|
论文题目：英国留学生论文翻译
论文语种：英文
写作报酬：350
您的研究方向：媒体
是否有数据处理要求：否
您的国家：英国
您的学校背景：
要求字数：1729
论文用途：预科毕业论文
1.3.1 Magazine Advertisement (AD)
The magazine is a publication with a bookbinding and weak timeliness feature, which provides the depth-in report for the reader. The main content of magazine includes the comment feedback, the event interpretation and publicity and advocacy. The magazine is characterized with the clear definition of readers, specific segment, pattern consistency and regular publication, which is one of more important visual media. Referring to the content, the magazine can be divided into comprehensive, speciality and life one. Referring to the publishing term, it can be defined as the weekly, semimonthly, monthly, bimonthly, quarterly magazine and yearly report. Referring to the publication scope, it can be classified the international, national and local magazine.
The advantages of magazine advertisements are as follows:
一、the timeliness of magazine advertisements is long with a high reading efficiency. Besides, it is very easy for the reader to keep the magazine.
二、the magazine is characterized with a large circulation volume and huge reader coverage. If the goods or services are sold in the national scope, it is an extreme advantage to issue the AD in the magazine.
三、the magazine advertisement can show finely the color and quality of commodity by an orderly and intergrate edit and good printing.
四、there is no limitation for the advertisement quantity in the magazine, which can be printed in the cover page, inside page and insertion . besides, the AD buyer can freely choose the page and location with the full AD skill.
五、because the professional journal has the fixed readers, the AD can bring a big effect in a special industry. At present, the speciality tendency of magazine has been developed fast such as medicine, popular science and all kinds of magazines on the special technology, the reader scope of which are the fixed social class or groups. Therefore, for the commodity for special consumers, it is very typical to issue the AD in the professional journal. In this way, the AD waste can be eliminated with an easy understanding of consumers and profound effect.
Up to now, the main AD Modes of domestic magazines are as follows:
一、 Commercial Advertisement
The commercial AD, the most common form, also has been used frequently. That is to say, the magazine page is used to issue the commodity information. The advantages of the AD include the whole page issuing, high eye-catching and disturbance elimination from other information in order to improve the reading efficiency and guarantee the AD’s good effect.
二、 product placement AD
the product placement AD doesn’t have the obvious commercial feature and the AD can be placed the magazine content indirectly by installing the new column and adding the introduction of new fashion trend. The AD of product placement can influence the readers’ idea gradually and inspire the potential consumption needs of the reader. In this way, the reader will become the target consumer or influencer of the products.
三、 speciality AD
the speciality AD is a special kind of AD made by a new technology or technique, which can innovatively integrate the sense elements such as auditory, taste, tactile and smelling sense into the magazine AD in orde to change the traditional dull visual sense. with a close connection between the product and consumers, the reader can understand the product directly and further the two-way loyality between the magazine and product brand will be esatablished.
四、 gift advertisement
in order to conduct the customer to buy the product, gift advertisement has been regarded as a promotion way regarding the gift of commercial sample and DM. For the seller, the purpose of gift AD is to encourage the consumer to try to use the commodity. For the magazine press, the purpose of gift AD is to stimulate the consumer to buy the magazine and improve the magazine sales volume. With the AD mode, the two parties can reach win-win situation.
一、 sales volume
the magazine sales volume depends on the quantity of readers, which also influences the magazine scope. If the magazine has a great sales volume and coverage, the sense worth and ideology in the magazine will bring a great influence for the public. At the same time, the effect of AD will be improved consequently. Therefore, the sales volume is the top priority index to choose the sample.
二、 Advertisement supply
The research object is the male imagine in the AD of male fashion magazines. The first index is the magazine sales volume. In fact, the advertisement supply is also an important element.. Therefore, the AD supply in the magazine is also regarded as an important index to evaluate the AD effect.
三、the magazine influence
The magazine <<Esquire>> is a well-know magazine of fashion male, which has been regarded as the twins of <<Esquire>> published by US Hearst Corporation and has become the model of male magazine in the fashion media group. By the copyright cooperation with US well-known male magazine <<Esquire>> in September, 1999, the magazine has become the leader of China male fashion one with the most successful male readers. After the 10-year steady development, the magazine has been one of the most important magazines in China’s fashion magazine market with the most mature, high consumption capacity and life style groups of male readers. The target consumption group of magazine is a the strongest and biggest influence and the most bright expectation group, who is characterized with the opening, booming, innovation, harmony, luxury and classic, male and power feature.
With the international copyright cooperation with UK well-known magazine <<FHM>> , a global male magazine with the fastest increasing and the biggest circulation volume, <<For Him Magazine>> was issued as a comprehensive male fashion magazine by Fashion Group and sold in the China Mainland market in April 23, 2004. the appearance of magazine not only has become the 1st male magazine in the mainland magazine market, but also can bring a new trend of the consumption of male magazine. The development speed in recent several years has make people surprised. The Phoenix TV has commented the magazine is the 1st real male magazine, which is filled with the content from the male version. The magazine can describe the opinion what the male want to think, the says what the male want to say. The pattern of magazine has broken the top taboo on the China sex topic. With the sexy, clear agrument, humor and reality feature, the magazine has become the best friend of fashion men.
The magazine <<Metropolis>>, established in 1998, is published and released by Shanghai Oriential press, which is one of the 13 members of China Press Group. The magazine (Man edition) was established in September, 2000, which belongs to a comprehensive and local male fashion magazine. With the urban life focus from male version and taking the task to meet the reader needs, the magazine comprehensively provides the up-to-date commmercial information for urban male and interpretes the modern life concept and fashion taste in order to call for the elegant life style and positive life attitude. For the new gentleman, the new rising power in urban, the magazine has put forward the new slogan “building China’s new gentleman”. In this way, the magazine has a new performance on the circulation volume and Advertisement releasing amount.
1.3.1杂志广告
“杂志是一种向读者提供深度报道，时效性较弱的装订印刷出版物，它的内容主要包括意见提供，事件阐释和宣传倡导。杂志受众定义明确，具体细分。版式连贯，定期出版”〔l0J。“它是视觉媒介中比较重要的媒介之一。按其内容分为综合性杂志、专业性杂志和生活杂志;按其出版周期则可分为周刊、半月刊、月刊、双月刊、季刊及年度报告等;而按其发行范围又可分为国际性杂志、全国性杂志、地区性杂志等”.
杂志广告的优点有:一是杂志广告的时效性长，传阅率高，具有可保存性。二是杂志的发行量大，覆盖面广。对面向全国范围内销售的商品或服务，在杂志上发布广告无疑有得天独厚之势。三是杂志广告编辑整齐统一，印刷精良考究，能精美地表现商品的色彩、质感等。四是杂志广告没有限制，封页、内页及插页都可做广告之用，广告主可自由选择广告版面、位置，并施展广告设计技巧。五是专业性杂志由于具有固定的读者层面，可以使广告宣传深入某一专业行业。目前，杂志的专业化倾向也发展得很快，如医学杂志、科普杂志、各种技术杂志等，其发行对象是特定的社会阶层或群体。因此，对特定消费阶层的商品而言，在专业杂志上做广告具有突出的针对性，适于广告对象的理解力，能产生深入的宣传效果，而很少有广告浪费.
目前来说，国内杂志的广告模式主要有以下几类:
一、商业性广告
商业性广告是杂志最常见，也是使用最多的广告模式，即通过占领杂志版面来发布商品信息。这类广告的优势在于整版的投放，吸引其注意力，并使广告避免其他信息的干扰，提高读者的阅读率，保证广告良好的传播效果.
二、置入式广告
置入式广告或称植入式广告，这类广告的商业性不是很明显，它通过栏目设置、新流行趋势介绍等方式，不露痕迹却又直接植入到杂志内容之中，潜移默化影响读者的思想观念，激发读者潜在的消费需求，使其成为购买该产品的目标消费者或者影响者。#p#分页标题#e#
三、特殊广告
特殊广告是通过新技术或者工艺制作的特殊形态的广告。“它通过改变传统单一的视觉感官诉求，将听觉、味觉、触觉、嗅觉等感官元素创新地综合运用到杂志的广告中，使产品或其形态直接与受众进行亲密的接触，让读者更直观地了解产品，有助于建立杂志与产品品牌的双向忠诚度。”
四、赠品广告
赠品广告是为了引导顾客购买某种商品，以实体形态出现的商品样品和以媒介形态出现的DM作为赠品送给消费者的一种促销方式。对商家来说目的是鼓励消费者尝试性试用赠送的商品;对杂志社来说目的是刺激读者购买杂志，提高杂志的销售量。这种广告模式最后是以达到双方共赢的局面为目的的.
一:销售量
杂志销售量的多少，决定着杂志读者的数量，也影响着杂志的影响范围。杂志的销
售量越大，辐射面越广，它所宣传的价值观和主流意识形态对大众的影响也越大，同时
广告的传播效果也会随之提高。所以销售量是我们选择样本的第一个考察指标。
二:广告投放量
我们考察和研究的对象是男性时尚杂志广告中的男性形象，第一我们参考的是杂志
的销售量，其实，广告的投放量也是我们需要严格考察的因素。所以，杂志上的广告投
放量也是我们考察的一个参考依据。
三：杂志的影响力
《时尚先生》是时尚男刊的元老级刊物，作为美国赫斯特集团《ESquire》的同血兄弟的他已然成为时尚传媒集团男性系列期刊的标杆旗帜。在1999年9月与美国著名男性杂志《Esquire》进行版权合作，成为中国男性时尚生活的领导者。是中国面对成功男士的、最具影响力的生活消费类期刊，稳坐男性时尚杂志第一把交椅。拥有最成熟、最有消费能力、最具生活品味的庞大男性读者群，并经过10年稳固发展，在中国时尚期刊市场具有不可替代的地位。他的目标消费群是这个时代最强劲、最具影响力和上升性的人群，他具备着开放、蓬勃、新锐、和谐、奢华和经典，男性和力量的精神气质。
《男人装》是时尚集团在2004年推出的一本男性综合类时尚杂志，是与英国著名男性刊物《FHM》 (FORHIMMAGAZINE)——这一全球增长最快、发行量最大的男性刊物进行国际版权合作，于2004年4月23日以《男人装》的名义登陆中国内地市场，填补了内地期刊市场男性杂志的空白，而且带来了男性杂志消费的新热潮，最近几年发展速度惊人。凤凰台曾经评价《男人装》说它开宗明义就是要做“男人的真性情杂志”，是中国第一本公开的纯男性杂志，他是充满视觉快感的男性审美教科书，想男人之所想，言同行所不敢言，创造了中国性爱话语的最高禁忌尺度;它性感而不失犀利主张，幽默而不缺现实主义，是潮流男士的最佳伴侣。
《大都市Metropolis》杂志创刊于1998年，由中国出版集团13家核心成员之一的上海东方出版中心出版发行。其男士版于2000年9月创立，属于一本综合性本土男性时尚杂志，它以男性视角关注都市生活，以满足读者需求为己任，全方位地向都市男性传递最新生活格调商务信息，淦释现代生活理念和时尚品位，倡导优雅的生活方式和积极的生活态度。着眼于男士的“精神世界，身体需求和物质生活”。面向都市中正在崛起的新生势力—中国新绅士，口号是“打造中国新绅士”。在发行量和广告投放量上有上好表现.
|
