Effects of slogans and human model characteristics in product advertisements.

Conducted a study with 96 adult male office workers to test the effect of slogans and human models on the credibility of advertisements, likeability, and intention to buy the advertised product. The slogan variations consisted of the use of nonqualified (one-sided communication) and qualified (two-sided communication) slogans. The model variations consisted of advertisements presented with a male model, a female model, a male-female model pair, and with no model. 3 consumer nondurable products frequently consumed by both males and females and often advertised in the printed media were used. Results reveal that Ss perceived the advertisements with the qualified slogans as more credible. The use of the male-female model pair also created greater credibility for the advertisement, and resulted in greater liking for and intention to buy the advertised product. Results are discussed in terms of existing theories of attitude change. (French summary) (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

广告的汉英翻译

广告翻译以原广告和实际产品为基础,但又必须考虑到多方面的因素.在广告翻译的过程中,译者在了解了广告的语言特色和掌握了广告翻译的基本原则的基础上,应具备有关社会、生活、文化和有关产品和商品销售等方面的知识,从而掌握广告翻译的技巧.     

Comprehension of pragmatic implications in advertising.

A methodology for testing consumers' interpretations of advertisements was developed and used to test understanding of implied claims about products. 180 undergraduates heard 20 brief commercials on tape and later evaluated statements about the products as true, false, or of indeterminate truth value, based on the advertisement. The independent variables were (a) type of claim (asserted or implied); (b) temporal relation of advertisement and test (test while hearing and reading advertisement, test immediately after hearing, or test 5–20 min later); and (c) type of instruction (presence or absence of specific instruction discriminating between assertions and implications). Results show that discrimination of asserted and implied claims was very poor under the most real-life conditions but was vastly improved by the explicit instruction discriminating assertions and implications, and by a reduction in the time between hearing the advertisement and receiving the test. Ramifications for information processing, consumer education and the empirical determination of deceptive advertising are discussed. (17 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Counseling center hiring preferences.

In Study 1, 130 counseling center directors rated a counseling vita significantly higher in terms of agency fit and a clinical vita significantly higher in terms of the likelihood of being licensed. In Study 2, the American Psychological Association Monitor position advertisements for the years 1978 to 1984 were classified as clinical, counseling, or either. A high percentage of advertisements sought either a clinical or counseling psychologist, with counseling psychologists being more frequently sought than clinical psychologists when the advertisement was directed at a single discipline category. (10 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Peers as mediators of television food advertisements aimed at children.

Past research on the effects of TV has focused primarily on it as a unitary force rather than as 1 source of influence in a network of cross-pressures. The present study attempted to determine how peer-modeled food preferences combined with TV food commercials to influence the food preferences of school-aged children. 40 Black and 40 White 4th graders were assigned randomly to 1 of 4 conditions: TV control, TV advertisements with similar peer-modeled food preferences, and TV advertisements with dissimilar peer-modeled food preferences. An additional 40 children served as peer models. Ss in the TV advertisement condition preferred foods in the same class as the advertised foods more frequently than did Ss in the TV control condition. Ss in the TV advertisement/peer-similar condition preferred foods like the advertised food more often than Ss in the TV advertisement condition, whereas Ss in the TV/peer-dissimilar condition preferred foods like the advertised food less frequently than did Ss in the TV advertisement condition. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Tobacco advertising and coverage of smoking and health in women's magazines

This study examines the extent of tobacco advertising and the coverage of smoking and health in all Irish produced women's magazines for 1989-93. There were 805 pieces in 402 magazines of which 684 (85%) were tobacco advertisements, 48 (5.7%) were new briefs; 27 (3.4%) were advice columns; 16 (2%) were feature articles; 15 (1.9%) were health promotion advertisements dealing with smoking and pregnancy; 10 (1.2%) were letters and 5 (0.61%) were editorials. Topics covered by the 106 articles on smoking were: smoking cessation-43 (40.6%); general health issues 35 (33%); smoking in pregnancy-4 (3.8%) and passive smoking 17 (16%). Of the 106 articles, 4 were negative about measures to control smoking. Four cigarette brands accounted for 70% of the advertisements. No tobacco advertisement carried the warning that "Smoking when pregnant harms your baby" or "Smoking kills". The 385002 cm2 of space devoted to tobacco advertising and negative messages about the dangers of tobacco and health represents 1.95% of total magazine space and is 14.5 times greater than the 26575 cm2 of positive messages about the dangers of smoking. That these magazines advertise tobacco without adequately covering the harmful effects of tobacco would suggest a degree of hypocrisy in their stated concern for women's health and lends further strength to the principle of a total ban on all tobacco advertising.     

Personality predictors of artistic preferences as a function of the emotional valence and perceived complexity of paintings.

This study explored associations among the Big Five personality factors, unconventionality, selected demographics, and preference for 4 distinct visual art genres (portraiture, abstract art, geometric art, and impressionism). In total, 3,254 participants completed an online survey assessing individual difference and preference ratings for different paintings. Participants were also asked to rate each observed painting for emotional liking and perceived complexity, which enabled examination of whether personality could predict artistic preferences when the latter was classified on the basis of consensual, rather than researcher-led or art historical, taxonomies. Correlations and structural equation models showed that the correlates and predictors of artistic preferences were stronger when art was classified using consensual ratings (particularly in the case of complex art) than according to researcher-led or art historical taxonomies. Although these findings are somewhat exploratory and more comprehensive measures of individual differences and art preferences could be employed, they suggest that trait-congruent classifications of aesthetic stimuli may improve prediction and understanding of individual differences in artistic preferences. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Uses of instant-print photography in psychotherapy.

Discusses the use of conventional and instant-print photography in psychotherapy, featuring examples from the literature and from the author's clinical experience. Therapeutic gains from the use of photography in psychotherapy are enumerated. The use of photography in psychotherapy is grouped under 3 categories: the use of historical photographs to document one's past, photographs taken of the client in the context of psychotherapy, and photographs taken by the client in a therapeutic context. It is suggested that instant-print photography retains the advantages found in the therapeutic uses of conventional photography. Instant-print photography, because of the immediacy of the final print, also has unique potential as an interactive medium of communication in a visual language. Examples of therapeutic uses of this type of photography, which is also appropriate for therapeutic dialog with populations who are resistant or disabled in verbal communication, are presented. Diagnostic and therapeutic benefits have been noted with such treatment modalities as psychodynamic, behavioral, family systems, and group therapies. (24 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

A comparison of placebo response with major depressive disorder in patients recruited through newspaper advertising versus consultation referrals

Recent evidence indicates few differences between patients recruited through advertising and by consultation referral, and there is some suggestion that those recruited through advertising are more representative of the target community population. However little has been reported on differences in placebo response and compliance in these two patient groups. We conducted a retrospective chart review of 49 patients with major depressive disorder (MDD), recruited through advertising or consultation, randomized to placebo in five clinical trials. Variables included demographics, clinical history, efficacy, compliance, and completion data. Homogeneity was demonstrated for most variables. Differences in placebo groups included significantly lower Hamilton Rating Scale for Depression (HAM-D) scores for the advertisement group throughout the trials. Advertisement patients were also more likely to be early placebo responders and in remission at Days 14 and 28. No differences were found in completion rates or reasons for early termination. Compliance was excellent for both groups. Early placebo response of the advertisement group reinforces the need for trials of at least 8 weeks. In addition, consultation patients may have a more severe illness and be treatment resistant, suggesting they are less generalizable to community practice populations.     

Memory for cigarette advertisements enhanced by smoking abstinence.

Abstinent and nonabstinent smokers were exposed to a series of cigarette and automobile advertisements. After a distractor event, a subsequent task tested recognition. Nonabstinent smokers showed no differences in recognition for the 2 types of stimuli. Abstinent smokers, on the other hand, recognized more cigarette advertisements than automobile advertisements (p?     

Confocal laser scanning microscopy of chondrocytes in vitro: cytoskeletal changes after quinolone treatment

CONTEXT: Whether tobacco advertising and promotion increases the likelihood that youths will begin smoking has important public policy implications. OBJECTIVE: To evaluate the association between receptivity to tobacco advertising and promotional activities and progress in the smoking uptake process, defined sequentially as never smokers who would not consider experimenting with smoking, never smokers who would consider experimenting, experimenters (smoked at least once but fewer than 100 cigarettes), or established smokers (smoked at least 100 cigarettes). DESIGN: Prospective cohort study with a 3-year follow-up through November 1996. SETTING AND PARTICIPANTS: A total of 1752 adolescent never smokers who were not susceptible to smoking when first interviewed in 1993 in a population-based random-digit dial telephone survey in California were reinterviewed in 1996. MAIN OUTCOME MEASURE: Becoming susceptible to smoking or experimenting by 1996. RESULTS: More than half the sample (n=979) named a favorite cigarette advertisement in 1993 and Joe Camel advertisements were the most popular. Less than 5% (n=92) at baseline possessed a promotional item but a further 10%(n=172) were willing to use an item. While having a favorite advertisement in 1993 predicted which adolescents would progress by 1996 (odds ratio [OR] = 1.82; 95% confidence interval [CI], 1.04-3.20), possession or willingness to use a promotional item was even more strongly associated with future progression (OR=2.89; 95% CI, 1.47-5.68). From these data, we estimate that 34% of all experimentation in California between 1993 and 1996 can be attributed to tobacco promotional activities. Nationally, this would be over 700000 adolescents each year. CONCLUSION: These findings provide the first longitudinal evidence to our knowledge that tobacco promotional activities are causally related to the onset of smoking.     

Coping with fear through suppression and avoidance of threatening information.

Fear appeal communications are widely used by social marketers in their efforts to persuade individuals to refrain from engaging in risky behaviors. The present research shows that exposure to a fear appeal can lead to the suppression of concepts semantically related to the threat and bias attentional resources away from threat-relevant information. Participants in the experimental condition viewed a fear appeal advertisement depicting the negative consequences of drinking and driving. The results of a reaction time task showed inhibited responses to words semantically related to drinking (e.g., beer, party) relative to a baseline group that controlled for priming effects (Experiment 1a) and level of fear (Experiment 1b). Furthermore, those in the experimental condition were shown to adopt an attention avoidance processing style, decreasing attention to alcohol-related advertisements appearing in a mock magazine (Experiments 2a and 2b). Because processing of alcohol-related advertising has been linked previously to an increase in drinking and driving, inhibited processing of such advertisements suggests a positive outcome of suppression effects. This contrasts with prior claims suggesting that suppression is counter to prevention-based efforts. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Responses of deaf adolescents to differences in counselor method of communication and disability status.

This study tested the effects of disability status (deaf or hearing) and communication method (sign language, interpreter, or written) on deaf subjects' ratings of counselor social influence, counselor empathy, and willingness to see the counselor. Deaf adolescent subjects (53 female and 53 male) rated one of six videotapes portraying a deaf or hearing counselor using sign language, an intepreter, or written communication in counseling a deaf client on a topic of high relevance. The results indicated that counselors were rated higher on social influence, counselor effectiveness, and empathy if they used sign language rather than written communication. No significant differences were found for counselor or disability status. The subjects indicated a greater willingness to see a hearing counselor who used a sign language or an interpreter rather than written communication, although these results were not replicated for a deaf counselor. We discuss the implications for the use of sign language with deaf adolescent clients. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Social class differences in verbal communicative accuracy: A question of which question?

Reviews the literature to determine which communication task and social class sample variables increase the likelihood of finding social class differences in communicative accuracy. The most critical factors appear to be (a) a communication task sensitive to possible social class differences in vocabulary or perceptual skill, (b) a communication situation that does not reflect normal conversation, (c) differences between the social class samples in IQ or formal education, and (d) a lower-lower-class sample. The drawbacks of focusing only on social class, rather than on possible mediating social processes, are discussed. Social class differences in communicative accuracy were found to be greater than race or sex differences and comparable to small age differences. No clear conclusions could be drawn about how social class differences in communication skills vary as a function of age or about whether within-class communication is more effective than between-class communication. Little support was found for hypothesized social class differences in verbal communicative style. The issue of the representativeness of past studies is discussed. (3 p ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

《老人与海》中的象征意义

The Old Man and the Sea tells a story about an old Cuban fisherman and his battle on the sea. It is wellknown as one of Hemingway's masterpiece. The theme is deep, and it is a song of heroism. The words "A man can be destroyed but not defeated" has gently landed in everyone's heart. Through it we can see Hemingway's famous iceberg technique, which is a simple but highly suggestive style. It was vividly embodied in this work, thus he was awarded the Nobel Prize for his " mastery of the art of modern narration".     

Does the medium matter? The interaction of task type and technology on group performance and member reactions.

Investigated the hypothesis that as group tasks pose greater requirements for member interdependence, communication media that transmit more social context cues will foster group performance and satisfaction. 72 3-person groups of undergraduates worked in either computer-mediated or face-to-face meetings on 3 tasks with increasing levels of interdependence: an idea-generation task, an intellective task, and a judgment task. Results showed few differences between computer-mediated and face-to-face groups in the quality of the work completed but large differences in productivity favoring face-to-face groups. Analysis of productivity and of members' reactions supported the predicted interaction of tasks and media, with greater discrepancies between media conditions for tasks requiring higher levels of coordination. Results are discussed in terms of the implications of using computer-mediated communication systems for group work. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

Frame of Reference.

Presents a letter speaking in support of the network television show The Eleventh Hour, which prominently features psychologist and psychiatrist characters. Regarding the portrayal of psychology in entertainment, the author argues that it would be wise to establish and expand beachheads, and to be alert to the possibility that the academic frame of reference may not be realistically imposed on the means of communication or the arts. Further, it is argued that it would be psychologically sounder to do what we could to actively assist any interpretive individuals or groups (on their terms if the psychological good is greater than the evil) and to work toward a goal of having art, entertainment, and other vehicles achieve as many of their objectives as we would wish them to allow us to achieve. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

The use of art for the study of symbols.

"All symbols function within a complex network of matrices and potential choices which can perhaps be explained up to a point, but not translated into exact equivalences unless a happy accident provides one." Art "was once the servant of symbolism and not symbolism the servant of art. I believe the study of known symbols in artistic contexts, be they in painting, music, or poetry might indeed elucidate to the psychologist what forms, colors, rhythms, or sounds are felt to go with what meanings. They might direct his attention to the old doctrine of decorum which is precisely concerned with the search of such fitting or appropriate matches." The effect of art on the receiver is a multiple kind of message; in the work of art the matrices are not neatly separated; they are telescoped and condensed into one. "The effect of this simultaneity can be dramatic. There is no doubt that Freud's discoveries have enabled us to look deeper both into the consonance and the dissonance of multiple meanings that interlink in the structure of artistic symbols." Historically, art did not begin as self-expression, "but as a search for metaphors commanding assent among those who wanted the symbols of their faith to make visible the invisible, who looked for the message of the mystery." (PsycINFO Database Record (c) 2010 APA, all rights reserved)