语篇信息视角的电商网站旗帜广告多模态语篇导购功能分析  

A Study of Shopping-guide Performance of Multimodal Banner Discourse on E-commerce Websites from the Perspective of Discourse Information

作　　者：关鑫 GUAN Xin(The Department of Foreign Languages,Zhaoqing University,Zhaoqing 526061,China)

机构地区：[1]肇庆学院外国语学院,广东肇庆526061

出　　处：《中原工学院学报》2018年第2期17-25,共9页Journal of Zhongyuan University of Technology

摘　　要：电子商务购物网站的旗帜广告提供新产品、畅销产品、促销活动等资讯,发挥着邀请消费者参加互动、激起消费者购买欲望、促成交易的导购功能。旗帜广告由图像和文本两部分组成,属于多模态广告语篇。基于广告是一种传递信息的方式这一定义和消费行为是一种信息处理过程这一理解,对卓越亚马逊、京东商城和天猫商城中国三大电子商务购物网站主页的旗帜广告语篇进行多模态分析,揭示了语言语篇和非语言语篇信息结构特点、关联方式,并探讨了它们在影响广告读者心理、促成交易过程中所发挥的作用。分析结果显示旗帜广告中的图像和文本借助信息相互关联、相辅相成,共同发挥作用,完成导购功能;该研究还表明,优化旗帜广告中文本与图像的关联方式可以提高旗帜广告的有效性。The banner advertisements on the E-commerce websites offer the information of new goods,best sellers,and promotions etc.,which aim to attract the customers,arouse their desire for shopping,and then guide them to a deal.A banner advertisement is a multimodal advertisement discourse composed of text and images.Based on the ideas of defining advertisements as one way to transmit information and consuming behavior as the course of processing information,this paper analyzes the banner advertisements sampled from the Chinese E-commerce websites of Amazon.cn,TMALL.COM,and JD.COM and demonstrates the characteristics of information structure of both linguistic and non-linguistic discourse in a banner,as well as how images are interrelated with text through information,to influence customers and guide consumers to a deal.The results show that the images and texts are mutual connected through information to fulfil the banner’s shopping guide performance,and on the other hand,the effectiveness of banners can be achieved through perfecting the relevance between text and images.

关 键 词：信息 旗帜广告 多模态 文本 图像 导购 

分 类 号：H08[语言文字—语言学]