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.