Research on “Double 11” Advertisements of Emerchants under Postmodern Consumer Society

›› 2017, Vol. 17 ›› Issue (2): 141-144.

Research on “Double 11” Advertisements of Emerchants under Postmodern Consumer Society

QIU Jin1,2

(1.School of Foreign Languages, Chongqing Jiaotong University, Chongqing 400074, China; 2.Graduate School, Sichuan International Studies University, Chongqing 400031, China)

Received:2016-12-11 Online:2017-04-01 Published:2017-04-23

后现代消费社会下电商“双11”广告语研究

邱晋1，2

1.重庆交通大学外国语学院，重庆 400074；2.四川外国语大学研究生院，重庆 400031

作者简介:邱晋（1981—），女，重庆人，重庆交通大学外国语学院副教授，四川外国语大学研究生院博士研究生，研究方向：心智哲学与语言、ESP 教学。

Abstract

Abstract: This paper sorts out the past5year “double 11” advertisements of the major Emerchants such as Tmall, Jingdong Mall, Suning Ecommerce, etc. and summarizes the linguistic features of the “double 11” advertisements of the Emerchants from the perspective of the postmodern consumer society, in order to expose the generative motivation of the “double 11” advertisements. The present study aims to bring some enlightenment for commercial competition in the postmodern consumer society.

Key words: postmodern consumer society, Emerchants, “double 11” advertisements

摘要： 从后现代消费社会视角出发，在梳理天猫商城、京东商城、苏宁易购①等几大电商近5年“双11”广告语的基础上，总结出电商“双11”广告语的特点，以揭示“双11”广告语背后的生成动因，并试图从语言学角度为后现代消费社会中的广告竞争带来启示。

关键词: 后现代消费社会, 电商, “双11”广告语

QIU Jin1,2. Research on “Double 11” Advertisements of Emerchants under Postmodern Consumer Society[J]. , 2017, 17(2): 141-144.

邱晋1，2. 后现代消费社会下电商“双11”广告语研究[J]. 重庆交通大学学报（社会科学版）, 2017, 17(2): 141-144.