Research On The Rhetoric Strategy Of Microblog Advertising

Sina microblog Development Statistics Report Network" February 3,2015 China Internet Network Information Center released by the number of Internet users in China in December 2014 has reached 649 million, the annual total of 3117 million new users. Internet penetration rate of 47.9%, and by the end of 2013 compared to Internet penetration rate improved 2.1 percentage points. Among them, the total number of users of mobile Internet use is 557 million, an increase compared with 5672 million in 2013. The proportion of the population using mobile Internet users to enhance the proportion of the total to 85.8%; China’s Internet users accounted for 27.5% of Internet users in rural areas, the scale of 178 million,188 million increase compared with the end of 2013. Urban growth rate of Internet users is large, compared to growth of 2929 people by the end of 2013. By the end of 2013, the data center by microblog release of "2014 Sina microblog users Development Report" that, as of September 2014, microblog daily active users has reached 76.6 million, compared with 2013 growth of 30% over the same period; monthly active users reached 167 million people, an increase of 36% over last year, with the continuous improvement of the microblog platform functionality, microblog users gradually stabilize and maintain sustainable growth. "2013 Annual electricity supplier microblog Development Report" that microblog account in official electricity supplier class a total of 80,000, the electricity business enterprises also pay more attention to social networks operate on promotion. Based on the above data is easy to see, as the social media microblog software, has not only carries the functions of social interaction for businesses to provide marketing may also attract a large number of companies settled microblog, microblog advertising will come into being. Although microblog provides a platform for businesses to advertise, but how to do advertising is a top priority for all businesses do, microblog advertising strategy is an important part of the microblog advertising.Microblog advertising research has been a considerable breakthrough for the domestic microblog advertising research in the initial stage, the microblog advertising rhetoric research is still noteworthy topic. This paper studies rhetoric, rhetoric and microblog advertising theory with visual rhetoric, rhetoric from the text, images and video rhetoric rhetoric rhetoric aspects to integrate research on the microblog advertising, and advertising strategies for microblog study article innovation. Based on the existing academic research on the combination of characteristics of the media microblog, summarized the applicable microblog advertising rhetoric rhetorical models, including Repetition, reversal of speech, the replacement of speech, unsteady rhetorical, and found a variety of speech and rhetorical corresponding in Chinese.In this paper, millet phone,21 cake, NANASTORE three microblog sample object, drawn on the basis of 600 samples, the samples were analyzed and coded text analysis, literature search, text analysis, summarized the approach from the longitudinal direction analysis of the micro-blog advertising rhetorical strategy gradually showing increasing trend:whether millet phone,21 cake, NANASTORE, three sectors of the three microblog sample object, over time the growth of the use of microblog, microblog its rhetorical strategies in advertising use is more frequent. Original proportions and trends presented forwarding:Forward proportion higher than the original ratio. Rhetoric proportion occupied by presenting trend:justice becomes the proportion of speech is the highest. In addition, the cross-sectional analysis of the frequency of occurrence of each rhetorical ratio:original microblog advertising content, the relationship between the form of micro-blog advertising, rhetorical strategies and forwarding microblog advertising volume, the amount of comments, the point between the amount of praise, final results of the rhetorical strategies microblog advertising strategy includes two levels, namely a single rhetorical strategies and multiple rhetorical strategies.microblog advertisers are after binding properties of the product to microblog fans as the core, to develop micro-blog advertising communication strategy. Through a series of data analysis, the core microblog advertising rhetorical strategy is actually based on characteristics of the media advertising creative staff microblog, providing consistent with micro-Bot point copywriting, using appropriate rhetorical figures of speech, thereby increasing the microblog fans on the micro Bo’s attention, participation, awareness, making the microblog advertising can achieve the desired advertising effect.In this study, different sectors were investigated microblog advertising rhetorical strategies, but also to change the microblog advertising rhetorical strategies used at different times within the same industry are described, is a summary from the horizontal and vertical dimensions. However, this study selected the microblog sample, the time span of up to a year and a half, as the sample, the first is to clarify the whole to meet the basic needs of advertisers Microblog advertising Rhetoric situation, but because of the shorter time span, so a little lacking in the longitudinal study, but it is unable to overcome the deficiencies of, because of the time microblog in China’s development itself is not too long. In addition, on the microblog advertising rhetorical strategies classification criteria, although some studies draw constructed, but still need to continue to wait for the verification and supported.Microblog advertising rhetorical strategy is still not clearly defined in the academic disciplines which belong to the factions, so it is a comprehensive study of an interdisciplinary class style. Microblog advertising strategy and advertising rhetoric, semiotics, linguistics, rhetoric, psychology and other disciplines closely linked. With the development of microblog advertising will be more mature and perfect, the use of rhetorical strategies microblog advertising will increase as advertisers are advertising creation and sustainable development, and this is bound towards a meticulous, the depth of the trend, the advertising industry will combine theory and practice, will continue to develop relevant research continues to consolidate.