梅赛德斯–奔驰广告语篇中的企业形象建构研究

A Study on the Corporate Image Construction in the Mercedes-Benz Advertising Discourse

摘要: 广告作为企业形象传播最直接的方式，不仅能够从视觉上向消费者直观地展示产品，同样也能从文本话语中传递企业理念与文化。本研究以梅赛德斯–奔驰为庆祝She’s Mercedes女性平台成立五周年所发布的广告《She’s all of us》为研究对象，采用文本分析法对其进行分析，以探究梅赛德斯–奔驰在该则广告语篇中所建构的企业形象。研究发现，在这则广告中，梅赛德斯–奔驰将企业构建成快乐自由的追求者与勇敢的追梦者、社会先锋者与责任承担者、质量引领者与顾客至上者等，将自己进行差异化定位，建立了与受众沟通的桥梁，提升了企业美誉度，这对企业未来发展具有重要意义。

Abstract: Advertising, as the most direct way of corporate image communication, can not only visually dis-play products to consumers, but also convey corporate philosophy and culture through the text discourse. This study takes the advertisement “She’s all of us” as the research object, which is released by Mercedes-Benz when celebrating the fifth anniversary of the establishment of She’s Mercedes. Through the text analysis, this study aims to explore what kind of image it has constructed for the enterprise in the advertisement discourse. It is found that in this advertisement, Mercedes-Benz builds itself into a pursuer of happiness and freedom and a brave dream chaser, a social pioneer and a bearer of responsibility, a quality leader and a customer server, positioning itself differently and building a bridge to communicate with the audience, which helps enhance its reputation and is of great significance to the future development of the enterprise.