A Study On Appraisal Resources In Huawei Global Product Launches Hosted By Yu Chengdong

Product launches refer to one of the most important marketing strategies that enterprises use to popularize and preheat the upcoming new products before they are put on the market so as to promote their sales.Through product launches,the host can introduce the related information of new products to the audience,such as their performance,external design and internal structure,thus appealing to the audience with these specialty features and outstanding advantages.As a result,the prospective consumers will be convinced to purchase new products.Therefore,product launches are supposed to contain rich appraisal resources to achieve their promotionality.However,scholars both at home and abroad have not paid much attention to the research of product launches.The existing studies are mostly confined to the analysis of the presentation skills of product launches,their marketing effects and the strategies of translating these launches from English to Chinese.Lamentably,so far,few scholars have touched upon the interpersonal meanings of product launches from the perspective of the appraisal theory.Against this background,within the framework of the appraisal theory,the thesis,with six Huawei global product launches by Yu Chengdong from 2018 to 2020 as the research object,analyzes both qualitatively and quantitatively the appraisal resources therein with the aid of IFLYREC and UAM Corpus Tool 3.3.It aims to answer the following questions:1.What is the overall distribution of appraisal resources in Huawei global product launches?2.What is Yu’s motivation for such a deployment?3.How does he utilize these appraisal resources to serve his purpose of persuasion?The findings are:1.These launches involve a wealth of appraisal resources,among which attitude resources take the largest percentage,followed by graduation resources and then engagement resources.Within the attitude resources,the proportion of appreciations(76.74%)ranks higher than that of judgements(16.47%)and affects(6.79%)combined;within the graduation resources,graduations superimposed on attitude(97.92%)greatly outnumber those on engagement(2.08%);within the engagement resources,dialogic contractions(79.40%)outweigh dialogic expansions(20.60%).2.Within the attitude resources,Yu prefers to employ more appreciations in that appreciations make his evaluations more objective and persuasive and thus better achieve the persuasion.Within the graduation resources,the superimposition of more raises on attitude over those on engagement is attributable to the fact that attitude resources in these launches can mostly be enhanced while many contractions within the engagement resources can hardly be scaled up.Within the engagement resources,Yu gives preference to contractions because in so doing,he can align the audience into a community of shared value and accept his positive view about Huawei and Huawei products.3.Yu persuades the audience to purchase Huawei products by utilizing various appraisal resources.Within the attitude resources,Yu effectively demonstrates the strength of Huawei and the superiority of Huawei products by means of happiness,inclination,positive capacity and positive reaction.Within the graduation resources,Yu intensifies his attitudes and strengthens his position by employing lots of raises and a few sharpens.Within the engagement resources,besides making his propositions more credible,acceptable and convincing through entertain,Yu highlights the advantages of Huawei products and deepens the potential consumers’ impression about them through counter and deny.