浅析幽默广告

幽默是人们窘迫时的一份轻松、真诚,更是人们乐观面对人生的一种态度。在信息时代,广告获得了极大的发展,而幽默广告凭借自身简单而强大的穿透力,已经成为商品的软销售,树立特有的品牌形象的重要手段之一,幽默广告符合当代人们的心理需求,淡化广告的直接功利印象,从而提升广告的品味。     

《武林外传》第二届全国跨服争霸赛看点剖析

《武林外传》,是我非常喜爱的一款喜剧武侠网游,古典不失时尚,诙谐不失庄重的风格特色总能给我刀光剑影的江湖闯荡增添几分惬意与幽默,两年五彩缤纷的武林生活,几多欢乐,几多哀愁,都为青春的记忆描绘着独一无二的画面,而第二届全国跨服争霸赛的开启,更是凭借更多的精彩、丰厚的奖励吸引了我。无论你是曾经见识过第一届武     

漫迷最爱，漫画搜索下载欣赏一条龙

漫画直观、夸张、轻快、诙谐、幽默的风格得到越来越多朋友的喜爱，在宽带非常普及的今天，在各大漫画网站搜索观看漫画也并不是什么难事。但是，在线漫画看起来十分令人不爽，网页广告太多，花花绿绿尽是骚扰信息；漫画图片下载太慢，等待时间太长徒生烦闷：看到心仪的漫画，想收藏长久保存，还要执行额外的保存操作，下载太哕嗦。下面笔者就告诉大家一个技巧，     

浅析幽默广告

幽默是人们窘迫时的一份轻松、真诚,更是人们乐观面对人生的一种态度。在信息时代,广告获得了极大的发展,而幽默广告凭借自身简单而强大的穿透力,已经成为商品的软销售,树立特有的品牌形象的重要手段之一,幽默广告符合当代人们的心理需求,淡化广告的直接功利印象,从而提升广告的品味。     

道高一尺 魔高一丈

读完《网上有贼》一文．心中对牛鼻子佩服得五体投地，也为他诙谐幽默的话语所打动。     

新闻

黄金岁月 洛杉矶摄影师Dean Bradshaw拍摄了“黄金岁月”系列作品，作品展现了许多老人们参加超级体育竞赛时的诙谐幽默的场景，包括摔跤、举重以及激烈的篮球比赛。     

《武林外传》8月28日内测

完美时空制作的Q版网游《武林外传》于8月28日为玩家开放内测。古装情景喜剧《武林外传》以其诙谐、幽默的对白,出神入化的人物刻画,得到众多观众喜爱,收视率一直很高。该电视剧独到的“武林喜剧”思想,深入观众心中。完美时空制作的《武林外传》具有游戏客户端小,电脑配置要求低,画面精美等众多特色。同时,结合《武林外传》电视剧的诸多受观众欢迎的特点,完美时空此次首创“喜剧网游”模式,从游戏背景、任务、系统等各方面突出轻松搞笑的风格,让玩家在游戏时不经意的就被滑稽的对白和任务逗得哈哈大笑。考虑到电视剧的众多腐竹也会来到这…     

浅析网络语言对高职语文教学的影响

网络语言以其言简意赅、方便快捷、诙谐幽默等特点,冲击着语文教学。如何正确看待网络语言对于学生教育的影响,引导合理地使用网络语言．让网络语言为语文教学服务更是值得深思和研究的一项课题。     

补齐电子商务安全短板

信息安全中的“木桶理论”决定了整个电子商务交易体系中不能存在终端安全隐患短板。“用支付宝、天下真无贼”,淘宝网幽默而诙谐的广告,借《天下无贼》的影响力和傻根的熟悉形象,在让人们意识到电子商务交易的支付环节使用支付宝最安全的同时,其实也是在告诉人们,电子商务必须注意安全问题。安全电子商务永远的痛?“尽管网上购物省事、省心,可是我们不敢买太贵的东西,一般只买价格在一两百块钱左右的。”记者接触过的很多有过网上购物经历的人都这么说。很多数据都在阐述着人们对电子商务交易安全的不放心。2004年年底,中国互联网络信息中…     

以广告的名义

胜负师：所谓“广告”,顾名思义就是广而告之的意思,它是为了某种特定的需要,通过一定形式的媒体,并消耗一定的费用或资源,公开而广泛地向公众传递信息的宣传手段。对于广告,很多人的态度可以说是又爱又恨,因为广告并非都是恶俗的代名词,凝聚创意与智慧的广告甚至可以称之为艺术品。《以广告的名义》是近期自由谈投稿中我十分欣赏的一篇．因为它跳出了“自由谈式文章”的思维定式,文字流畅自信而不失幽默．如同一部好的广告片一样,看过之后会觉得有所收获,并能牢记其中的几个片段,甚至让人有一种可遇而不可求的感觉。自由谈的参与者们似乎应该多思考一下,若更着重于游戏与生活中细节的发现,才能创作出更多让全耳目一新的作品来。     

当代影视广告创意语言探析

当代广告与生活已紧密相连,广告已经渗透到我们生活的方方面面。影视广告即电影、电视广告影片,作为广告重要组成部分的影视广告,其广泛用于企业形象宣传、产品推广,具有着广泛的社会接受度。我们主要把影视创意方式分为亲情式表达,意境式表达,幽默式表达,形象代言人直叙型,故作悬念式表达手法等多种表达方式。将多种方式搭配一起使用,将取得事半功倍的效果。     

Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation

Informativeness and entertainment are regarded as two types of advertising value that can influence consumers’ attitudes toward Web advertising. Despite of many studies on these two factors, there are two research gaps in extant literature. First, the effects of informativeness and entertainment on attitude are considered separately, yet their interaction effect is neglected. Second, the role of individual characteristics (e.g., gender) in the advertising evaluation process is far from clear. To address these two issues, a laboratory experiment was conducted to investigate the interaction effect between informativeness and entertainment, and also the moderating role of gender. The results indicate that informativeness can help form a more positive attitude for males than for females, and entertainment can lead to a more positive attitude for females than for males. It is also found that there is a three-way interaction among informativeness, entertainment, and gender. More specifically, the interaction effect between informativeness and entertainment is significant for females, but insignificant for males. Results, research contributions, and limitations are discussed, and implications for future studies are suggested.     

Creative Strategies in Viral Advertising: An Application of Taylor’s Six‐Segment Message Strategy Wheel

Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. The current study provides one of the first empirical investigations of viral advertising. It uses Taylor’s six‐segment message strategy wheel as a theoretical framework. A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality.     

基于价格歧视的双寡头竞争企业网络广告投放模式测评与策略研究

双寡头竞争企业网络广告投放决策问题是网络营销企业面对的重要决策问题.鉴于此,重点考虑大众广告和定向广告两类网络广告,首先针对广告成本和消费者特征,给出用户群的效用函数和产品空间位置;然后,分别针对客户均匀分布和非均匀分布状况下的两类广告进行测评;最后基于测评结果深入研究定向广告的投放概率和策略选择问题.研究结果显示:无论消费者呈现均匀分布还是非均匀分布,定向广告的投入会使企业获利,但大众广告会同时降低两家竞争企业的利润,使得企业陷入囚徒困境,此外,实施价格歧视总是优于非歧视定价;网络广告的边际投放强度起到双向调节作用,定向广告的投放不总是有利的;当定向广告成本过高时,企业应当采用防御型策略;歧视定价时发放定向广告的数目总是高于非歧视定价.     

浅析设计师与消费者广告符号的认知差异

文章以广告符号在设计信息交流中的认知差异为启示,分析了设计师与消费者广告符号认知差异的理解、形成,并结合广告实例论述了广告符号认知差异的主要研究设计师与消费者广告符号的认知差异现象的理解、形成,结合实例分析差异生成的症结所在,总结出正确处理设计师与消费者广告符号认知差异的方法。     

国际变色龙品牌的商业广告表现研究——以日化行业为例

广告作为一种传播符号,对于品牌塑造是至关重要的,但同时也有文化与地域的差别。在日化行业,一些外国日用个人护理产品品牌呈现出了强大的变色龙效应,使所有消费群体都受到了影响。针对这一现象,本文主要从广告人物形象、广告情感因素、广告表现元素三个方面对这些国际变色龙品牌的商业广告表现进行了分析研究,以从中找出国际品牌实现其本土化变色龙效应的一些可借鉴经验。     

Manufacturer defensive and offensive advertising in competing distribution channels

This paper investigates how two competing manufacturers should invest in defensive and offensive advertising in a two‐segment market and whether they should each adopt a decentralized or an integrated channel if their goal is to maximize total channel profits. We find that manufacturers in decentralized channels can exclusively undertake either of the two types of advertising or combine the two at the equilibrium. In integrated channels, they can either combine the two or exclusively undertake defensive advertising. When multiple equilibria exist, strategies that combine both types of advertising should be preferred to exclusive defensive advertising strategies, which are better than exclusive offensive advertising strategies. Also, total channel profits are higher in decentralized channels than in integrated channels when the brands are moderately or highly substitutable. Conversely, total channel profits of integrated channels are higher than those of decentralized channels in areas where the brands are relatively differentiated and the offensive advertising retaliatory capacity of the rival is stronger. Theoretical and managerial implications of these findings are discussed.     

Comparing factors affecting attitudes toward LBA and SoLoMo advertising

This study compares the effectiveness of location-based advertising (LBA) and social-local-mobile (SoLoMo) advertising. The results show that SoLoMo advertising is more effective than LBA. Consumers perceive a higher level of brand interaction, entertainment, informativeness, perceived location awareness, and sociability in SoLoMo advertising than in LBA. This study also discovers that there are differences in consumers’ reaction to the ads on different situational contexts and platforms. The academic contribution of this paper lies in the direct comparison of the effectiveness of LBA and SoLoMo advertising, which was lacking in the literature. To our knowledge, this is the first study in which comparison between LBA and SoLoMo advertising is made. This paper fills the gap by investigating how factors associated with advances of modern smartphone functionalities, brand interaction, perceived location awareness, and sociability, affect attitudes towards ads. It also contributes to the theory of effectiveness of telecommunication promotion by examining how consumers react to ads in different situational contexts on different platforms. Finally, this study provides practical suggestions.     

供应链动态合作广告策略

研究产品信誉受广告投入水平影响的供应链合作广告问题,建立具有广告投入水平抑制作用的产品信誉动态模型.通过哈密顿-雅可比-贝尔曼方程分别得到制造商和零售商在分散决策和集中决策下的最优广告策略以及在分散决策下制造商的最优合作广告参与率,比较发现,集中决策下制造商和零售商的最优广告投入水平高于分散决策下的相应值.设计了双边补贴策略来协调供应链.数值仿真实验验证了所得结论的正确性.     

广告创意中的文化“干扰”

创意在广告创作中具有重要地位,并且创意的优劣会直接影响到广告最终的传播效果。影响广告创意的因素是多方面的,其中文化对广告创意的影响极其重要,因为它是沟通全球人类面对广告取得认同交流的前提。由于文化认同、文化差异、区域文化的不同存在,影响着广告创意的定位与诉求。