Study On Online Advertisement Of Electronic Products From Adaptation Theory

Over the course of the past two decades,we have witnessed the rapid development of the online economy and the exponential growth of e-commerce.The same technological innovations that gave rise to these developments have also lead to electronic products becoming an indispensable component of ordinary people’s daily lives.It follows logically that the online advertising language of electronic products has become a topic that merits serious academic investigation.This thesis attempts to deploy Verschueren’s adaptation theory as the theoretical framework through which such an analysis can be conducted,taking up the two related theoretical perspectives of contextual correlates of adaptability and structural objects of adaptability.Advertisements will be sourced from the official websites that market electronic products.These samples will comprise the bulk of our primary source material,and a combination of qualitative and quantitative methods will be utilized to study them.The issues we will examine include the language features of the online advertising language for electronic products,various contextual correlates that relate to these instances of advertising language use,and the degree to which such advertising language is suited to the psychology of modern consumers insofar as the language choices contribute to the commercial success of the products.According to the research I have conducted,first of all,the linguistic features of online electronic product advertising are adapted from the perspective of structural objects: These advertisements use relatively short and common words,mostly simple sentences and clauses of medium length.These features adapt to the needs of consumers on the Internet,to enable them to quickly and effectively capture advertisement information while browsing web pages.Secondly,the online advertisements for electronic products are adapted from the aspect of contextual correlates: in the mental world,they shorten the psychological distance with customers,offering direct benefits and the like;in the social world,they adapt to consumer’s social and cultural backgrounds;in the physical world,they adapt to time and space.Lastly,advertising designers use linguistic features such as imperative sentences,personal pronouns,and fuzzy expressions to adapt to the specific context of consumers.