中国全球化品牌社交媒体英文广告人际资源应用研究

Exploring the Interpersonal Resources in Chinese Global Brand Advertising in Social Medias

元话语是组织语篇、表明立场、吸引受众投入的人际资源。研究基于Hyland的人际资源分类模型,探析中国全球化品牌社交媒体广告人际资源使用特点以及这些人际资源是如何实现人际互动的。发现:这些广告使用较多的人际交互型资源(包括强化标识、态度标识、自我提及、读者关联、指令、问题六种)与受众构建关系;使用较少的文本交互型资源(包括过渡性标识和证源标识)来引导受众理解广告文本。同时,也发现品牌广告在人际资源利用方面存在个体差异。基于上述发现,研究提出了相关建议,可为品牌策略和广告实践提供参考。

With the rapid development of social media,many domestic brands have begun to use overseas social media advertising to build brand image and interact with target audiences.Basing on Hyland's classification of personal sources,this paper explores application of personal sources in Chinese global brand advertising on social medias.Findings show that more interactional resources including Attitude marker,Self-mention,Reader pronoun,Directive and Question,and less interactive resources involving Transition,Evidentials are used to interact with target audiences.Meanwhile,Individual differences of the use of personal sources are also found.Based on these findings,suggestions are provided,which contribute to brand strategy and advertising practice.