当代外语研究

当代外语研究››2020,Vol. 20››Issue (5): 67-76.doi:10.3969/j.issn.1674-8921.2020.05.008

• 语言研究 •上一篇下一篇

立体式营销广告的多模态语篇模式建构

陈冬纯(), 陈燕霞

  1. 广东财经大学,广州,510320
  • 出版日期:2020-09-28发布日期:2021-10-26
  • 通讯作者:陈冬纯 E-mail:cdcch@163.com
  • 基金资助:
    *本文系2016年广东省教育科学规划项目“多媒体语境下的英语语用教学与评估”的阶段性研究成果之一(2015GXJK040)

The Multimodal Discourse Model in Stereoscopic Marketing Advertising

CHEN Dongchun(), CHEN Yanxia

    • Online:2020-09-28Published:2021-10-26
    • Contact:CHEN Dongchun E-mail:cdcch@163.com

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    摘要：

    立体式营销是利用线上线下相结合的新型商业模式,众多品牌通过举办线上营销沙龙实现广告营销目标。营销主播依托直播平台展示和推介产品与线下顾客互动,构建了多模态广告语篇。本文以一个知名品牌营销沙龙为例,基于多模态分析理论,统计该沙龙的多模态资源使用情况,并分析其以团队建设和品牌建设为导向的模态协同和语篇结构特征,探索立体式营销广告的多模态语篇模式,以期为新型商业模式的话语研究提供借鉴,为企业营销开展立体式广告提供策略指导。

    关键词:立体式营销广告,多模态语篇模式,语篇分析,模态协同

    Abstract:

    Stereoscopic marketing is a new business model online and offline, in which marketing salons are sponsored for advertising and brand promotion. Multimodal discourses are constructed when the the marketing anchors display and promote products on the live broadcast platform, making interaction with the offline customers. This study takes a famous brand marketing salon as a sample discourse and make statistical analysis about the contribution of multi modal resources involved in the marketing event. The multimodal discourse theory is referred to as a framework to explore the structure features in discourses with both target customers orientation and brand orientation. The model of the multimodal discourse in Stereoscopic Marketing Advertising is then formulated as an interpretation of the new stereoscopic marketing advertising as well as a guidance for enterprise marketing.

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