【摘 要】
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“Live e-commerce sales” is a new business model launched by e-commerce enterprise platform to sell goods in the form of live broadcast. Depending on the live
【机 构】
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东北财经大学国际商务外语学院,辽宁 大连 116025
论文部分内容阅读
“Live e-commerce sales” is a new business model launched by e-commerce enterprise platform to sell goods in the form of live broadcast. Depending on the live broadcast platform and promoting products, the anchor interacts with consumers, which constructs a multimodal advertising discourse. Taking the live broadcast of clothing sales of a well-known brand on Taobao. com as an example and based on the multi-modal analysis theory, this paper calculates the use of multi-modal resources of the live broadcast. It also analyzes the features of modal collaboration and discourse structure oriented by brand building, explores the multi-modal discourse model of e-commerce live sales.
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