO Xinli

Critical thinking of the statement of Joseph E.Levine: 《青春岁月》2018年第23期20-21,共2页张云鄂; This article aims to discuss and extend the knowledge of nature of communication and advertising which can be utilized in practice of contemporary marketing communications.; 关键词：COMMUNICATION ADVERTISING and MARKETING

A Comparative Research on Cultural Values in Chinese and American Advertisements: 《US-China Foreign Language》2018年第3期184-188,共5页TANG Yu WANG Gui-lian; The paper is based on the research of Greet Hofstede＇s Model of Cultural Dimensions and Edward. T. Hall＇s Context Culture Theory. According to their theories, the author focuses on four dimensions （context culture,...; 关键词：ADVERTISING cultural values comparative research cultural communication

The Effectiveness of Facebook as an Advertising Strategic Method Using EPIC： A Case Study of Mie Jupe Jombang: 《Chinese Business Review》2017年第7期309-315,共7页Erminati Pancaningrum Wahyu Ari Rahayu STIE PGRI Dewantara Jombang Indonesia; This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points t...; 关键词：the effectiveness of advertising EMPATHY PERSUASION impact communication

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