英文数据库,全文检索 文档

中文关键词为：公益广告，商业元素

英文关键词为：PSAs Commercial elements Business Elements

3、选择检索工具：Elsevier 数据库，Springer数据库，EBSCO(BSP/ASP)数据库。 4、构建检索策略：Commercial elements and the public service ads 5、简述检索过程: ①，选定在 Elsevier 中期刊、图书、文摘数据库等全部文献资源中检索 2000 年以后的关于公益广告中的商业元素的文献

利用确定的检索策略（Commercial elements and the public service ads ），文献全文（含文献题目、摘要、关键词）中检索，检到184 篇相关文献。 ②，选定在 Springer 中期刊、图书、文摘数据库等全部文献资源中检索 2000 年以后的关于公益广告中的商业元素的文献

利用确定的检索策略（Commercial elements and the public service ads ），文献全文（含文献题目、摘要、关键词）中检索，检到64篇相关文献。 ③，选定在 EBSCO(BSP/ASP)中期刊、图书、文摘数据库等全部文献资源中检索 2000 年以后的关于公益广告中的商业元素的文献

利用确定的检索策略（Commercial elements and the public service ads

），文献全文（含文献题目、摘要、关键词）中检索，检到381篇相关文献。 6、整理检索结果：

从以上文献中选择出3 条切题文献

①、Constructing female identities through feminine hygiene TV commercials Ma Milagros Del Saz-Rubioa, , and Barry Pennock-Speckb, [Author vitae] a

Universidad Politécnica de Valencia, Camino de Vera s/n 46022, Valencia, Spain b

Universitat de València, Avenida Blasco Ibáñez 32, 46010, València, Spain Received 9 July 2008; revised 10 January 2009; accepted 18 April 2009.

Available online 3 June 2009.

In this paper we report the results of a qualitative multimodal analysis of a corpus of Spanish and British TV ads featuring female hygiene products such as tampons, liners and sanitary towels/pads. We contend that advertisers of menstruation-related products employ a wide range of strategies to convey both overt information about the products advertised, as well as to – and more importantly – indirectly transmit stereotypical beliefs of women which inevitably helps reproduce and sometimes perpetuate a gender-biased type of discourse (Holmes and Marra, 2005). Crook's (2004) distinction between the product-claim and the reward dimension in ads has been taken as the starting point for our analysis. Within the product-claim dimension we have focused on what information is transmitted through the application of some of Brown and Levinson's (1987) generic positive and off-record politeness strategies. On the other hand, within the reward dimension attention is shifted to how information surfaces the language in an indirect fashion through attention to different format types, visual imagery, voices and music. Results indicate that ads either tend

to focus on the product, its advantages and practicality as the solution to women's worries during menstruation, something that brings the negative aspects of this biological activity to prominence; whereas a second group of ads is constructed as a celebration of womanhood and the creation of a certain female identity whereby women are endowed with their ability to break with old myths and taboos.

Keywords: TV commercials; Multimodality; Positive politeness; Off-record politeness; Product-claim dimension; Reward dimension

Corresponding author at: Escuela Técnica Superior de Ingenieros Agrónomos, Dpto de Lingüística Aplicada, Universidad Politécnica de Valencia, Camino de Vera s/n 46022, Valencia, Spain. Tel.: +34 96 3877531; fax: +34 96 3877539. Vitae

Ma Milagros del Saz Rubio is a lecturer in English language and discourse analysis at the Universidad Politécnica of Valencia. Her principal research interests are in the fields of pragmatics and discourse analysis where she has published a book on reformulation markers. Her current interests lie in the study of the genre of TV advertising from a multimodal perspective.Barry Pennock-Speck is a lecturer in English language and linguistics at the Universitat de València, Spain. His main research interests centre on discourse analysis and phonology, especially contrastive phonology. Recently he has been carrying out research on the paralinguistic functions of voice in the media.

②，Accounting as the Documentary Proof of Good Corporate Governance Abstract

According to Friedrich Carl von Savigny, the corporation is a mere fiction of law.1 As a separate legal person the corporation (company) is ‗invisible, intangible, and existing only in contemplation of law‘ (John C. Marshall).2 That is the case worldwide. No one ever has seen, for example, the ‗DaimlerChrysler AG‘, the ‗BHP Billiton Corp.‘ or the ‗Vodafone plc‘. Thus, corporate governance and the law associated with corporate governance deal with an ‗artificial being‘. So, how can we deal with something ‗invisible‘?

For the reader‘s convenience, we have included English translations of some of the European provisions — see Appendix, ―English Translations of Some European Provisions‖ for Purposes of Chapter 7‖ at 257–273. Fulltext Preview

③，What are the search elements I can use to obtain additional results when using widgets?

Use any of the following search elements to obtain additional widget results on the result list or detailed record:ep.Search Term — (search term)ep.author — (author)ep.ISBN — (International Standard Book number)ep.OCLC — (Online Com...Read More

Last Updated: December 2010 | Document Type: FAQ

7、全文摘录 一、篇名

①Constructing female identities through feminine hygiene TV commercials ②Accounting as the Documentary Proof of Good Corporate Governance ③CHAPTER 10 - Managing Sales: An Insider's View

二、著者：

①Ma Milagros Del Saz-Rubioa ② Claus Luttermann

③ Huang, Jiun-Long1 jlhuang@cs.nctu.edu.tw Huang, Jen-He1 jenho@cs.nctu.edu.tw. 三、著者机构

①Universidad Politécnica de Valencia, Camino de Vera s/n 46022, Valencia, Spain b

Universitat de València, Avenida Blasco Ibáñez 32, 46010, València, Spain Received 9 July 2008; revised 10 January 2009; accepted 18 April 2009.

Available online 3 June 2009. ②Springer Berlin Heidelberg

③General Manager for KVBC TV 3—Las Vegas, Nevada 四、文摘 Abstract

①，In this paper we report the results of a qualitative multimodal analysis of a corpus of Spanish and British TV ads featuring female hygiene products such as tampons, liners and sanitary towels/pads. We contend that advertisers of menstruation-related products employ a wide range of strategies to convey both overt information about the products advertised, as well as to – and more importantly – indirectly transmit stereotypical beliefs of women which inevitably helps reproduce and sometimes perpetuate a gender-biased type of discourse (Holmes and Marra, 2005). Crook's (2004) distinction between the product-claim and the reward dimension in ads has been taken as the starting point for our analysis. Within the product-claim dimension we have focused on what information is transmitted through the application of some of Brown and Levinson's (1987) generic positive and off-record politeness strategies. On the other hand, within the reward dimension attention is shifted to how information surfaces the language in an indirect fashion through attention to different format types, visual imagery, voices and music. Results indicate that ads either tend to focus on the product, its advantages and practicality as the solution to women's worries during menstruation, something that brings the negative aspects of this biological activity to prominence; whereas a second group of ads is constructed as a celebration of womanhood and the creation of a certain female identity whereby women are endowed with their ability to break with old myths and taboos.

②According to Friedrich Carl von Savigny, the corporation is a mere fiction of law.1 As a separate legal person the corporation (company) is ‗invisible, intangible, and existing only in contemplation of law‘ (John C. Marshall).2 That is the case worldwide. No one ever has seen, for example, the ‗DaimlerChrysler AG‘, the ‗BHP

Billiton Corp.‘ or the ‗Vodafone plc‘. Thus, corporate governance and the law associated with corporate governance deal with an ‗artificial being‘. So, how can we deal with something ‗invisible‘?

For the reader‘s convenience, we have included English translations of some of the European provisions — see Appendix, ―English Translations of Some European Provisions‖ for Purposes of Chapter 7‖ at 257–273. Fulltext Preview ③，It is difficult to produce a television documentary that is both incisive and probing when every twelve minutes one is interrupted by twelve dancing rabbits singing about toilet paper. Rod Serling

五、关键词 Keywords ：

①，Constructing female TV ads advantages and practicality

②，Law Commercial Law International, Foreign and Comparative Law Management

③，Data broadcast Dependent data Mobile computing Ordered queries. 六、正文Introduction

①.（首段）In this paper we report the results of a qualitative multimodal analysis of a corpus of Spanish and British TV ads featuring female hygiene products such as tampons, liners and sanitary towels/pads. We contend that advertisers of menstruation-related products employ a wide range of strategies to convey both overt information about the products advertised, (末段）On the other hand, within the reward dimension attention is shifted to how information surfaces the language in an indirect fashion through attention to different format types, visual imagery, voices and music. Results indicate that ads either tend to focus on the product, its advantages and practicality as the solution to women's worries during menstruation, something that brings the negative aspects of this biological activity to prominence; whereas a second group of ads is constructed as a celebration of womanhood and the creation of a certain female identity whereby women are endowed with their ability to break with old myths and taboos. ②，首段An ever growing body of literature has discussed various aspects of the entry of ten new Member States into the European Union (EU) as of May 1, 2004. Eight out often new members are situated in continental Eastern Europe, which is where we find two more candidates for EU membership willing to enter as of January 1, 2007. Both Romania and Bulgaria are trying to meet the various requirements of EU membership with great efforts. Scholars in the fields of economics and business administration have begun to analyse the emerging markets in Eastern Europe very early on. Their focus lies on broader macroeconomic analyses and on strategic management issues. With few exceptions, the dynamic legal framework of business activity in Eastern Europe in general and that of financial accounting in particular have been neglected in the literary discussion so far.

末段The authors are grateful for the help of Ms Dipl.-Kffr. Corinna Boecker and Ms

Dipl.-Kffr. Ulrike Dürr. This paper has benefited from discussions with them and their comments on an earlier draft. We would also like to thank Ms Anna Wojtowicz, National Bank of Poland, Warsaw, for her research efforts and many helpful comments.

③，首段：In attempting to understand socially significant political issues and problems, political scientists and other policymakers have made heavy use of psychological models of the citizen. Instead of drawing such models from psychology, however, their efforts have utilized the psychological models of the citizen suggested by economic theory. As a result, the potential effects of citizens' concerns with distributive and procedural fairness—factors typically excluded from economic theories—have been ignored in studying the political evaluations and behaviors of citizens. This article has two goals (a) to show that political evaluations and behaviors are influenced by justice-based concerns and (b) to indicate how that finding suggests a need to broaden our image of the psychology of the citizen to include the influence of citizens' concerns about fairness.

末段：This study examines the effect of positive and negative affirmative disclosures on the evaluation of the lawyer in a print ad for legal services. The results indicate a positivity bias for ability-related judgments when positively stated disclosures are presented, and a negativity bias for ethics related judgments when negatively stated disclosures are presented. These results are discussed for both the practical implications on affirmative disclosures and the public policy implications of mandated disclosures in advertising of legal services 七、参考文献 References

①，Woodland et al., 1998. P.C. Woodland, T. Hain, S.E. Johnson, T.R. Niesler, A. Tuerk, E.W.D. Whittaker and S.J. Young , The 1997 HTK broadcast news transcription system. In: Proc. 1998 DARPA Broadcast News Transcription and Understanding Workshop, Lansdowne (1998), pp. 41–48.

Wegmann et al., 1998. S. Wegmann, F. Scattone, I. Carp, L. Gillick, R. Roth and J. Yamron , Dragon Systems 1997 broadcast news transcription system. In: Proc. 1998 DARPA Broadcast News Transcription and Understanding Workshop, Lansdowne (1998), pp. 60–65.

Hain et al., 1999. T. Hain, P.C. Woodland, T.R. Niesler and E.W.D. Whittaker , The 1998 HTK system for transcription of conversational telephone speech. In: Proc. ICASSP 99, Phoenix (1999), pp. 57–60

②、Business Administration, in particular Organisation, Human Resource Management and Information Management at Saarland University Germany Institute of Management Competence of the Europa-Institut at Saarland University Germany Business Administration, in particular Foreign Trade and International Management at Saarland University Germany

Institute for Commerce & International Marketing of the Europa-Institut at Saarland University Germany

③、• A New Approach to Selling Media• Generating New Business

• Cold Calls • Prospecting • The 1st Appointment • Making a Good First Impression • Establishing Rapport • Customer Needs Analysis

• Presenting Information on the Media Company • Setting the Second Appointment • The Final Step

• Preparing for the Closing Call