课程思政教育理念下新闻学课程内容建设及综合教学手段的实践 ——以"新闻编辑"课程为例

本文以"新闻编辑"课程为研究对象,分析了课程思政理念下,新闻学课程内容的创建和教学手段的综合实践.课程思政与新闻学教育是同向同行的,而新闻价值观的引导关乎当代青年意识形态塑形.当下的"新闻编辑"课程有必要在既有框架的基础上,完善和提升教学理念,本着更高的政治站位进行内容编排和价值引导.在教学手段上,应通过引导式教学推动思政元素的入脑入心,应强化课件设计的节奏感,以思政要点推高课堂气氛.此外,教师应本着为国家和民族负责的态度,充分提高自身的政治素养和思想理论水平,引导学生将新闻学的学习放置在宏阔的历史背景、政治纵深和文化视野之下,让新闻学的教学更具灵魂和根基.     

创意在艺术设计中的重要性

"创意"是广告的灵魂,所谓广告创意,就是在广告定位的基础上,进行创造性的想象和创造性的诉求,从而更有效地传达广告信息。广告创作者要考虑的是如何充分、艺术性地表达阐释广告主题的问题。成功的广告战略首先来自不同凡响的卓越创意。创意是引起消费者注意,激发消费者购买欲望的强力药剂。"创意"一词,也成为广告界最流行的常用词。     

广告，文化创意产业之“秀”

厘清广告产业与文化创意产业之间的基本关系,可以借力扬帆,为广告产业和初见端倪的文化创意产业注入强心剂。广告产业与文化创意产业之间的关联性是与生俱来的。从内涵式比较研究切入,以广告产业的专业“卖点”进行理论,我们可以自豪地言明：广告正是一个不折不扣的文化创意产业!文化元素是一切品牌形象的催生素和营养剂。广告作为一个生产产品或企业品牌形象的产业,始终以文化创意为魂;文化产品同样需要打造品牌,根本性地解决“有创意而没有产业”之痛,文化创意产业更需要广告“秀”场。     

感悟式教学法在广告学专业课程中的应用研究

感悟式教学法是近年来较受关注的教学方法之一,但当前研究大多集中于中小学教育,高等教育同样需要感悟式教学法助力。尤其是基于内容创意的广告学专业,工具性的教学远不能满足学生的学习需求,它需要感悟式教学法通过师生共同感受,帮助学生领悟所学内容。研究讨论了感悟式教学法与广告学专业课程的关系,同时对广告学专业实施感悟式教学法的三种基本策略:情感渗透式教学策略、问题导向式教学策略、情景辅助式教学策略,进行了详细讨论。研究认为,感悟式教学法能够在较为开放的广告学专业教学中发挥较好的作用,但该方法的使用和评价需要遵循发展的原则,因时因地因人制宜。     

广告创意与传统文化的融合

中国传统文化博大精深,是现代广告学取之不尽用之不竭的源泉。对现代广告具有深刻的影响力,为广告创意提供了丰富的创作灵感和设计思路。将传统文化和现代广告进行合理的移植和融合,不仅能体现中华民族的特色,更能影响消费者的心理。     

试论广告的文化创意产业属性

从对文化产业内涵的界定以及各个国家对文化创意产业的归类中可以看到,各国均无一例外地把广告作为文化创意产业的重要组成部分。广告具有属于文化创意产业的内在特征,有成为文化创意产业所必备的条件。同时,与其他产业相比,广告也有着明显的区别于其他文化创意产业类型的内在规律和独特个性内容。主要体现在发展模式、生产性投入、创造经济价值的方式以及内容导向和评估方面。     

中视金桥董事长李惠民的传奇人生

每天清晨,央视一套和央视新闻两个频道并机直播的《朝闻天下》中,分分秒秒贵如黄金的广告时段,均由中视金桥国际广告有限公司创意策划代理。此外,公司还代理央视财经、体育、中文国际、军事农业、英语等多个频道四十多个热门栏目的广告,每年上缴给央视的广告费近30个亿。中视金桥的影响遍于海内外,并已在香港上市四年,称得上是中国的电视传媒广告大鳄。中视金桥的董事长叫李惠民,他也是中国诗酒文化协会特邀副会长。     

浅谈广告创意

广告创意是广告创作中最重要的环节,它是优秀广告的核心,它是广告活动的灵魂。广告创意应新颖独特"、意"与象交融、具有吸引力。广告创意要以广告主题为核心而且能与受众有效沟通,广告创意的有序性、和谐性和能动性在创意的流程中得到体现。     

浅谈文化创意产业视域下的湘西型苗族剪纸开发设计原则

文化创意产业是湘西民间艺术保护与开发的有效途径,在针对民间艺术进行设计的过程中需要分析本区域内民间艺术开发设计整个过程中所存在的问题,探索湘西地型苗族剪纸在文化创意产业开发设计所要遵循的原则。本文提出湘西地区文化创意产品开发设计所需要遵循的原则,分别为区域传统文化传承原则、市场购买原则、使用价值原则、相关利益产业融合原则。     

酒品牌美学价值鉴赏 标准与方法（下）

什么是好酒,当下似乎没有什么定论。笔者以为,可以从这几个方面进行认定：其一,品牌美誉度高的酒,其二,内外包装艺术创意高,而这种创意与品牌文化一脉相承,能够充分体现品牌文化灵魂的酒,其三,内外兼修,价值回归,性价比高的酒,其四,历史文化特别深厚的酒。     

Cigarette advertising in Mumbai, India: targeting different socioeconomic groups, women, and youth

Background: Despite a recent surge in tobacco advertising and the recent advertising ban (pending enforcement at the time of this study), there are few studies describing current cigarette marketing in India. This study sought to assess cigarette companies' marketing strategies in Mumbai, India.

Methods: A two week field study was conducted in Mumbai in September 2003, observing, documenting, and collecting cigarette advertising on billboards, storefronts and at point of sale along two major thoroughfares, and performing a content analysis of news, film industry, and women's magazines and three newspapers.

Results: Cigarette advertising was ubiquitous in the environment, present in news and in film magazines, but not in women's magazines or the newspapers. The four major advertising campaigns all associated smoking with aspiration; the premium brands targeting the higher socioeconomic status market utilised tangible images of westernisation and affluence whereas the "bingo" (low priced) segment advertisements invited smokers to belong to a league of their own and "rise to the taste" using intangible images. Women were not depicted smoking, but were present in cigarette advertisements—for example, a woman almost always accompanied a man in "the man with the smooth edge" Four Square campaign. Advertisements and product placements at low heights and next to candies at point of sale were easily accessible by children. In view of the iminent enforcement of the ban on tobacco advertisements, cigarette companies are increasing advertising for the existing brand images, launching brand extensions, and brand stretching.

Conclusion: Cigarette companies have developed sophisticated campaigns targeting men, women, and children in different socioeconomic groups. Many of these strategies circumvent the Indian tobacco advertising ban. Understanding these marketing strategies is critical to mimimise the exploitation of loopholes in tobacco control legislation.

     

目的论视角下白酒广告翻译策略研究

近年来,随着我国白酒产品越来越多的打入国际市场,对白酒广告翻译的功能和期望也越来越高。一方面,译文要准确地把握文化内涵,成功的进行不同文化之间的转换,将一种文化元素注入另一种文化元素当中,让译语国家的受众接受和理解;另一方面,译文翻译质量的优劣,不仅直接影响信息传播的成功与否,而且关系到白酒产品的国际竞争力和市场占有率,在一定程度上也反映了国家和民族的文化素质。目的论(功能翻译理论)认为:翻译是有目的的跨文化交际活动,翻译的过程应以实现译文在译语文化中的预期功能为首要原则。以翻译目的论为指导,探讨白酒广告翻译的策略。     

News media coverage of smoking and health is associated with changes in population rates of smoking cessation but not initiation

OBJECTIVE: To determine whether changes in news media coverage of smoking and health issues are associated with changes in smoking behaviour in the USA. DESIGN AND MAIN OUTCOME MEASURES: Issue importance in the US news media is assessed by the number of articles published annually in major magazines indexed in The Reader's Guide to Periodical Literature. Annual incidence rates for cessation and initiation in the USA were computed from the large, representative National Health Interview Surveys (1965-1992). Patterns in cessation incidence were considered for ages 20-34 years and 35-50 years. Initiation incidence was examined for adolescents (14-17 years) and young adults (18-21 years) of both sexes. RESULTS: From 1950 to the early 1980s, the annual incidence of cessation in the USA mirrored the pattern of news media coverage of smoking and health, particularly for middle aged smokers. Cessation rates in younger adults increased considerably when second hand smoke concerns started to increase in the US population. Incidence of initiation in young adults did not start to decline until the beginning of the public health campaign against smoking in the 1960s. Among adolescents, incidence rates did not start to decline until the 1970s, after the broadcast ban on cigarette advertising. CONCLUSIONS: The level of coverage of smoking and health in the news media may play an important role in determining the rate of population smoking cessation, but not initiation. In countries where cessation has lagged, advocates should work to increase the newsworthiness of smoking and health issues.     

十大股市新闻

<正> 有人说,过去的一年是食企的坎儿年,也有人断言是辉煌的一年。笔者却以为,还是把2001年算为食企难忘的一年为妥。本刊汇总2001年我国食企上市公司十大新闻,不是为了缅怀过去,而仅仅是祝愿我们的食企以史为鉴,在马年走得更好!     

Working to make an image: an analysis of three Philip Morris corporate image media campaigns

Objective

To describe the nature and timing of, and population exposure to, Philip Morris USA''s three explicit corporate image television advertising campaigns and explore the motivations behind each campaign.

Methods

: Analysis of television ratings from the largest 75 media markets in the United States, which measure the reach and frequency of population exposure to advertising; copies of all televised commercials produced by Philip Morris; and tobacco industry documents, which provide insights into the specific goals of each campaign.

Findings

Household exposure to the “Working to Make a Difference: the People of Philip Morris” averaged 5.37 ads/month for 27 months from 1999–2001; the “Tobacco Settlement” campaign averaged 10.05 ads/month for three months in 2000; and “PMUSA” averaged 3.11 ads/month for the last six months in 2003. The percentage of advertising exposure that was purchased in news programming in order to reach opinion leaders increased over the three campaigns from 20%, 39% and 60%, respectively. These public relations campaigns were designed to counter negative images, increase brand recognition, and improve the financial viability of the company.

Conclusions

Only one early media campaign focused on issues other than tobacco, whereas subsequent campaigns have been specifically concerned with tobacco issues, and more targeted to opinion leaders. The size and timing of the advertising buys appeared to be strategically crafted to maximise advertising exposure for these population subgroups during critical threats to Philip Morris''s public image.     

论媒体传播中的标签式传播

标签式传播是一种简化认知过程,易于被传播和接受的传播方式。但是标签式传播有很大的局限性,对于媒体和受众来说,标签式传播会忽视传播内容的个体差异,影响受众的心理图式,受众的心理图式影响其对传播内容的现实判断,从而妨碍受众对传播内容的客观认知。标签式传播也并非是一种有意为之的传播方式。新闻标题中的关键词,媒体选择新闻的价值标准,媒体新闻选题的跟风与炒作,媒体对类型化题材的倾向,都是形成标签式传播的重要因素。     

The tobacco settlement: an analysis of newspaper coverage of a national policy debate, 1997-98

OBJECTIVE: To examine the framing of tobacco policy issues in the news media during the national tobacco settlement debate of 1997-98. The major aims were (1) to describe the extent of newspaper coverage of each of the specific components of the proposed tobacco settlement; (2) to identify the tobacco control frames, and the dominant frame, appearing in each newspaper article; and (3) to examine trends in tobacco control frames over time. DESIGN: A content analysis was performed on 117 articles related to national tobacco legislation appearing in the Washington Post from 1 January 1997 through 18 June 1998. MAIN OUTCOME MEASURES: (1) Major policy themes of the settlement referred to or implied in each article; (2) major frames used to discuss the problem of tobacco in each article. RESULTS: The generation of new revenue was the dominant theme of the articles, appearing as a major focus in 44% (52) of the articles. Other than the issues of Food and Drug Administration regulation of tobacco and restrictions on cigarette advertising, the public health policy aspects of the tobacco settlement received little attention. The problem of tobacco was portrayed as one of youth smoking in 55% (64) of the articles, but as one of a deadly product in none of the articles. CONCLUSIONS: Future discussions of comprehensive tobacco policy should be driven by a more specific discussion of the precise programme and policy mechanisms by which tobacco use can be most effectively prevented and controlled. The public health community must find ways to frame the tobacco issue more broadly than simply as one of youth smoking.     

现代中国广告中的动画

动画与广告的结合在如今的信息传播中变得越来越紧密,我国现代动画与广告的结合也越来越深入,不仅为动画创作带来了丰富的可能性,也因为动画独特的艺术形式,使得广告的被接受度大大提高。本文通过对概念和历史进行整理和归纳,结合成功动画广告进行研究分析,通过对动画广告的分析与总结,吸取成功动画广告的经验,了解动画广告的艺术特点,具体探析动画广告在广告传播及社会发展中的实际功用和艺术价值。     

新闻防伪，杜绝食品“早产”

<正>“早产食品”是指不法食品生产厂家超前标注生产日期的一种现象,是生产者将食品的生产日期人为向后标注,从而“延长”食品保质期的必然结果。据媒体近期报导,国内某知名品牌的牛奶整整涉嫌“早产”20天；更有甚者,2004年9月赣州查获的一批麻辣食品,其产品合格证上标注的时间竟然是2005年