| Under the background of globalization,the development and popularization of the Internet make the information dissemination tend to be multimedia.Moreover,the advertising analysis has a bran-new development from the single text to various modes of interactive communication.As the media can best reflect the characteristics of the present era,the advertisement has become the research focus of many scholars at home and abroad.The rise of the Internet has driven the development of e-commerce.As a platform for online transactions,the advertising design of the platform has a significant impact on its success.Traditional discourse analysis concentrated on the text of online advertisement while ignored the meaning and function of visual modes.However,fully understanding the meaning of advertisements depends on the interpretation of the image and the text.This study employs the system of Combined Network of Status and Logico-semantics developed by Radan Martinec & Andrew Salay and aims at analyzing what kinds of design these advertisements have to enhance the attraction in the hope of providing a new perspective for business English and facilitating other e-commerce platform developers to master the image-text pattern of the promotional advertisements especially for ads designers,so as to draw consumers' eyes and increase the sales effectively.The data of the study are advertisements of electronic products,clothing and watches with top-three sales sold by Amazon & E-bay in the Christmas season in 2016.This thesis is based on the “Network of Combined Status and Logico-semantic” proposed by Martinec and Salway and applies the survey method and control variate method to compare and analyze the image-text relationship of the advertisements in Amazon and E-bay.Meanwhile,the thesis attempts to answer the following questions:(1)What kind of image-text status relations exist in the promotional ads of the Amazon and E-bay online marketplaces?(2)What kind of logico-semantic relations exist in the promotional ads of the Amazon and E-bay online marketplaces?(3)How do image and text of these ads coordinate to broaden their appeal?The thesis yields the following findings : Firstly,in Amazon and E-bay online marketplaces,the status relationship between the image and text of these three types of products is the same,that is,the images and text are under the equal status.Secondly,there exist differences in logical-semantic relations of these three types of products in Amazon and E-bay,which is embodied in the following two aspects: the main design patterns in Amazon is extension and enhancement,but the image and text mostly show extension relationship;exposition,exemplification,extension and enhancement relationship exist in E-bay'sadvertisement,nevertheless,the dominating one is extension.Finally,in Amazon's advertisements,the images and the texts are dependent on each other.The texts provide additional product information to further interpret the images,so this kind of design is convenient for the consumers' comprehension of the products.Conversely,the advertising design in E-bay is relatively simple,which consists of only one image and one title.The degree of generality of the elements in the images and the texts are the same.The product information cannot be obtained from the images,meanwhile consumers cannot know about from the texts in the current page.Therefore,there are also significant differences in the number of customer reviews of similar products between the two websites.Through the analysis of advertisements in Amazon and E-bay online marketplaces,the present study testifies the applicability of Martinec and Salway's image-text relation system.Trying to study advertising design from the perspective of linguistics may be a new perspective for business English research.In the meantime,it is hoped that this study will enlighten and motivate the advertising planners of other e-commerce platforms and designers to launch an online shopping facility,so as to greatly facilitate people's life. |
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