Exploring the Interpersonal Resources in Chinese Global Brand Advertising in Social Medias
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 appli-cation of personal sources in Chinese global brand advertising on social medias.Findings show that more interactional resources includ-ing Attitude marker,Self-mention,Reader pronoun,Directive and Question,and less interactive resources involving Transition,Eviden-tials 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.
Chinese global brandsocial media advertisinginterpersonal resources
万方数据
维普
