Research On Sales Anchors'Self-presentation Strategy from the Perspective of Burke's Identification Theory
In the era of new media,more and more people tend to make purchases in live-streaming studios.The self-presentation of sales anchors becomes increasingly important.Live-streaming presentation not only affects the audience's feelings but also directly relates to the effectiveness of product sales.In fact,the rhetoric used in live-streaming is in line with some western new rhetoric theory.Burke argues that the effectiveness of communication stems from the establishment of"identification"between the speakers and the audience.In live-streaming sales,anchors use various methods to bridge the psychological distance with audience,essentially,seeking sympathy,adversarial identification,and mistaken identification.The success of live-streaming sales relies on whether the anchor can flexibly apply strategies from the theory of"identification"to resonate with the audience and ultimately enhance the sales conversion rate.
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