商品详情网页广告的多模态语篇衔接探究——以淘宝电商平台的一则护肤类广告为例  

Cohesion Analysis of Multimodal Discourse on Product Detail Web Ads—A Case Study of a Skin Care Ad on Tao Bao E-Commercial Platform

作　　者：杨琪 孙乃玲[1] 

机构地区：[1]兰州理工大学外国语学院,甘肃 兰州

出　　处：《现代语言学》2023年第9期3844-3851,共8页Modern Linguistics

摘　　要：在无接触式网络购物的时代,商品详情广告扮演着“售货员”的角色,单向的尽可能全面的以图文相结合的方式向消费者呈现关于产品的信息,让消费者了解产品并对其产生认同感。本研究采用定性为主定量为辅的方式,以一则护肤类网页详情广告为案例,基于张德禄提出的多模态语篇衔接理论,分析该多模态广告中模态间与模态内的衔接关系以及这些衔接特征实现详情广告劝说功能的策略,同时从情景语境与体裁结构整体把握该多模态语篇的特征。本研究拓展了的理论应用研究范围,为商家在详情广告的制作提供一定参考,以更好的促进产品销售。In the era of online shopping featured with no physical contact to products, the product detail ad-vertisement, playing the role of salesmen made a one-way introduction to the information about products as comprehensive as possible in a combination of visual and verbal meaning resources so that customers can have a full understanding and a sense of identity to the product. This study adopted a qualitative and quantitative method and took a skin-care type of product detail adver-tising as an example. It, based on the framework of multimodal discourse cohesion proposed by Zhang Delu, analyzed the intro-modal and inter-modal cohesive relations in the advertisement and the ways multimodal cohesions contribute to the persuasive function of the advertisement. It also captured the characteristics of the multimodal discourse from the perspective of context and genre structure. This study expanded the scope of the employment of the theory by Zhang Delu and served to provide a certain reference for the production of the product detail advertising to better promote product sales.

关 键 词：多模态话语分析 衔接 图文关系 网络广告 

分 类 号：G63[文化科学—教育学]