评价理论视角下直播营销话语的介入资源分析

EDTR

Educational Theory Observation

2995-50172995-5025

Art and Technology

10.61369/EDTR.2026070003

Article

评价理论视角下直播营销话语的介入资源分析https://artdesignp.com/journal/EDTR/4/7/10.61369/EDTR.2026070003王艳芳

2026

2026-07-20

直播作为一种高效的营销手段,在品牌推广中扮演着重要角色、本研究基于评价理论的介入系统,聚焦于跨境电商英语主播Joyce在激光耗材直播中的推广话语、研究将视频内容转写为约5400字的文本语料,并运用UAM Corpus Tool对其中的介入资源进行人工标注、结果表明Joyce在直播中主要使用对话扩展资源,尤其是容纳策略; 该资源使用频率高于对话收缩资源、尽管如此,这两类资源均共同服务于产品促销的目标、本研究的发现不仅深化了对激光产品直播话语的理解,也为相关从业者提供实践参考。评价理论,介入资源,直播营销话语

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