电子商务广告文案的多模态话语构建与传播效果

Multimodal Discourse Construction and Communication Effect of E-Commerce Advertising Copy

摘要: 本文旨在系统分析电子商务广告中多模态话语的构建方式及其对传播效果的潜在影响。基于多模态话语理论，本文从图文、视听与交互三种模态入手，理论推演其在“信息呈现–情感唤起–行为促动”过程中的作用机制。研究重点探讨不同模态组合如何可能影响消费者的注意力分配、信息理解、品牌态度及行为意向，并从理论上阐释高整合性图文、情绪协调的视听组合以及交互设计的积极作用，以及模态冲突与信息冗余可能导致的负面效应。本研究通过理论分析与典型案例推演，为电商广告的多模态设计提供理论框架与策略思路。

Abstract: This paper aims to systematically analyze the construction modes of multimodal discourse in e-commerce advertising and their potential impacts on communication effects. Based on multimodal discourse theory, this paper starts with three modalities: image-text, audio-visual, and interaction, and theoretically deduces their mechanisms in the process of “information presentation-emotion arousal-behavior activation”. The study focuses on how different modality combinations may influence consumers’ attention allocation, information comprehension, brand attitude and behavioral intention. It theoretically explains the positive effects of highly integrated image-text, emotionally coordinated audio-visual combinations and interactive design, as well as the negative effects possibly caused by modality conflicts and information redundancy. Through theoretical analysis and deduction of typical cases, this study provides a theoretical framework and strategic ideas for the multimodal design of e-commerce advertising.