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    A Comparison of the Forms of “60 Minutes” and “Oriental Horizon”
    《60分钟》与《东方时空》节目形态之比较
    Reviewing the Phenomenon of Changing Edition Through Brand management
    从品牌经营角度看改版现象——对《东方时空》改版的个案分析
    From View of Taking Propagandist as the Center to View of Taking Receiver as the Center
    传者中心论到受者中心论——从《东方时空》看电视新闻受众观念的变化
    The Gender Equality Awareness of the Mainstream Media as Seen from the "Oriental Horizon" Program
    从《东方时空》看主流媒介的性别平等意识
    The Study of "Common Story of the Eastern Horizen"
    《东方时空·百姓故事》栏目研究
    Analyzing the Special Features of the Magazine-format Documentary Series 《Oriental Horizon》
    电视新闻杂志《东方时空》特色解析
    The article tries to review the phenomenon from the angle of brand management, through the case study of The Oriental Horizon. The results of the study are cited below.
    文章试从品牌经营角度 ,以《东方时空》为个案 ,对这一现象进行透视。
    After its alteration, there are three changes. First, the brand image is obscure; second, the brand character loses its distinction;
    分析中发现 :改版后的《东方时空》 ,一、品牌形象模糊 ,二、品牌个性失去鲜明性 ,三、品牌系统结构有待进一步优化。
    Through an analysis of the audience ratings in94days of the transmission of the"Oriental Horizon"program,the author believes that this brand-name program still carries the traditional social norms on men and women and remains the promoter of the traditional concept of"men presiding over external affairs and women taking charge of internal affairs."
    通过对《东方时空》94天播出收视纪录的分析,作者认为这个屡获殊荣的名牌栏目,仍然承载着社会对男女两性的传统规范,是男主外女主内等传统观念的建构者和传播者。
    Through this pro-gram,people can gain an insight into our mainstream media's understanding of the gender equal-ity consciousness.
    从《东方时空》这个窗口,可以使人了解到目前我国主流媒介对社会性别平等意识的认知程度。
 

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