广告

Five advertisements made to the world by the Imperial Trumpet: 1 it transfers imperialist strategic thinking, national economy and military actions to the world; it transfers the American human right culture and living styles to the intellectuals over the world; 3 it transfers the imperialist market/corporate system and political system to the rights activists and elites of the world; 4 it exports culture and transfers American image to the young of the world so as to Americanize them; 5 it tells the world civilian equal social environment and successful stories.

帝国喇叭对全世界的五类广告：一、对全世界的国家广告帝国战略思想、国家经济与军事行动。二、对全世界的知识分子广告美国人的人权文化、生活方式。三、对全世界的权利精英广告帝国市场、公司机制、政治机制。四、对年轻人输出文化、广告美国形象，进行全面的教化。五、对全世界的老百姓广告公平的社会环境、白手发家的故事。

The advertisement assayer of CR-Nielsen points out: The data of market of Chinese network advertisement since 2007 shows the ad demand growth such as FMCG, vogue, recreation, finance and economics is rapid, especially Olympic Games sale rose to vogue and recreational product market very big urge action, consider fashionable network media suffer form of numerous structure, life, consumption latent capacity and step media action, its enclothe recombine dimensions and transmission characteristic and content are formed, can think to this kind of media guides in consumption and sufficient value is had on advertisement transmission, it is one deserves the market that enterprise and ad firm, adcraft pays close attention to adequately and uses, can allow advertisement advocate choose in the media of integrated sale and more spaces are had on combination.

CR-Nielsen的广告分析专家指出：2007年以来的中国网络广告市场数据表明FMCG、时尚、娱乐、财经等广告需求增长迅速，特别是奥运营销对时尚与休闲产品市场起到了很大的推动作用，考虑到时尚网络媒体的受众结构、生活形态、消费潜力和跨媒体行为，再结合其覆盖规模和传播特点和内容构成，可以认为此类媒体在消费引导和广告传播上具有充分价值，是一个值得企业和广告公司、广告代理商充分关注和利用的市场，能让广告主在整合营销的媒体选择和组合上拥有更多的空间。

Enterprises also have further enhanced the advertising campaign. The advertising can be seen in guidepost, building, doorplate of shop, car, media and so on.

企业在广告宣传力度上加强：高速路口的路牌广告、楼牌广告、门店门牌广告、车身广告、媒休广告等均有出现，这些也体现了一个市场的成熟和发展。

Pass to the advertisement business enterprise with thorough investigation that advertise the market, the light an advertisement is the most widespread outdoor advertisement medium now, however is also a management the most trivial, permit the mistakable advertisement very much the part, light a function for advertising current information turning still not strongly, for the sake of system, make selection finally light box advertise for the focus that I study.

通过对广告企业和广告市场的深入调研，灯箱广告是目前最普遍的户外广告媒介，然而也是管理最烦琐，很容易出错的广告部分，灯箱广告目前的信息化还不强，为了系统的实用性，最后选定灯箱广告为我研究的焦点。

This thesis is formed by fives mainly, the first part recommends being covered with the state of development of mengniu milk industry, have drawn the advertising activity function performed in the course of covering with mengniu milk industry and developing; Second part Explain that is covered with the advertising strategic value that moves about of mengniu milk industry , sureness and realizing around the advertising strategic objective mainly, the strategy of the advertising activity draws up plans , advertising between activity and other relevant function close interdynamic , advertising activity " combining " such odd parts as function ,etc. is it expound the fact to launch in combining marketing of strategy.

本论文主要由五部分构成，第一部分介绍蒙牛乳业的发展状况，并引出了广告活动在蒙牛乳业发展过程中所起到的作用；第二部分阐述蒙牛乳业广告活动的战略价值，主要围绕广告战略目标的确定与实现、广告活动的战略运筹、广告活动与其它相关职能战略的密切互动、广告活动在整合营销中的"整合"作用等几部分展开论述。

The theoretic part also expands ostensive stimuli to its correspondence in advertising and points out its role in understanding advertisements.

理论的构建部分还把明示刺激在广告中的表现进行了具体分析，指出其在推动广告理解和达在实践部分，文章尝试把广告分成两大类：明说广告和暗含广告，并结合关联理论的推理观，分析了两种广告的理解过程，指出明说广告仍然涉及推理并具有隐含信息。

Discover finally,"Big profit is sent " in be being managed actually not only use the pensile billboard inside inn, will " cent is numerous " the advertisement of installation shows screen is intended keep out, and often be opposite " cent is numerous " advertisement shows screen is adopted cut off the power artificially, pull out the preventive action such as frequency line, still allow to sell a supplier to use the phonic video device of tripartite greatly, in " big profit is sent " sell brand advertisement is released in field, allow to be engaged in selling field advertisement platform management ad company greatly likewise even, sell in its advertisement information is released in field.

最终发现，"大润发"在实际经营中不但利用店内的悬挂广告牌，将"分众"安装的广告显示屏故意遮挡，而且经常对"分众"的广告显示屏采取人为断电、拔除音频线等妨碍行为，还允许大卖场供货商利用第三方的音视频设备，在"大润发"卖场中发布品牌广告，甚至允许同样从事大卖场广告平台经营的广告公司，在其卖场中发布广告信息。

The author believes that, at this stage of our outdoor advertising management legislation targets mainly include as follows : revising the advertising laws and regulations, establish authority, unified, coordinated system of laws and regulations, thus appropriately, explicitly prohibit sexual norms, obligatory norms, permissibility norms, the arbitrary norms boundaries, highlighting the principles of honesty and credibility important position, advertising audience to the prosecution of illegal advertising and the right to establish a standard reporting system and the strengthening of public and advertising capital outdoor advertising operation legislation.

作者认为，我国现阶段户外广告管理立法的目标主要体现在如下几个方面：修改完善广告法律法规，建立权威、统一、协调的法律法规体系、宽严适度，明确禁止性规范、义务性规范、许可性规范、任意性规范的界限、突出诚实信用原则的重要地位、赋予广告受众对违法广告的起诉权和建立规范的违法广告公众举报制度以及加强户外广告资本运作的立法。

The research used content analysis to analyze the Chinese print advertising. It chose the print advertising that won the Longyin Awards as the object. The research investigated the variables about the years, pictures, colours, corpus, the rhetoric of pictures, the surrealism of pictures, Chinese characters, the Sinicism of pictures, the rhetoric of text, the types of slogan, the types of text, the types of proviso, spokesman, the usage of media ect. The purpose of this study is to discuss the trend of Chinese print advertising and the change of Chinese creative elements during the past ten years. Furthermore, the research hopes to provide theory guidance for further research and experience for the practitioner in china.

本研究采用内容分析的方法，以《龙吟榜》上榜的华文平面广告为研究对象，通过对这些代表华文平面广告最高水准的作品的年份、创意的载体、色彩、画面主体、画面展现方式、画面修辞表现法、超现实表现法、中国元素的图案表现、汉字表现法、文案修辞手法、标题类型、正文类型、随文、长文案、代言人以及异型媒体应用等相关变量的分析，全面系统地探讨华文平面广告创意十多年来的变化态势，希望为今后的华文平面广告研究提供新的理论指导，并为广告从业者以及关注华文广告发展的人士提供些许借鉴。

These 6 kinds of behavior basically have: It is the money other people that receives advertisement to manage personnel, advertiser to send; 2 be have advertisement money thing with all sorts of means, include to stock advertisement money small exchequer or individual account, will develop the objective glom on to that supports advertisement fund; 3 be those who use a post help ad firm seek profit; 4 it is the part-time job takes fulfil; 5 it is not to get supervisory misuse of authority, the individual said to calculate; 6 be use a post, allow company of ad of open of relatives and friends from which seek expedience.

这六种行为主要有：一是收受广告经营人员、广告客户送的钱物；二是以各种方式占有广告款物，包括将广告款存入小金库或者个人账户，将冲抵广告款的实物据为己有；三是利用职务之便帮助广告公司牟利；四是兼职取酬；五是不受监督滥用职权，个人说了算；六是利用职务之便，让亲友开办广告公司从中谋取私利。

Plunder melds and run with this jewel!

掠夺melds和运行与此宝石！

My dream is to be a crazy growing tree and extend at the edge between the city and the forest.

此刻，也许正是在通往天国的路上，我体验着这白色的晕旋。