Study On The Meaning Consturction Of Advertisements On Amazon Webpages From The Perspective Of Visual Grammar

In the information age,the prosperity of e-commerce makes it possible for people to know detailed information of products by browsing e-commerce advertisements at home.Since visual language is easier to be accepted and understood than long-winded texts for customers,diverse modes such as images,colors and sounds are utilized to realize the meaning construction of e-commerce advertisements.The research data are 246 pieces of advertising images collected from the homepage of Amazon from September 1st,2019 to October 31 st,2019.By adopting research methods like literature research,case study,qualitative analysis and quantitative analysis,the present thesis is going to find out characteristics and features of meaning construction of advertising images from the perspective of Visual Grammar proposed by Kress & Van Leeuwen to provide some helpful suggestions for e-commerce advertising designers.The thesis yields the following findings:At first,in terms of representational meaning,the percentage of conceptual images is much more than the percentage of narrative images,which indicates that the majority of advertising images on Amazon webpages aim to objectively present characteristics and properties of products rather than involve emotional factors in them.Besides,interactive meaning is constructed by contact,social distance and attitude.As for contact,the percentage of offer images is much higher than that of demand images,which implies that advertising images on Amazon are intended to offer information of goods instead of demanding something from viewers by building an imaginary relationship with them.In terms of social distance,the ratio of images shot from medium distance is much higher than that of long distance and short distance,which means that advertisers want to build a more formal and friendly business environment.When it comes to attitude,frontal images are more frequently used than oblique ones,showing that most of advertising images on Amazon make viewers be participants but not just onlookers.The eye-level image takes up the largest proportion from which we can infer that an equal relationship is popular between represented participants and viewers.Finally,compositional meaning is realized by information value,salience and framing.From the perspective of information value,center-margin structure is more popular to present information.Within the center-margin structure,the most important element is placed at the center while subservient elements are put around.The salience is often realized through bigger size,color contrast and placement.In terms of framing,advertising images are often disconnected by empty space,frame lines and color difference.Some implications for e-commerce advertising designers are listed as follows: First of all,advertising images should objectively offer the information of goods rather than involve some emotional factors to influence customers? judgment.Besides,represented participants and viewers should keep the social relation,which helps create a formal business environment.Third,it is better to use frontal images which will bring viewers a sense of involvement.Fourthly,an eye angle image helps to build up an equal and friendly relationship between represented goods and interactive viewers.Fifthly,in terms of the information value,the most important one should be situated at the center position while other elements should be put at margin.Finally,the salience of the element can be realized by bigger size,color contrast and placement.And images can be framed by frame lines,empty space and color contrast.