A Study Of Interpersonal Meaning In New Product Press Release Of New Digital Products

A press release is a written communication directed by members ofthe news media announcing information newsworthy. It can be producedby companies and organizations to make the public know about their newproducts, awards acquired, and services offered to their customers.Among the above press release mentioned, the press release forintroducing new products is called new product press release. The newproduct press release is thought to be composed to achieve the followingpurpose, namely: firstly, it aims to inform the customers about the launchof their new products and send more positive information to thecustomers which tries to convince about the fact that their products haveadvantage over other companies’ products of the same kinds to arouse thecustomers’ desire; secondly, it aims to attract the attention of other publicpress media including TV, broadcast, newspaper, magazine and so on.In recent years, the new digital products have achieved a jump indevelopment. Nearly all young and middle aged people have smartphones and everyone desires for an iPad. We may call these products,including smart phones like iPhone and Samsung phones and Tablet PClike iPad and Surface, the new digital products. Of course, their success ispartly due to the new experience they bring to the consumers. Yet, beforethey are delivered to the sellers, they must be first introduced to the public and media by the official press release. So the official pressreleases will give the public and media the first impressions about thenew products. And it’s very important to compose a good official pressrelease, especially for the new digital products.In this thesis, the author chooses30new products releases about newdigital products from the American official websites of Apple Inc.,Samsung and Lenovo, which are all successful companies of new digitalproducts. The author will try to exploit how interpersonal meanings areachieved in the NPPR of NDP with the theoretical inspiration frominterpersonal function and appraisal theory. The thesis reveals that theNPPR does have its features in achieving interpersonal meaning throughvarious elements and resources under interpersonal function and appraisaltheory. Those features depend on the main purpose of the NPPR of NDPand what kind of meaning the company wants to convey in NPPR ofNDP.This study attempts to exploit how the successful companies of newdigital products establish and maintain relationship with the consumersand media through interpersonal meaning in their new products pressrelease, which may serve public relation writers and the learners ofbusiness practical writing. This thesis will also intend to help othercompanies in composing their new product release for better publicizingnew products, give inspirations for future relative researches and arouse people’ awareness of the fact that the interpersonal meaning widely existsin the new product press release and interpersonal meaning can trulyinfluence consumers in their thinking about the products or services.