| In modern society,everyone can't live without smartphones and smartphone ads are everywhere.Smartphones are consumer products with a shor t iteration cycle,which is one of the reasons why people are committed to the latest smartphones.On this basis,mobile phone developers are devoted to attractive advertising in order to convince consumers to choose their products from the market full of many mobile phone brands.Nowadays,the globalization trend of mobile phone market is expanding.As the benchmarks for the Chinese market and the US market respectively,a comparative study of mobile advertising between Huawei and Apple can provide some guidance for Chinese and American mobile phone brands in the market of the other side and suggestions on more effective advertising discourse for each other.Once the ideology in the advertisement caters to local customer needs and culture,consumers are more likely to be impressed.This paper adopts the three-dimensional model of Fairclough as the analytical framework and extracts 45 ads from the official propaganda platform of Apple and Huawei respectively to build two small corpora to analyze their advertising.This study of Chinese and English mobile advertising finally reveals how advertisers can use the manipulation of ideology to enhance the persuasive function of advertising.The results show that the second personal pronoun is most frequently used in Huawei's advertisements to make consumers feel its efforts of putting consumer demand first in the process of product design,while Apple prefers to use “it” to express the objective attitude it has over the product since it looks like Apple advertises the smartphones from a third-party perspective.In this way,advertisements are more convincing.Modal operators are not frequently used in both kinds of advertisements.Huawei uses more high value modal operators and exclamative sentences to make the advertising more attractive,while Apple advertisements use more low value modal operators so as to make room in advertising.Both sides tremendously use declarative clauses to show the functions and characteristics and other information of the smartphones to enable consumers to understand products more comprehensively.Huawei prefers to use Internet buzzwords in advertisements to enhance consumers' impression on advertisements and show elegant and indifferent attitudes in advertisements many times.It also makes use of generic intertextuality to make the forms of advertisements diversified,which not only caters to readers' reading habits,but also combines product images with aesthetic marketing,so as to achieve deep-rooted publicity effect.Apple is good at embedding some life concepts in advertising texts: to convince consumers that life with an iPhone will be smarter and more convenient.From the perspective of product image,Apple expresses the enterprise spirit of “surpassing the past and making the best product”,leaving the reader with positive,ambitious and innovative impression.This is an effective strategy for catering to consumers' taste and mentality. |
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