后现代消费社会下电商“双11”广告语研究

Research on “Double 11” Advertisements of E-merchants under Post-modern Consumer Society

从后现代消费社会视角出发,在梳理天猫商城、京东商城、苏宁易购(1)等几大电商近5年"双11"广告语的基础上,总结出电商"双11"广告语的特点,以揭示"双11"广告语背后的生成动因,并试图从语言学角度为后现代消费社会中的广告竞争带来启示。

This paper sorts out the past-5-year ＂double 11＂ advertisements of the major E-merchants such as Tmall, Jingdong Mall, Suning E-commerce, etc. and summarizes the linguistic features of the ＂double 11＂ advertisements of the E-merchants from the perspective of the post-modern consumer society, in order to expose the generative motivation of the ＂double 11＂ advertisements. The present study aims to bring some enlightenment for commercial competition in the post-modern consumer society.