As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Informatio...As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.展开更多
This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,e...This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.展开更多
In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisem...In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.展开更多
Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly...Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.展开更多
This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustra...This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.展开更多
Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The adverti...Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.展开更多
In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwi...In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.展开更多
Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijing...Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijing, including the Beijing Urban Map, Beijing Subway System layout and Beijing Suburban Scenic Spots. The map also shows the exact locations of展开更多
Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijinq...Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijinq, including the Beijing Urban Map, Beijing Subway System lay- out and Beijing Suburban Scenic Spots. The map also shows the exact locations of Beijinq city scenic spots, food and entertainment venues special streets and shopping areas.展开更多
Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijing...Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijing, including the Beijing Urban Map, Beijing Subway System layout and Beijing Suburban Scenic Spots. The map also shows the exact locations of展开更多
In May,dimly lit footage posted by a dubious Russian blog,English Russia,showing a Chinese office equipped with 10,000 phones,confirmed what many in tech mediahave warned about for years:Views and rankings all overthe...In May,dimly lit footage posted by a dubious Russian blog,English Russia,showing a Chinese office equipped with 10,000 phones,confirmed what many in tech mediahave warned about for years:Views and rankings all overthe internet are being manipulated by'click farms.'The high ratings of many apps on Android展开更多
In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers p...In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers pay-per-view prices and advertising,while the free-to-air platforms can only obtain all incomes from advertising.We discuss and compare advertising intensities and program content provisions of the two competing media platforms.Our findings show that if the extent to which viewers dislike advertising(the nuisance for advertising)is more massive than the marginal benefit that advertisers receive from an additional viewer,the pay-tv stations tend to maximally differentiate their program content and charge the viewers higher pay-per-view prices.If the nuisance approaches to the marginal benefit,however,both stations should offer similar program content,and charge the viewers lower prices under certain conditions.Particularly,if both platforms provide duplicated content,they should subsidize the viewers.In contrast,we show that the free-to-air media platforms never duplicate program content with a positive nuisance for advertising,and tend to offer maximal differentiated content if the nuisance is sufficiently large.Moreover,we reveal that if the viewers greatly dislike advertising(care less about advertising),the advertising volume of the pay-tv platforms is lower(higher)than that of the free-to-air platforms.Finally,we extend our base model to the case in which a pay-tv platform competes against a free-to-air station,and numerically show that the profit of the pay-tv platform may be larger or smaller than that of the free-to-air station.展开更多
Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behav...Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behavior, and potential influences from advertisement type, in-vehicle distraction, and country factors (reflecting culture and environment). A standardized questionnaire was administered in Jordan and Kuwait, complemented by observations across three segment types: roadside advertisements, commercial signs, and road signs as control segments. Descriptive and inferential statistics were used. Results indicated a significant disparity in distraction perception between the two groups. Advertisement presence influenced Kuwaiti but not Jordanian behavior. Behavior varied by advertisement type in Jordan, not Kuwait, and in-vehicle distraction did not impact driver behavior. The study suggests explicitly revising advertising policies with a traffic safety focus. Overall, the study contributes insights into road user perceptions and behaviors, highlighting the complex interplay of distractions and advertising on road safety. Further research is required to validate these findings and shape road safety regulations.展开更多
As the development of internet and different social media platform, the advertising has also changed a lot. In traditional media, the advertising producer is professional, the advertising communication channel is simp...As the development of internet and different social media platform, the advertising has also changed a lot. In traditional media, the advertising producer is professional, the advertising communication channel is simple. However, as a lot of media platform such as TikTok, QQ, WeChat and Little Red book widely used, the advertising form has become more pluralistic, the advertising content producer are not only by professional companies but also by influencers. Thus the content is becoming diversified. The advertising is entering people’s daily life as a fragmented, concealed, more entertaining way. The communication affect is gaining more widespread and effective.展开更多
Teaching reform is an important work indispensable for the long-term development of the open university,and it is also the development trend of the advertising art design major in open education to keep up with the ne...Teaching reform is an important work indispensable for the long-term development of the open university,and it is also the development trend of the advertising art design major in open education to keep up with the new media era.Based on the current situation of advertising art design major in open education,this paper analyzes the necessity of implementing the online and offline mixed teaching reform in this major,and puts forward the specific teaching reform measures in three aspects.展开更多
We recorded and described the calls and acoustic characteristics of the male tiger frog,Hoplobatrachus rugulosus,in an artificial pond during mating season.Spectral and temporal call parameters,along with call intensi...We recorded and described the calls and acoustic characteristics of the male tiger frog,Hoplobatrachus rugulosus,in an artificial pond during mating season.Spectral and temporal call parameters,along with call intensity were analyzed.Three harmonics were distinguishable from the spectrogram.Four patterns of dominant frequency were found in calls produced late at night,i.e,3 patterns in the first harmonic（located in 500 Hz section,700 Hz section,and 800 Hz section respectively） and 1 in the second harmonic（located in 1 800 Hz section）.Call duration,call duty cycle,call intensity,and pulse rate were highly variable among different patterns of dominant frequency.These call properties could provide valuable evidence for further ecological study of this species.展开更多
A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period,...A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.展开更多
To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption f...To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are constructed.First, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.展开更多
Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing a...Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.展开更多
基金supported by the Key R&D Program of Anhui Province in 2020 under Grant No.202004a05020078China Environment for Network Innovations(CENI)under Grant No.2016-000052-73-01-000515.
文摘As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.
文摘This research examines the characteristics of multimodal metaphors utilized by German advertisers in their commercial designs.Commercial advertisements inherently incorporate a diverse array of communicative symbols,encompassing textual,visual,and auditory elements,which collaboratively function to construct metaphoric representations.Consequently,these advertisements are characterized by a rich presence of multimodal metaphors,strategically crafted to leave a lasting impression on viewers and to stimulate the purchasing intentions of targeted demographics.Employing a cognitive linguistics framework,this paper conducts a comparative analysis of the multimodal metaphors present in three exemplary German commercials:K-fee,Coca-Cola Zero,and Pure Milk.The findings illuminate the effective deployment of multimodal strategies in enhancing message transmission and fostering consumer engagement within the advertising landscape.
文摘In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.
文摘Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.
文摘This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.
文摘Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.
文摘In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.
文摘Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijing, including the Beijing Urban Map, Beijing Subway System layout and Beijing Suburban Scenic Spots. The map also shows the exact locations of
文摘Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijinq, including the Beijing Urban Map, Beijing Subway System lay- out and Beijing Suburban Scenic Spots. The map also shows the exact locations of Beijinq city scenic spots, food and entertainment venues special streets and shopping areas.
文摘Beijing Tourist Map (Chinese and English) A handy guide to getting around the city, the content of Beijing Tourist Map is regularly updated. Information will be in line with changes to public transportation in Beijing, including the Beijing Urban Map, Beijing Subway System layout and Beijing Suburban Scenic Spots. The map also shows the exact locations of
文摘In May,dimly lit footage posted by a dubious Russian blog,English Russia,showing a Chinese office equipped with 10,000 phones,confirmed what many in tech mediahave warned about for years:Views and rankings all overthe internet are being manipulated by'click farms.'The high ratings of many apps on Android
基金The authors thank the editor(s)and two anonymous referees for their comments and suggestions,which are very helpful to improve the quality of the paper.Rui Houis the corresponding author.This paper has been supported by the National Natural Science Foundation of China under Grant Nos.G71571052 and G71520107001and Guangdong Natural Science Foundation under Grant No.2016A030313691and Guangdong Planning Project of Philosophy and Social Science under Grant No.GD19YGL05.
文摘In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers pay-per-view prices and advertising,while the free-to-air platforms can only obtain all incomes from advertising.We discuss and compare advertising intensities and program content provisions of the two competing media platforms.Our findings show that if the extent to which viewers dislike advertising(the nuisance for advertising)is more massive than the marginal benefit that advertisers receive from an additional viewer,the pay-tv stations tend to maximally differentiate their program content and charge the viewers higher pay-per-view prices.If the nuisance approaches to the marginal benefit,however,both stations should offer similar program content,and charge the viewers lower prices under certain conditions.Particularly,if both platforms provide duplicated content,they should subsidize the viewers.In contrast,we show that the free-to-air media platforms never duplicate program content with a positive nuisance for advertising,and tend to offer maximal differentiated content if the nuisance is sufficiently large.Moreover,we reveal that if the viewers greatly dislike advertising(care less about advertising),the advertising volume of the pay-tv platforms is lower(higher)than that of the free-to-air platforms.Finally,we extend our base model to the case in which a pay-tv platform competes against a free-to-air station,and numerically show that the profit of the pay-tv platform may be larger or smaller than that of the free-to-air station.
文摘Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behavior, and potential influences from advertisement type, in-vehicle distraction, and country factors (reflecting culture and environment). A standardized questionnaire was administered in Jordan and Kuwait, complemented by observations across three segment types: roadside advertisements, commercial signs, and road signs as control segments. Descriptive and inferential statistics were used. Results indicated a significant disparity in distraction perception between the two groups. Advertisement presence influenced Kuwaiti but not Jordanian behavior. Behavior varied by advertisement type in Jordan, not Kuwait, and in-vehicle distraction did not impact driver behavior. The study suggests explicitly revising advertising policies with a traffic safety focus. Overall, the study contributes insights into road user perceptions and behaviors, highlighting the complex interplay of distractions and advertising on road safety. Further research is required to validate these findings and shape road safety regulations.
文摘As the development of internet and different social media platform, the advertising has also changed a lot. In traditional media, the advertising producer is professional, the advertising communication channel is simple. However, as a lot of media platform such as TikTok, QQ, WeChat and Little Red book widely used, the advertising form has become more pluralistic, the advertising content producer are not only by professional companies but also by influencers. Thus the content is becoming diversified. The advertising is entering people’s daily life as a fragmented, concealed, more entertaining way. The communication affect is gaining more widespread and effective.
基金Ningbo Open University 2023 university-level teaching reform project“Exploration and Practice of Online and Offline Mixed Teaching Reform in Advertising Art Design Major”(Project number:JG23-005)。
文摘Teaching reform is an important work indispensable for the long-term development of the open university,and it is also the development trend of the advertising art design major in open education to keep up with the new media era.Based on the current situation of advertising art design major in open education,this paper analyzes the necessity of implementing the online and offline mixed teaching reform in this major,and puts forward the specific teaching reform measures in three aspects.
基金National Natural Science Foundation of China(30770310,30970435)Zhejiang Provincial Natural Science Foundation of China(Y307453)
文摘We recorded and described the calls and acoustic characteristics of the male tiger frog,Hoplobatrachus rugulosus,in an artificial pond during mating season.Spectral and temporal call parameters,along with call intensity were analyzed.Three harmonics were distinguishable from the spectrogram.Four patterns of dominant frequency were found in calls produced late at night,i.e,3 patterns in the first harmonic（located in 500 Hz section,700 Hz section,and 800 Hz section respectively） and 1 in the second harmonic（located in 1 800 Hz section）.Call duration,call duty cycle,call intensity,and pulse rate were highly variable among different patterns of dominant frequency.These call properties could provide valuable evidence for further ecological study of this species.
基金The National Natural Science Foundation of China(No.71071033)the Research and Innovation Project for College Graduates of Jiangsu Province(No.CXZZ-0186)
文摘A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.
基金The National Natural Science Foundation of China(No.71371050)the Fundamental Research Funds for the Central Universities(No.3214005308)
文摘To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are constructed.First, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.
文摘Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.
