网购商品广告的话语混杂分析

An Analysis of the Discourse of Online Shopping Commodity Advertising

在电子商务高速发展的现代社会,广告文本形态各异,无处不在,日益影响人们的日常消费。通过阅读精心策划的广告文本,消费者对商品形象进行了心理构建。因而本文分析商品书面广告文本(商品简介)中大量的领域话语混杂和体裁话语混杂现象,揭示话语混杂下广告话语意义的再生产,剖析其如何满足消费者心理期待,从而影响消费者消费行为这一过程。

In the modern society of the rapid development of electronic commerce, the advertising texts are different in different forms, which is increasingly affecting people＇s daily consumption. Through the careful planning of advertising text, the consumers make the psychological construction to the commodity image. Therefore, the text analyzes a large number of fields in the text of advertis- ingtext andthediscourseofthegenre, andrevealstheregenerationofthemeaningof discourse.