Speech Manipulation in Chinese Web Advertising

Abstract

The results of speech manipulation research in different
languages can be used to establish intercultural communication in various fields. This article is devoted to the study of speech manipulation, in particular to the analysis of the speech manipulation aspects on the material of the Chinese web advertising discourse (online advertising). Language data were collected from the Internet blogger Viya livestreaming with a total duration of about 6 hours. The research describes the standard communication strategy, tactics and also consistency in
product presentation made by the popular Internet blogger Viya. We identified four main communication strategies used by Viya: speech strategy of conquering the consumer, speech strategy of appealing to someone’s mind, speech strategy of appealing to someone’s emotions and speech strategy of advantage. The analysis showed that the strategy of conquering the consumer and the strategy of appealing to someone’s mind are the most often used strategies of Viya's advertising.