浅谈色彩意义在广告语中的运用

广告通过影响广告受众的心理诉求来达到广告目的。在广告中有着特殊重要地位的广告语也是通过这种方式发挥作用。广告心理诉求有知觉诉求、情感诉求、理性诉求三种。色彩意义在满足广告受众心理诉求方面能够发挥积极的作用。形象色彩主要可以满足人们的知觉诉求；感情色彩主要可以满足人们的情感诉求；风格色彩的作用则相对复杂一些。积极的形象色彩、正面的感情色彩和恰当的风格色彩可以提升广告语的效果。     

Using Big Data and Algorithms to Determine the Effect of Geographically Targeted Advertising on Vote Intention: Evidence From the 2012 U.S. Presidential Election

We develop a new conceptualization of political advertising effects by looking at the effect of the marginal advertising dollar during the heat of presidential campaigns. We argue that in contrast to other studies investigating effects of political ads, our approach is more apt to capture the natural environment in which political ads are encountered during a presidential campaign. We focus on the intense inundation of political ads voters are confronted with in swing states in the weeks leading up to the presidential election, and argue that it is unclear a priori whether we should expect advertising to affect vote intention in that critical circumstance. We empirically validate this hypothesis using a trove of data from the 2012 campaign: daily polling in media markets around the country, detailed data on all registered voters in the country, all TV advertisements by market and exact airtime, and the entire Twitter corpus. We find that neither overall increases in advertising spending nor partisan imbalances in spending expanded the candidates’ electorate. In fact, total Designated Market Area (DMA)-level spending significantly moderates a negative relationship between spending advantages and advantages in vote intention, suggesting a boomerang effect of additional spending late in the campaign. In closing, we discuss the ramifications of our findings for future research, and stress the importance of research tracking advertising effects.     

Notes on recent dissertations

This article assesses the nature and extent of negative advertising on the Internet in the 1996 U.S. Senate races. As a benchmark for comparison, the use of negative campaigning in other media is outlined. In the aggregate, the Internet is a medium disproportionately characterized by positive campaigning. On the other hand, the candidates with negative campaigning used it a lot. In exploring the rhetoric of negative campaigning, a theoretical distinction between superficially comparative and engagingly comparative is offered and applied to 1996 campaign sites. T he negative campaigning that does occur on the Internet is largely comparative but still falls short of engaged campaign rhetoric.     

浅析广告行业纳税评估预警值测算

纳税评估是防止虚假纳税申报的有效手段,它必须借助科学的技术手段和方法,对评估客体的各项涉税指标进行比较和分析,以其异常波动程度,作为评定纳税人申报税款是否真实、准确的参照。本文结合工作实践,针对不同的地域、经济发达程度及经营规模等具体情况,探讨相关行业纳税评估的预警问题。     

Presidential Primary Videocassettes: How Candidates in the 2000 U.S. Presidential Primary Elections Framed Their Early Campaigns

The present study uses frame analysis and in-depth interviews to explore the presidential primary campaign videocassettes of Gary Bauer, Bill Bradley, George W. Bush, Steve Forbes, Al Gore, and John McCain. While the candidates used a variety of frames, all six videos shared one frame: mass media as supplier of candidate validation. Interviews with the producers of the videos confirmed data from the frame analysis and aided in understanding how and why the frames were used. The study lends insight into how the candidates chose to shape the images that they first presented to the public.