摘要
Unflattering representations of salesmanship in mass media exist in abundance. In order to gauge the depiction of selling in mass media, this article explores the nature and public perceptions of salesmanship using editorial cartoons. A theory of cartooning suggests that editorial cartoons reflect public sentiment toward events and issues and therefore provide a useful way of measuring and tracking such sentiment over time. The criteria of narrative, location, binary struggle, normative transference, and metaphor were used as a framework to analyze 286 cartoons over a 30-year period from 1983 to 2013. The results suggest that while representations of the characteristics and behaviors of salespeople shifted very little across time periods, changes in public perceptions of seller–buyer conflict, the role of the customer, and selling techniques were observed, thus indicating that cartoons are sensitive enough to measure the portrayal of selling.
摘要译文
在大众媒体推销的不讨好的申述abundanceIn为了衡量在大众媒体卖的描述存在，本文探讨的性质和公共使用的漫画编辑cartoonsA理论推销的看法表明，政治漫画反映了对事件的公众情绪和问题，因此提供测量及以上的叙述，位置，二元斗争，规范转移及时报告标准跟踪这种情绪的有效途径，并比喻被用来作为一个框架来分析286动画片超过30年的时间，从1983年至2013The结果表明，虽然特性和销售人员的行为表示跨越的时间段，在公共卖方鈥揵uyer冲突，客户的作用，和销售的技术的认知变化偏移很少观察到，因此表明卡通是足够灵敏衡量销售写照
Ria Wiid . No joke[J]. Marketing Theory, 2016,16(2): 171-193