jean@douban&Twitter - 标记
Advertising, the Uneasy Persuasion 豆瓣
作者: Michael Schudson Basic Books 1986
This widely praised assessment of advertising as a business and a social institution persuasively concludes that advertising is not nearly as important, effective, or scientifically founded as either its advocate or its critics imagine.
2005年8月15日 已读
跟着阿北看书。。。
2005年8月15日 评论 American Advertising represents Capitalist Realism - Advertising. I found a copy in SF Main Library. It is an interesting book, even though I had to renew it twice before i could finish reading it. The slow going is largely contributed by the fact I had had so little time for reading. The book did a very thorough examination from all aspects of advertising. The advertiser, the advertising agency, the consumer, the history of advertising, the various case studies during various milestones for consumer advertising industry. I enjoyed the historical portion and the insider look into corporations and agencies. One single most conclusion the book is trying to address is probably that advertising is far less powerful than most people had criticized/assumed. Advertising could almost never create a desire or need from the consumer, all it tries to do is to exploit the pre-existing desire and need created by many other social/political/economical factors. If advertising is really meant to create sales, then in a corporation, its advertising budget increase should have been tied to slowed sales. In reality, it is exactly opposite. Advertising budget goes up when a corporation just had a good quarter. And advertising is always focusing on the best product rather than the worst. However, things I learned from the book that fascinated me the most are the following: Urbanization fostered the growth of advertising industry in the 1920s-1930s. When people lived in a small and closely knit community, personal identity was pre-existed before any assertion from the individual. Ones family and its relationship with the community automatically established a foundation for an individual social circle and her own identity. But when that individual left everything behind and ventured into a big city, she came into a foreign environment with a blank history. To find a group that to be part of and to identify herself to the group, advertising became the most public identity repository. One learned what to wear, where to shop, what to watch, etc. etc. It was also the least intrusive/embarrassing way for a new comer to learn about her new environment. Also, in small towns, people obtain these information through a closely knit community, neighborly gossip will help you to identify the good and bad products, the good and bad grocers. But in big cities, people had to turn to more public/general, less personal sources for information. I guess that's replaced by Internet nowadays. :) 2) Women smoking in public used to be scandalous. *****QUOTE************ "The women smoking outside was an issue is suggested by this 1928 report: "A few years ago an enterprising taxi driver did a thriving business in the Wall Street district during the noon hour by driving around women who wanted to smoke a cigarette or two before returning to their offices. None of the women rode any considerable distance. But the taxi driver had a continued run of passengers. "The taxi was about the only place these women could smoke with any sense of freedom. In the restaurants they would have felt conspicuous. In the offices it was quite out of the question. An unwritten law said that women must not smoke in business houses. Today there is hardly any place except the street where a woman cannot smoke with equanimity. " *****END OF QUOTE************ (This is my favorite) American Advertising represents Capitalist Realism Author derived the concept of "Capitalist Realism" based on the concept for Socialist realist art, because it simplifies and typifies. *****QUOTE************ "I can make what I mean by capitalist realism more clear by comparing it to socialist realism, the term from which, obviously, I have derived it. Socialist realism is official, state-sanctioned and state-governed art as practiced in the Soviet Union. As the First Soviet Writers' Congress defined it in 1934, socialist realism is an art obliged to present a "correct historically concrete representation of reality in its revolutionary development" and to do so in a form that will educate "the working masses in the spirit of socialism." In practice, this means that artists and writers must meet certain aesthetic and moral demands. In theory, these demands are all in the service of a kind of realism. Socialist realist art must be faithful to life -- but in certain prescribed ways: Art should picture reality in simplified and typified ways so that it communicates effectively to the masses. Art should picture life, but not as it is so much as life as it should become, life worth emulating. Art should picture reality not in its individuality but only as it reveals larger social significance. Art should picture reality as progress toward the future and so represent social struggles positively. It should carry an air of optimism. Art should focus on contemporary life, creating pleasing images of new social phenomena, revealing and endorsing new features of society and thus aiding the masses in assimilating them. *****END OF QUOTE************ The power of advertising is increased exponentially in a society where people don't have sufficient channel to obtain information about the products. In America, people don't trust advertisement by default. Skepticism is considered the norm. But in China, maybe because television has been held as the state-owned media, where the official announcements have been made, majority viewers trusted advertisement with admirable singlemindedness and innocence. Last but not the least, 5)"Until we devise some better way of supporting a relatively free and relatively varied media system, this is an incidental but important virtue of advertising." Through out my reading, I kept on thinking of ipod. That is one phenomenon i wish the author would have explored in a book like this. In my mind, it is the single most successful advertising campaign in the history of advertising industry.
广告
闹学记 豆瓣
8.9 (36 个评分) 作者: 三毛 哈尔滨出版社 2003 - 8
如果你看过《雨季不再业》、《撒哈拉的故事》,以及《背影》这三个阶段的三毛,你必须再看一本属于“后三毛时期”的《闹学记》,三毛以最新的文风与对真实生活的见证,向你展现了一个心神治愉的美丽新世界。
读书和旅行,是我个人生命中的两颗一级星,快乐最深的时光,大半都由这两件事情中得来。
撒哈拉的故事 豆瓣 Goodreads
撒哈拉的故事
8.7 (292 个评分) 作者: 三毛 皇冠出版社 1976 - 5
三毛作品中最膾炙人口的《撒哈拉的故事》﹐
由12篇精采動人的散文結合而成﹐
其中<沙漠中的飯店>﹐
是三毛適應荒涼單調的沙漠生活後﹐
重新拾筆的第一篇文字﹐
自此之後﹐三毛便寫出一系列以沙漠為背景的故事﹐
風靡了全世界的中文讀者。
我的精神家园 豆瓣 Goodreads
9.2 (134 个评分) 作者: 王小波 文化艺术出版社 1997 - 1
一九九七年六月,王小波逝世两个月后,他的杂文自选集《我的精神家园》出版。这是第一版的封面。相比于2002版出版的《我的精神家园》纪念版来说,这一版本没有纪念文章,只收有王自己的文字。当时这本书,和九七年五月第一次在大陆出版的《黄金时代》《白银时代》和《青铜时代》一起上架,十月又出版了《沉默的大多数》。一时间,大家都知道了,有一个王小波。可惜,那时他已辞世,只留下书店里满架的王小波,像一场喧哗无声的葬礼。
2005年8月1日 已读
见地精彩,文字差点儿,呵呵
杂文
Harry Potter and the Half-Blood Prince 豆瓣
9.4 (29 个评分) 作者: J. K. Rowling Scholastic 2005 - 7
The long-awaited, eagerly anticipated, arguably over-hyped Harry Potter and the Half-Blood Prince has arrived, and the question on the minds of kids, adults, fans, and skeptics alike is, "Is it worth the hype?" The answer, luckily, is simple: yep. A magnificent spectacle more than worth the price of admission, Harry Potter and the Half-Blood Prince will blow you away. However, given that so much has gone into protecting the secrets of the book (including armored trucks and injunctions), don't expect any spoilers in this review. It's much more fun not knowing what's coming--and in the case of Rowling's delicious sixth book, you don't want to know. Just sit tight, despite the earth-shattering revelations that will have your head in your hands as you hope the words will rearrange themselves into a different story. But take one warning to heart: do not open Harry Potter and the Half-Blood Prince until you have first found a secluded spot, safe from curious eyes, where you can tuck in for a good long read. Because once you start, you won't stop until you reach the very last page.
A darker book than any in the series thus far with a level of sophistication belying its genre, Harry Potter and the Half-Blood Prince moves the series into murkier waters and marks the arrival of Rowling onto the adult literary scene. While she has long been praised for her cleverness and wit, the strength of Book 6 lies in her subtle development of key characters, as well as her carefully nuanced depiction of a community at war. In Harry Potter and the Half-Blood Prince, no one and nothing is safe, including preconceived notions of good and evil and of right and wrong. With each book in her increasingly remarkable series, fans have nervously watched J.K. Rowling raise the stakes; gone are the simple delights of butterbeer and enchanted candy, and days when the worst ailment could be cured by a bite of chocolate. A series that began as a colorful lark full of magic and discovery has become a dark and deadly war zone. But this should not come as a shock to loyal readers. Rowling readied fans with Harry Potter and the Goblet of Fire and Harry Potter and the Order of the Phoenix by killing off popular characters and engaging the young students in battle. Still, there is an unexpected bleakness from the start of Book 6 that casts a mean shadow over Quidditch games, silly flirtations, and mountains of homework. Ready or not, the tremendous ending of Harry Potter and the Half-Blood Prince will leave stunned fans wondering what great and terrible events await in Book 7 if this sinister darkness is meant to light the way. --Daphne Durham
2005年8月1日 已读
黯然
Harry Potter and the Goblet of Fire 豆瓣
9.3 (19 个评分) 作者: [英] J·K·罗琳 Bloomsbury Publishing PLC 2000
It is the summer holidays and soon Harry Potter will be starting his fourth year at Hogwarts School of Witchcraft and Wizardry.Harry is counting the days:there are new spells to be learnt,more Quidditch to be played,and Hogwarts castle to continue exploring.But Harry needs to be careful—ther are unexpected dagers lurking…
Harry Potter and the Prisoner of Azkaban 豆瓣
9.0 (32 个评分) 作者: [英] J·K·罗琳 Bloomsbury Publishing PLC 2000 - 2
Harry Potter,along with his best friends,Ron and Hermione,is about to start his third year at Hogwarts School of Witchcraft and Wizardry.Harry can't wait to get back to school after the summer holidays.(Who wouldn't if they lived with th horrible Dusley?)But when Harry gets to Hogwarts,the atmosphere is tense.There's an escaped mass murderer on the loose,and the sinister prison guards of Azkaban have been called in to guard the school…
Harry Potter and the Order of the Phoenix 豆瓣
8.2 (28 个评分) 作者: [英] J·K·罗琳 bloomsbury 2003
Harry Potter is due to start his fifth year at Hogwarts School of Witchcraft and Wizardry.His best friends Ron and Hermione have been very secretive all summer and he is desperate to get back to school and find out what has been going on.However,what Harry discovers is far more devastating than he could ever have expected…
Harry Potter and the Philosopher's Stone 豆瓣
9.3 (43 个评分) 作者: [英] J·K·罗琳 Bloomsbury Pub Ltd 2000 - 2
Harry Potter thinks he is an ordinary boy-until he is rescued by a beetle-eyed giantof a man,enrols at Hogwarts School of Witchcraft and Wizardry,learns to play Quidditch and does battle in a deadly duel.The Reason:HARRY POTTER IS A WIZARD!
三毛流浪记全集 Goodreads 豆瓣
9.1 (7 个评分) 作者: 张乐平 少年儿童出版社 2001 - 8
《三毛流浪记》所描述的三毛所生活的那个时代,已经成为了过去,但是了解过去,了解历史,却是每个人都必须完成的一份答卷。因为了解过去,了解历史可以让成长的脚步更沉着、更坚实,可以让视野更宽广,心胸更博大。在一个人成长的过程中,除了新鲜的空气,灿烂的阳光以外,更需要的冷静的思考,以及心灵的感动和震撼,而这些,在阅读三毛的时候,我们都能够得到。
三毛已经永远地沉淀在无数人成长的记忆中,相信在未来的岁月里,三毛依然会带给我们许多宝贵的东西,让我们体验苦难和不幸,也学会同情,学会关怀和珍爱。
《三毛流浪记》为什么经久不衰?因为它有益于人们的心灵。柯灵先生在香港版序言中写道:“《三毛流浪记》是一部很有趣味的小人书,也是一部给成人看的警世书。三毛身上,背负着沉重的历史阴影,也带了深刻的历史启示,向世界呼唤和平,呼唤公正,呼唤仁慈,呼唤同情,呼唤人道,呼唤文明!”
所幸的是,三毛不单只是流浪,他始终与时代的脉搏同步。在上个世纪的作十年代,三毛已经是个爱科学、学法律的孩子了。
张乐平先生生前曾说,三毛是他献给全国少年儿童的礼物。我们希望三毛不断有新的故事告诉热爱他的读者,成为孩子们永远长不大的好伙伴。《三毛流浪记》利用电脑技术对原画精心着色,并配以详尽的文字解说和注音,以达到图文并茂的效果。三毛流浪记全集为彩图注音读物。
雨季不再来 豆瓣
7.8 (17 个评分) 作者: 三毛 哈尔滨出版社 2003 - 6
当三毛还是二毛的时候,写下了《雨季不再来》,这些在她17岁到22岁之间所发表的文稿,真实呈现出三毛少女时代的成长成感受。
看过《撒哈拉的故事》,再回顾三毛在《雨季不再来》中透露的纯势情怀和异质美感,可以清楚地印证她传奇般性格的痕迹。
红楼梦 豆瓣
作者: 曹雪芹 / 高鹗 上海古籍出版社 1995
《红楼梦》是中国古典小说举世公认的巅峰,是封建社会的百科全书,也是中华文化的结晶。二百多年来,深受广大读者的欢迎,历久而不衰。这次推出的豪华本《红楼梦》,心版本价值较高的程乙本为底本,并请著名红学家、作家蒋和森先生撰写了怎样读《红楼梦》的前言,著名画家刘旦宅先生创作了精美的插图。全书装帧典雅豪华,版式疏朗大方,既有很高的阅读收藏豪华,版式疏朗大方,既有很高的阅读收藏价值,又是馈赠亲友的最佳礼品。
背影 豆瓣
8.8 (12 个评分) 作者: 三毛 哈尔滨出版社 2003 - 7
这些生命美丽的记忆,在别人看来,可能没有价值,在我,不如不去想它价值不价值的问题,自由得像空气一般去写我真挚的心灵吧!
孩子真情流露的时候,好似总是级着你们,你们向我显明最浓的爱的时候,也好似恰巧都是一次又一次的背影。
少年维特的烦恼 豆瓣 Goodreads
Die Leiden des jungen Werthers
7.8 (99 个评分) 作者: [德国] 约翰·沃尔夫冈·冯·歌德 译者: 杨武能 人民文学出版社 1999 - 7
小说的情节十分简单,年轻的维特来到一个小镇,这里的自然风光、淳朴的民风、天真快乐的儿童给予他极大的快乐。一次舞会上他认识了一个叫绿蒂的少女,她的一颦一笑、一举一动都让他倾倒;绿蒂也喜欢他,却不能予以爱的回报,她已与维特好友订婚。维特陷入了尴尬和痛苦,他毅然离开此地,力图从事业上得到解脱,有所成就,然而鄙陋的环境、污浊的人际关系、压抑个性窒息自由的现存秩序,都使他无法忍受,当他怀才不遇地重返绿蒂身边时,发现绿蒂已结婚,决定以死殉情,遂用一支手枪结束了自己的生命。
许三观卖血记 豆瓣
8.6 (14 个评分) 作者: 余华 人民文学出版社 2004 - 5
故事发生于解放初的五六十年代,那时主人公许三观还是一个青年,他被周围生活不断地压迫,为了生活,不得不拼命地工作,但是依然无法保证生活,他只能用卖血来维持,每当无奈时,就会想到用卖血来解决。随着岁月的流逝,许三观身体一日不如一日。他为了给儿子治病,坚持15天卖一次血,以还清欠债,最后导致大病不起。
小说围绕着卖血的经历,展开许三观生活中的琐琐事事,体现出一个男人所应当承担的某些责任,或许这也正是一种人生的无奈。小说饱含辛酸的经历,但也不乏幽默之处,比如每次卖血前喝足八碗水,这样身上的血就会多起来了,诸如此类的奇怪想法非常多。
福尔摩斯探案全集(上中下) 豆瓣 Goodreads
The Complete Sherlock Holmes
9.3 (297 个评分) 作者: [英] 阿瑟·柯南·道尔 译者: 丁钟华 等 群众出版社 1981 - 8
最经典的群众出版社的翻译版本,一经出版,立即风靡成千上万的中国人。离奇的情节,扣人的悬念,世界上最聪明的侦探,人间最诡秘的案情,福尔摩斯不但让罪犯无处藏身,也让你的脑细胞热情激荡,本套书获第一届全国优秀外国文学图书奖。
白银时代 豆瓣
8.6 (131 个评分) 作者: 王小波 花城出版社 1997 - 5
《白银时代》是《时代三部曲》之二。这是由一组虚拟时空的作品构成的长篇。这组作品写的是本世纪长大而活到下世纪的知识分子,在跨世纪的生存过程中,回忆他们的上辈、描述他们的上辈、描述他们自己的人生。与其说这是对未来世界的预测,不如说是现代生活的寓言。
在细雨中呼喊 豆瓣
8.7 (76 个评分) 作者: 余华 南海出版公司 1999 - 1
作者以第一人称讲述了一个家庭的欢乐和苦痛,细腻地刻画了柔弱的母亲如何完成了自己忍受的一生,她唯一爆发出来的愤怒是在弥留之际;名叫孙广财的父亲又是如何骄傲地将自己培养成一名彻头彻尾的无赖,他对待自己的父亲和对待自己的儿子,就像对待自己的绊脚石。家中的三兄弟的道路只是短暂地有过重叠,随即就又叉向了各自的方向。