影响聚美优品广告传播效果的篇章策略探究  

Exploration on the Jumei Youpin's advertising dissemination effect with text strategy

作　　者：靳开宇[1] 曹秋敏 

机构地区：[1]绥化学院文学与传媒学院,黑龙江绥化152061

出　　处：《安徽理工大学学报（社会科学版）》2014年第6期78-81,共4页Journal of Anhui University of Science and Technology:Social Science

基　　金：绥化学院重点学科"中国语言文学"建设资助

摘　　要：基于篇章语言学理论视角,对聚美优品系列广告语篇的篇章策略进行分析,认为该品牌发布的系列广告传播效果对于吸引目标消费群发挥了重要作用,从三个角度探究影响其传播效果的书面语篇加工策略,包括叙事性广告语篇模式的选择、缩短人际交际距离的人称代词以及具有审美效果的修辞手段来具体建构篇章策略连续体。其次还总结了利用音响和网络搜索页面定格化的展示方式作为辅助手段的视觉广告加工策略。Based on the theory of discourse linguistics, the paper analyzes the text strategy of a series of advertising texts, and concludes that the dissemination effect released by the advertising texts have played an important role in attracting targeted customers. The three angles, from which the dissemination effect of written text processing strategy is explored, include the selection of narrative advertising models, the personal pronouns shortening the distance in the interpersonal communication, and the concrete construction of text - strategic continuum with aesthetic rhetorical effects. Moreover, the paper summarizes visual advertising processing strategy as a supplementary means via the use of audio and web page - searching frames.

关 键 词：聚美优品 广告语篇 传播效果 篇章策略 篇章策略连续体 

分 类 号：H315[语言文字—英语]