Affiliation:
1. School of International Studies, University of International Business and Economics, Beijing, People’s Republic of China
2. School of Languages and Communication Studies, Beijing Jiaotong University, Beijing, People’s Republic of China
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.
Funder
Fundamental Research Funds for the Central Universities
Subject
General Business, Management and Accounting,Communication,Business and International Management
Cited by
3 articles.
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