Discourse Strategies and Construction Modes of Light Food Advertisements on the WeChat Platform
The light food advertisements on the WeChat platform portray"Light Food"as a healthy,nutritious,delectable,and convenient option that aids in weight reduction and body shaping by overlexicalization,relexicalization,binary opposition colloca-tion,as well as health discourse,technical discourse,and fashion discourse.The advertising discourse of light food reflects prevail-ing health anxiety and growing health desire in contemporary society.While mirroring societal realities,it reshapes the brand-cus-tomer relationship and guides individuals'lifestyle choices through conveying life concepts and ideal goals.Actually,eating light food,which is represented as technologies of the self in advertisements,is not only shaped by external disciplinary forces,but also probably evolves into a form of self-discipline.These persuasive advertising discourse may be commercial rhetoric.It overlooks the complexity and diversity of factors influencing health,avoids challenges related to body management,conceals false information and makes exaggerated promises.
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