A Cross-Cultural Genre Analysis of Firm-Generated Advertisements on Twitter and Sina Weibo

IF 1.8 2区文学 Q3 BUSINESS

Journal of Business and Technical Communication Pub Date : 2021-10-01 DOI:10.1177/10506519211044186

Xingsong Shi, Wenjing Wan

引用次数: 1

Abstract

To investigate the generic features of firm-generated advertisements (FGAs) in cross-cultural contexts, this study analyzed 327 FGAs by Dell Technologies and the Lenovo Group on Twitter and Sina Weibo. Integrating affordances and multimodality into genre analysis, the study showed that the FGAs were characterized by (a) flexible move structure, (b) persuasive language, (c) visual illustration, and (d) hyperlinks, hashtagging (#), and mentioning (@) functions. The FGAs on Sina Weibo, compared with those on Twitter, tended to use more language play, emojis, and contextual product pictures and show more emphasis on the niche of products, incentives, and celebrity endorsement.

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Twitter和新浪微博上企业广告的跨文化体裁分析

为了研究跨文化背景下企业生成广告的一般特征，本研究分析了戴尔科技和联想集团在推特和新浪微博上发布的327个企业生成广告。将可供性和多模态整合到体裁分析中，研究表明，FGA的特点是（a）灵活的动作结构，（b）有说服力的语言，（c）视觉插图，以及（d）超链接、标签（#）和提及（@）功能。与推特上的相比，新浪微博上的FGA倾向于使用更多的语言游戏、表情符号和上下文产品图片，并更加强调产品、激励和名人代言的利基市场。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business and Technical Communication Multiple-

CiteScore

5.10

自引率

18.20%

发文量

期刊介绍： JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.