英文数据库,全文检索 文档

四）利用英文全文数据库——Elsevier，Springer，EBSCO(BSP/ASP)

1、检索课题名称：探析公益广告中的商业元素

2、课题分析：

中文关键词为：公益广告，商业元素

英文关键词为：PSAs Commercial elements Business Elements

3、选择检索工具：Elsevier 数据库，Springer数据库，EBSCO(BSP/ASP)数据库。

4、构建检索策略：Commercial elements and the public service ads

5、简述检索过程:

①，选定在Elsevier 中期刊、图书、文摘数据库等全部文献资源中检索2000 年以后的关于公益广告中的商业元素的文献

利用确定的检索策略（Commercial elements and the public service ads

），文献全文（含文献题目、摘要、关键词）中检索，检到184 篇相关文献。

②，选定在Springer 中期刊、图书、文摘数据库等全部文献资源中检索2000 年以后的关于公益广告中的商业元素的文献

利用确定的检索策略（Commercial elements and the public service ads

），文献全文（含文献题目、摘要、关键词）中检索，检到64篇相关文献。③，选定在EBSCO(BSP/ASP)中期刊、图书、文摘数据库等全部文献资源中检索2000 年以后的关于公益广告中的商业元素的文献

利用确定的检索策略（Commercial elements and the public service ads

），文献全文（含文献题目、摘要、关键词）中检索，检到381篇相关文献。

6、整理检索结果：

从以上文献中选择出3 条切题文献

①、Constructing female identities through feminine hygiene TV commercials

M a Milagros Del Saz-Rubio a, , and Barry Pennock-Speck b, [Author vitae]

a Universidad Politécnica de Valencia, Camino de Vera s/n 46022, Valencia, Spain

b Universitat de València, Avenida Blasco Ibáñez 32, 46010, València, Spain Received 9 July 2008;

revised 10 January 2009;

accepted 18 April 2009.

Available online 3 June 2009.

In this paper we report the results of a qualitative multimodal analysis of a corpus of Spanish and British TV ads featuring female hygiene products such as tampons, liners and sanitary towels/pads. We contend that advertisers of menstruation-related products employ a wide range of strategies to convey both overt information about the products advertised, as well as to –and more importantly –indirectly transmit stereotypical beliefs of women which inevitably helps reproduce and sometimes perpetuate a gender-biased type of discourse (Holmes and Marra, 2005). Crook's (2004) distinction between the product-claim and the reward dimension in ads has been taken as the starting point for our analysis. Within the product-claim dimension we have focused on what information is transmitted through the application of some of Brown and Levinson's (1987) generic positive and off-record politeness strategies. On the other hand, within the reward dimension attention is shifted to how information surfaces the language in an indirect fashion through attention to different format types, visual imagery, voices and music. Results indicate that ads either tend

to focus on the product, its advantages and practicality as the solution to women's worries during menstruation, something that brings the negative aspects of this biological activity to prominence; whereas a second group of ads is constructed as a celebration of womanhood and the creation of a certain female identity whereby women are endowed with their ability to break with old myths and taboos. Keywords: TV commercials; Multimodality; Positive politeness; Off-record politeness; Product-claim dimension; Reward dimension

Corresponding author at: Escuela Técnica Superior de Ingenieros Agrónomos, Dpto de Lingüística Aplicada, Universidad Politécnica de Valencia, Camino de Vera s/n 46022, Valencia, Spain. Tel.: +34 96 3877531; fax: +34 96 3877539.

Vitae

M a Milagros del Saz Rubio is a lecturer in English language and discourse analysis at the Universidad Politécnica of Valencia. Her principal research interests are in the fields of pragmatics and discourse analysis where she has published a book on reformulation markers. Her current interests lie in the study of the genre of TV advertising from a multimodal perspective.Barry Pennock-Speck is a lecturer in English language and linguistics at the Universitat de València, Spain. His main research interests centre on discourse analysis and phonology, especially contrastive phonology. Recently he has been carrying out research on the paralinguistic functions of voice in the media.

②，Accounting as the Documentary Proof of Good Corporate Governance Abstract

According to Friedrich Carl von Savigny, the corporation is a mere fiction of law.1 As a separate legal person the corporation (company) is ‗invisible, intangible, and existing only in contemplation of law‘ (John C. Marshall).2That is the case worldwide. No one ever has seen, for example, the ‗DaimlerChrysler AG‘, the ‗BHP Billiton Corp.‘ or the ‗Vodafone plc‘. Thus, corporate governance and the law associated with corporate gov ernance deal with an ‗artificial being‘. So, how can we deal with something ‗invisible‘?

For the reader‘s convenience, we have included English translations of some of the European provisions —see Appendix, ―English Translations of Some European Provisio ns‖ for Purposes of Chapter 7‖ at 257–273.

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③，What are the search elements I can use to obtain additional results when using widgets?

Use any of the following search elements to obtain additional widget results on the result list or detailed record:ep.Search Term —(search term)ep.author —(author)ep.ISBN —(International Standard Book number)ep.OCLC —(Online Com...Read More

Last Updated: December 2010 | Document Type: FAQ