Show simple item record

dc.contributor.author周 雨
dc.contributor.author林 琳
dc.contributor.authorYu Zhou
dc.contributor.authorLing Lin
dc.date.accessioned2015-03-16T00:17:30Z
dc.date.available2015-03-16T00:17:30Z
dc.date.issued2014
dc.identifier.citation现代广告,2014(第21期):80-88,55zh_CN
dc.identifier.issn1007-2888
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/84800
dc.description.abstract段子”是社会上流行的让人发笑、引人注意、发人深思的“脱口秀”,“段子营销”是一种以微 博为平台,以“段子”为载体的营销方式。本文从幽默和修辞理论入手,通过内容分析法,研究了“段子营销” 中幽默手法的主要类型、幽默手法在不同产品类别中的表现以及幽默主题和产品的相关性。结果发现:(1)段 子营销使用最多的幽默手法有“对比”、“重复”、“夸张”和“仿拟”,与常见的广告修辞相似;使用最少的是“字戏” 等传统幽默。(2)应用段子营销最多的是“网站应用”、“游戏”和“数码产品”等与互联网联系紧密的产品类别。 (3)段子营销重视幽默主题与产品的相关性,显著的广告目的和隐蔽的内容设计是其特色。 Duanzi is a popular "talk show" catching attention, making people laugh, and provoking thought. Duanzi marketing is a strategy of utilizing funny Duanzi on the micro blogging for advertising purpose. This article studies main types of humor rhetoric, humor performance in different product categories, and relevance between humor themes with product placement. The results showed that: (1) "contrast", "repeat", "overstatement" and "parody" are most frequent humor techniques, which works in advertising rhetoric. Chinese traditional "word play" is unusual. (2) Duanzi is applied most in Web& App, game and digital products such categories closely linked to the Internet. (3) Successful Duanzi marketing pays much attention to humorous theme relevant to creative placement of product or brand. Reasons and suggestions are discussed.zh_CN
dc.language.isozhzh_CN
dc.publisher《现代广告》杂志社zh_CN
dc.subject段子zh_CN
dc.subject段子营销zh_CN
dc.subject幽默zh_CN
dc.subjectDuanzizh_CN
dc.subjectDuanzi Marketingzh_CN
dc.subjectHumorzh_CN
dc.title段子营销中的幽默手法分析zh_CN
dc.title.alternativeHumor Rhetoric in Duanzi Marketingzh_CN
dc.typeArticlezh_CN


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record