| 香港廉政广告的策略及其启示 |
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| 引用本文： | 张增田,苏星星.香港廉政广告的策略及其启示[J].廉政文化研究,2010,1(3):55-64. |
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| 作者姓名： | 张增田 苏星星 |
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| 作者单位： | 中国科学技术大学,管理学院,安徽,合肥,230026 |
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| 摘 要： | 香港廉政广告在建设＂廉洁香港＂过程中发挥了重要作用,是香港反腐败成功经验中的重要方面。采用文本分析法,对香港廉政公署自1975～2008年之间所投放的66则电视廉政广告进行分析,可以发现香港廉政广告在诉求对象的选择、关键诉求的设计和诉求方式的运用等三方面都有策略性安排。这些经验知识对于近年来内地反腐倡廉建设过程中廉政广告手段的运用具有积极的启发价值。
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| 关 键 词： | 廉政文化建设 廉政广告 广告策略 香港 |
Strategy for Anti-corruption Advertising in Hong Kong and its Enlightenment |
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| ZHANG Zengtian,SU Xingxing.Strategy for Anti-corruption Advertising in Hong Kong and its Enlightenment[J].ANTI-CORRUPTION AND INTEGRITY CULTURE STUDIES,2010,1(3):55-64. |
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| Authors: | ZHANG Zengtian SU Xingxing |
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| Institution: | ZHANG Zengtian,SU Xingxing(Department of management,University of Science and Technology of China,HeFei 230026,Anhui,China) |
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| Abstract: | Anti-corruption advertising plays a critical role in the process of building a clean Hong Kong and becomes an important component of successful anti-corruption experience in Hong Kong.This article has collected 66 ICAC's independent TV ads from 1975 to 2008,using the method of text analysis to find the basic strategy and the strategy-based arrangement of Hong Kong's anti-corruption advertising in the choice of appeal targets,the design of appeal points and the application of appeal modes.The experience and ... |
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| Keywords: | anti-corruption construction anti-corruption advertising advertising strategy Hong Kong |
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