The Contrastive Study on Discursive Construction of Identities and the Adaptation in Cosmetic Advertising
Anqi Ye,
Qian Li,
Mengchi Feng
Abstract:Discursive strategies are often used in cosmetic advertisements to construct different discursive identities in order to enter larger markets. Based on the graphic advertisements, the article reveals the dynamic selection and construction of discursive identities and their dynamic adaptation in the foundation advertisements of international brands and national brands. It is found that the cosmetic advertisements employ textual features to construct three discursive identities: one explicit identity for marketi… Show more
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