現(xiàn)代傳媒英語

內(nèi)容概要

　　《現(xiàn)代傳媒英語》系統(tǒng)地闡述了現(xiàn)代傳媒英語在標(biāo)題、語法、詞匯和寫作層面上的特點(diǎn)；詳細(xì)介紹了英語新聞的篇章結(jié)構(gòu)及閱讀方法；介紹了新聞傳播學(xué)的基本理論和國際上著名學(xué)者的經(jīng)典論述?！　　冬F(xiàn)代傳媒英語》可作為大專院校新聞傳播、廣告、媒介經(jīng)營管理和國際新聞等專業(yè)的本科生和研究生的教材。同時(shí)，《現(xiàn)代傳媒英語》對(duì)從事新聞、廣告和媒體的工作人員有參考價(jià)值。

書籍目錄

第一章 新聞學(xué)與現(xiàn)代傳媒第一節(jié) 新聞學(xué)的基本概念第二節(jié) 主要的英文傳媒第二章 現(xiàn)代傳媒英語的特點(diǎn)第一節(jié) 現(xiàn)代傳媒英語的標(biāo)題特點(diǎn)第二節(jié) 現(xiàn)代傳媒英語的語法特點(diǎn)第三節(jié) 現(xiàn)代傳媒英語的詞匯特點(diǎn)第四節(jié) 現(xiàn)代傳媒英語的寫作特點(diǎn)第五節(jié) 現(xiàn)代傳媒英語的文化色彩第三章 英語新聞的篇章結(jié)構(gòu)第一節(jié) 標(biāo)題第二節(jié) 導(dǎo)語第三節(jié) 消息主體及其結(jié)構(gòu)第四章 不同體裁的現(xiàn)代傳媒英語的閱讀與理解第一節(jié) 快訊、急電、簡訊和標(biāo)題新聞等新聞報(bào)道第二節(jié) 特寫第三節(jié) 新聞評(píng)論第四節(jié) 深度報(bào)道第五節(jié) 綜述第五章 新聞學(xué)第一節(jié) 新聞傳播學(xué)的基本理論第二節(jié) 新聞傳播學(xué)著名學(xué)者的經(jīng)典論述第六章 媒介經(jīng)營管理第一節(jié) 媒介經(jīng)營管理第二節(jié) 著名學(xué)者的經(jīng)典論述第七章 廣告學(xué)第一節(jié) 廣告學(xué)與廣告英語第二節(jié) 有關(guān)廣告學(xué)的經(jīng)典著作第三節(jié) 經(jīng)典廣告的評(píng)析第八章 廣播電視新聞學(xué)第一節(jié) 廣播電視研究第二節(jié) 廣播電視的經(jīng)典著作第三節(jié) 廣播電視政治、經(jīng)濟(jì)新聞報(bào)道附錄1 縮略詞附錄2 主要國家首腦、議會(huì)、政府譯名參考文獻(xiàn)

章節(jié)摘錄

　　The fourth method of ratings data collection， people meters， was started in the mid-1980s by A. C. Nielsen to attempt to improve the accuracy of ratings information and to obtain "single-source data"， whereby research companies collect television ratings data， demographic data， and even household member purchasing behavior at the same time.　　Traditional television meters indicate only whether the television set is on or off and the channel to which the set is tuned; there are no data about who is watching. Such information must be obtained by pooling TV meter data with information from households in the diary samples. People meters attempt to simplify this data collection task by requiring each person in the household， as well as all visitors， to push a specific button on a mechanical unit that records the viewing. Each person in the home is assigned a button on the meter. The meter instantaneously records information about how many people in the household are watching and the identity of each viewer. The data from each night's viewing are collected via computer.　This specific information is valuable for advertisers and their agencies， who now can more accurately target their advertising messages.　　Nielsen is convinced that using people meters is the way to obtain accurate television ratings information. The company's interest in people meters was spawned in 1987， when Audits of Great Britain （AGB） introduced the meters to the United States. AGB pulled out of the U. S. people meter service in 1988， however， leaving only Nielsen to develop a universally accepted system of single-source data collection. In 1991， when Arbitron was involved in television ratings， it tried to expand the concept of single-source data with a system called Scan America. The plan was to collect purchasing data and network television viewing information from the same household. Scan America was unsuccessful and was discontinued in late 1992.　　In theory， people meters are quite simple： When a person begins or stops watching television， he or she pushes a button to document the behavior.　The button may be located on a hand-held device or enclosed in a small box mounted on top of the television set. However， theory and reality are often misaligned. In late 1989， a survey funded by ABC， CBS， and NBC found that people meters "turned off" participants， especially with children's programming on Saturday mornings. Additional criticisms about low television viewing numbers produced by the people meters continue in the mid-1990s.　　The major problem with people meters is that participants tire of pushing buttons to record when they watch television， and children cannot be depended upon to push the proper buttons when they turn on the set. The reality is that television ratings produced by people meters are lower than those produced by meters and diaries. Broadcasters and advertisers are concerned. Broadcasters claim the data underestimate actual viewing; advertisers claim the data are probably correct and they are paying too much money （CPM） for their commercials.　　……

圖書封面

圖書標(biāo)簽Tags

無

評(píng)論、評(píng)分、閱讀與下載

---

    現(xiàn)代傳媒英語 PDF格式下載

---