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北京地区市民报纸房地产广告图片主导性文化价值的转变——以《北京晚报》为例 被引量:3

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摘要 改革开放以来的社会转型,导致大众价值观念的转型;这种转变反映在房地产广告图片成分中,就是广告中一些视觉符号的出现与发展变化,表征着大众对房地产这一消费对象价值关注点的转移。北京地区市民报(以《北京晚报》为例)房地产广告图片体现的主导性文化价值自1995年到2003年逐渐趋于多元化;同时,总体上,实用性价值不再占据主导地位,象征性价值成为房地产广告图片中体现的主要价值类别。
作者 冯丙奇
出处 《现代传播(中国传媒大学学报)》 CSSCI 北大核心 2006年第2期107-109,共3页 Modern Communication(Journal of Communication University of China)
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参考文献7

  • 1Messaris, Paul.Visual Persuasion: The Role of Images in Advertising.Sage. 1997.
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同被引文献26

  • 1冯捷蕴.中国大陆的文化价值观:以2004年网络广告内容分析为例[J].现代传播(北京广播学院学报),2004(5):88-92. 被引量:22
  • 2曹颖,王琨,秦燕.感性消费广告诉求策略[J].合作经济与科技,2006(03S):10-11. 被引量:9
  • 3方英.从广告看住房消费观念的变化——对《广州日报》房地产广告的内容分析[J].经济师,2006(4):48-49. 被引量:5
  • 4俞斌,金伟刚.《人均GDP一万美元意味什么?》,载《今日早报》,2003-01-16.
  • 5Srikandath, Sivaram, "Cultural Values Depicted in India Television Advertising", Gazette (1991), 48 (3): 165--76.
  • 6Rokeach, Milton, The Nature of Human Values. New York: Free Press, 1973, p. 5.
  • 7Tse, DavidK., Russel Belk and Zhou Nan, "Becoming a Consumer Society". 7ounral of Consumer Research (1989), 15(4) :457--72.
  • 8Ramaprasad .Jyotika, Wu Lei and Gao Dandan, "A Conceptual Framework for Understanding the Content of Advertising--Its Application to the Specific Case of Chinese Television Commercials", Asian Journal of Communication (1995), 5 (1):88--109.
  • 9Cheng H., "Reflections of cultural values: A content analysis of Chinese magazine advertisements from 1982-1992" , International Journal of Advertising (1994), 13 (2), 167-183.
  • 10Hong Cheng, John C. Schweitzer, "Cultural values reflected in Chinese and U.S. television commercials" , Journal of Advertising Research, May/Jun96, Vol. 36 Issue 3, p34.

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