当代中产阶层消费品味的制造——基于网易严选文案的文本分析

The Manufacture of Consumption Taste of the Contemporary Middle Class: Text Analysis of Wangyiyanxuan Text

随着社会消费的升级,大众消费也逐渐从物品的消费过渡到情怀和文化符号的消费。作为认知度较高的精选电商平台,网易严选通过产品文案文本进行情感消费营销,进而制造出了当代中产阶层的消费品味。研究表明,网易严选所针对的消费群体是当今社会的轻中产人群,文案通过正向叙事和反向叙事的方法,使其潜在的消费群体清晰地看到他们所对应的中产阶层趣味,并保持他们对网易严选所制定的消费模式的依赖性,完成对中产阶层消费品味的制造。

With the upgrading of social consumption,the public consumption has also shifted from the consumption of goods to the consumption of feelings and cultural symbols.As a highly recognized selected e-commerce platform,Wangyiyanxuan creates the texts of product to achieve emotional consumption marketing,thus manufacturing the consumption taste of the middle class.Studies have shown that Wangyiyanxuan chooses the light middle class in today’s society as the target consumer group.Using the method of forward and reverse narration to create the texts,Wangyiyanxuan has oriented the potential consumer group to the middle class lifestyle,and kept them dependent on its consumption patterns,thus finalizing the manufacture of middle class consumption taste.