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关键词： 服装品牌   广告设计   社会生产力   传播模式   产品营销   品牌价值   应用能力   经济布局  

摘要： 随着社会生产力的进一步发展,服装产业的经济布局传播和推广到了更远的区域,为有效增强服装产品营销和传播的效果,扩大生产经营效益,服装品牌的管理运营应运而生。为更好地展现服装企业的品牌价值、审美文化、生产定位、产品消费群等内容,服装品牌的广告设计需要从服装品牌的功能、价值、内涵、美学形式、受众偏好等多方面来进行综合考量。《服装品牌广告设计》以服装品牌的广告设计与实践为主体内容,综合了服装品牌广告设计在设计理念、传播模式、形式美学等方面的应用实践,着力挖掘学生在服装品牌广告设计中的创意思维,全面提升学生的实践应用能力。

关键词： Integrated advertising   Interactive advertising   Personal data sharing   Memory   Brand attitude  

摘要： Contemporary online advertising is characterized by the integration of advertising in other content and brand interactivity. Integrated advertising embeds a persuasive message into informative or entertaining content. Brand interactivity refers to interactions consumers have with brands in advertising messages. A two (integration vs. no integration) x two (brand interactivity vs. no brand interactivity) between subjects experiment (n = 576) examines the effect of online advertising's brand interactivity and its integration in other content on young teenagers' (11-14 years) brand memory, awareness of selling intent, critical processing, brand attitude, and their personal information sharing. Brand interactivity has a positive effect on memory, awareness of selling intent, brand attitude and personal information sharing. Integration of advertising in other content has a negative effect on memory, but has no effect on awareness of selling intent, brand attitude and personal information sharing. Surprisingly, awareness of selling intent leads to less critical processing. The main contribution of the study is that it disentangles the effects of brand interactivity and message integration in contemporary advertising formats, and suggests adaptations to well-known theories, such as the Affect Transfer Mechanism and the Persuasion Knowledge Model, in the context of young teenagers' responses to these formats.

关键词： Multi-product supply chain coordination   Advertisement   Luxury fashion products   Different brand tiers   Risk attitudes   Market share  

摘要： Advertisement is critical in luxury fashion supply chains. In this paper, we analytically explore the optimal advertisement budget allocation strategy and coordination challenge when there are multiple brand-tier products in the market. In the basic model, we focus our analyses with respect to different risk attitudes that the luxury fashion brand takes and the coordination mechanisms. We show that irrespective of risk attitudes of the luxury fashion brand, the optimal advertisement strategy is a polarized strategy. We derive the coordination mechanisms to overcome the double marginalization effect for each risk attitude case. In the extended model, with the market share considerations, the optimal advertisement strategy is derived and is shown to be no longer polarized in general.

关键词： consumer engagement   consumer sentiment   Influencer marketing   text analysis   topic modeling  

摘要： Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- versus brand-promoted ads (i.e., influencer-generated ads and brands’ reposting/featuring of influencer ads), can affect consumer engagement, consumer sentiment, and topics of comments differently. Results of text analysis show that influencer-promoted ads enjoy significantly higher engagement in terms of consumer liking and commenting than that of brand-promoted ads among apparel brands on Instagram. Consumers express a significantly higher percentage of negative sentiment and a lower percentage of positive sentiment in their comments on brand-promoted ads than on influencer-promoted ads. Consumers demonstrate cultlike appreciation for influencers’ product sharing and show high involvement in the advertised products in influencer-promoted ads. Nonetheless, brand-promoted ads also positively affect consumers’ interests in the online stores and/or the advertised products. © 2019, © 2019 American Academy of Advertising.

关键词： 体育赛事   品牌赞助   广告传播   符号学  

摘要： 通过对体育赛事中赞助广告的传播内容分析,提出体育赛事与品牌赞助有机结合的有效途径,并探讨了社会文化学派理论在广告传播中的策略应用。研究表明,运用符号隐喻、语音歧义、广告语等策略,能达到较好的广告传播效果,实现体育赛事与品牌宣传双赢的目的。

关键词： 品牌广告   广告定位   情感化   思考与建议  

摘要： 品牌广告是企业推广自身品牌的必要营销手段。在品牌广告中融入情感化设计,可以增加消费者对于品牌的亲近感与信赖感,从而激发购买力。针对目前广告市场存在的问题,提出广告设计要把消费者的需求放在第一位,准确定位、提高产品的信誉度,凸显产品特点等建议。

关键词： 广告宣传   桑蚕茧   宜州   拍摄   开机   品牌   宣传片   生态产业  

摘要： 2019年8月28日至8月29日,由广西艺术学院王廷飞副教授带领的24人摄制组负责的宜州桑蚕茧农产品区域公用品牌广告宣传短片在宜州开机拍摄。摄制组在河池市宜州区农业农村局相关领导和工作人员的配合下,先后到宜州区广西嘉联丝绸股份有限公司、德胜镇上坪村刘三姐桑蚕高效生态产业(核心)示范区进行实地拍摄,通过对丝绸企业蚕茧收购站、选茧缫丝车间、宜州大面积桑园、普通农户桑园捡叶、省力化轨道车喂蚕、摘茧、刘三姐故乡原生态环境景色拍摄,展示宜州桑蚕茧产业的蓬勃发展,表现出东桑西移在宜州的发展壮大,成为中国桑蚕产业发展的一个典范。

关键词： 中国社会科学院   同行评审   Scopus   程恩富教授   ISSN   EBSCO   科学网   政治经济学  

摘要： 《World Review of Political Economy(世界政治经济学评论)》[ISSN:2042-891X]是由中国社会科学院马克思主义研究院和世界政治经济学学会共同主办、英国著名左翼出版社普鲁托(Pluto)出版社出版、全球公开发行、世界著名数据库JSTOR、EBSCO收录、同行评审的英文季刊。世界著名经济学家(中国)程恩富教授、(美国)大卫·科茨教授、(日本)大西广教授、(法国)迪劳内教授分别担任主编和副主编,目前编委会由来自17个国家的23名经济学家组成。该期刊目前已经被Scopus和科学网(Web of Science)的ESCI索引收录。

关键词： 社会化媒体   消费者生成广告   品牌建设   影响  

摘要： 在当今的社会化媒体背景的下产生了一种以消费者生成的广告的品牌建设新形式,这对于传统的品牌的营销的方式和思维来讲,带来了一种新的冲击,本篇论文主要对当前社会化媒体的环境下一消费者进行生成的广告作为主要的研究对象进行分析,探讨当前消费者生成广告的主要的类型,以社会化的媒体作为出发点,探究消费者生成的广告的动机,并对其特征进行深入的树立,并对其在品牌建设中的影响进行深入的探索。