广告语言变异及语用目的分析

语言的使用是语言使用者不断作出语言选择的过程。语言交际中语言变异现象十分普遍,它既是一种特殊的语言现象,更是一种交际策略。广告语言是最不“规范”的语言。语言变异是广告语言的主要特点之一。本文从语音变异、词汇变异、句法变异、语义变异、书写变异等五个方面探讨了广告语言变异的袁现形式及其语用目的。     

虚假广告代言人法律责任研究

《食品安全法》首次在法律中明确规定了虚假广告代言人个人的法律责任,填补了食品广告领域代言人法律责任的立法空白。虚假广告代言人是广告法律关系中一个独立的主体,当代言产品造成消费者权益损害时,应当承担相应的民事责任。但承担民事责任应当具备一定的条件,而且承担补充责任更为公平,同时虚假广告代言人还应当承担行政责任。     

Negative Campaigning in Party-Controlled Communication Channels: Party Communication Strategies in Campaign Posters,Newspaper Advertisement,and Press Releases during the 2008 Austrian National Election Campaign

Politicians and people professionally involved in politics agree that negative campaigning is a frequently used campaign communication strategy by Austrian political parties. Yet, there is no empirical investigation of such claims. The present study examines party-controlled communication channels to identify the use of negative messaging strategies from a political actor's perspective. The data for this study come from a 6-week content analysis of campaign posters, newspaper advertisement and press releases of the 2008 Austrian National Elections. I examine the degree, source, target, and type of negativity. Results show that there are great differences in the degree and type of negativity between the three communication channels. Whereas in press releases all Austrian parties constantly engaged in going negative, campaign posters hardly contained any negative message. To a great extent negative campaign tactics are adjusted depending to whom the message is addressed to in the first place, the voter or the media. Concerning the source and target of negative appeals, results show that in particular, parties sitting in opposition employ negative campaigning. Yet, they are hardly ever the target of negative messages.     

商业社会中规则的意义变迁——以《中华人民共和国广告法》第三、四条为例

《中华人民共和国广告法》第三条以及第四条的规定与我们对广告的日常理解及期待之间有很大的距离。以对中国广告制作模式逻辑变迁的认知为基础,我们发现步入现代商业社会以来藉由广告所传达的信息其实并不在广告的内容中,而简单的在于广告的存在与昂贵中。当民众基于广告中的不完全信息作出购买决定时,所采取的即是信任广告商及生产者的策略,"熟人社会"、熟悉及关系的连续性对这种信任提供了保障。"真实性"原则的含义也因此悄悄发生了变化——"真实"变成了"适度夸张",由于普通消费者的不在意、其它同行、行政管理部门的默许,"适度夸张"已然成为广告行业的"民间法"。不完全信息使此类民间法广泛存在于现代法律及法律实践中。     

“HEALTHFUL GOODS”: HEALTH,HYGIENE, AND COMMERCIAL CULTURE IN EARLY TWENTIETH-CENTURY SHANGHAI

Abstract

This article examines the development of Shanghai’s household-chemical industry, which produced and sold soap, toothpowder, and toothpaste, and other personal hygiene items, and discusses how the ideas of health and hygiene became an integral part of the city’s commercial culture in the early twentieth century. Through various commercial strategies, Shanghai’s businessmen promoted their commodities and hygiene practices simultaneously. They also actively participated in mass movements organized by the Nationalist state, since such movements provided a marketing opportunity for them. This article argues that precisely because they were doing business, Shanghai’s small entrepreneurs successfully connected personal hygiene, national strength, and the act of buying.     

刑事悬赏广告研究

我国法律没有关于悬赏广告的明文规定 ,理论界的研究也多针对民商事悬赏广告。我国刑事悬赏广告的法律性质应定位为职责性单独行为 ,广告人只能是司法机关 ,悬赏金的支付应区别对待。     

论民国时期书画润例语言形式的广告价值

民国时期,书画润例是众多广告中较为特殊的一种,其制定者及消费者在对传统书画文化认同方面的默契,使处于语言大变革时期的润例的语言形式依然保持着“古雅”的韵味。这一现象表明,作为书画广告的润例因书画这一特殊商品与传统文化之间天然的、紧密的联系,从而能够保持古色古香的韵味而少受时代变迁的影响。研究民国时期润例的语言形式,对于现今广告制作的语言运用亦有一定的参考价值。     

俄联邦公开悬赏允诺之研究

在现代社会,以悬赏方式追求某种结果或者寻找遗失物品的现象非常普遍,因悬赏广告而产生的关系也是一种重要的社会关系,它涉及悬赏广告发布人和响应人之间权利义务的确定.<俄罗斯联邦民法典>对公开悬赏允诺作出了明确的规定,并将其作为一种与合同、不当得利、侵权行为等并列的债的发生根据进行规定,这种做法颇值我国民事立法借鉴.通过对俄联邦民事立法关于悬赏允诺的介绍,使我们在了解俄联邦民事立法规定的同时对其立法进行吸收和借鉴.     

虚假广告的认定及其治理

市场经济离不开广告,然而,虚假广告的大量出现,不但损害了消费者和同行竞争者的利益,而且扰乱了市场经济秩序.究其原因,主要是我国现有法律制度的不健全、经济利益的驱动和其他方面的原因.为了严厉打击虚假广告,维护消费者权益,规范市场经济秩序,应该完善立法和执法工作,加强惩处力度,发挥教育和监督的功能,坚持预防与治理双管齐下,从而有效遏制虚假广告.     

中国传统文化对现代广告的影响

中国历史悠久的民族传统文化为现代广告文化提供了取之不尽、用之不竭的资源，现代广告从传统文化中汲取营养，寻求与消费者产生感情交流的共鸣点。