A Rhetorical Study Of Mother Images In Video Advertisements For Baby Products

According to the 2019 China Advertising Association survey data show that in the advertisers favor the marketing method,content marketing is 77.6%,short video marketing is 61.7%,IP marketing is 32%,video marketing has become the main way of new media marketing.The image of mother and child in video advertising is the important person image of spreading commodity information and service,it carries a kind of indoctrination responsibility and "persuasion" function,guides the public's behavior and behavior,plays an increasingly important role in video advertising.This paper is from the perspective of rhetoric to explore the mother's image rhetorical techniques,characteristics and connotations in the video advertisement of infant supplies,analyze the rhetorical communication mode involved in it,and think about the changes and influences between them.This study holds that the image of the mother in the infant and young children's supplies video ads should be widely available,and has the following characteristics:1.The proportion of mother image in the video advertisement of infant and young children is infant food,the number of 76 times,accounting for 31.5%,followed by infant and young child care supplies,the number of 58 times accounted for 24%,in the third place is infant and young child puzzle toys,the number of 24 appearances,accounting for 10%.2.In terms of scene construction,the largest number of appearances in infant video ads is within three,the sample size is 115,accounting for 47.8%;In line with the traditional concept of Chinese,it is the introduction of "human care" into advertising has been regarded as the inevitable choice to shape the image of mothers in video advertising.In terms of advertising duration,the same ad has different advertising duration on different broadcast platforms,and the investment of advertising expenses has a greater impact on the length of the ad,which in turn has an impact on the shaping of the image of the mother.3.The shaping of the characteristics of mothers in video advertisements for infant and young children,aged 25 to 30,accounted for 52.3 per cent,and the geographical choice of urban mothers,indicating that there is still a greater imbalance in the image of mothers at the geographical level,which also reflects the imbalance of economic development.In terms of the image symbol of the mother,the image of the mother as the mainstream image of the baby supplies video advertising has attracted much attention,the image of the strong woman also occupies a largeproportion,the image of modern mother caters to the 95-year-old young women's desire and control of the family voice,and at the same time triggered the dissemination of rhetoric in the targeted and identity.From the rhetorical point of view,emotional appeal,rational appeal and character appeal are commonly used to construct the image of mother in infant and young child supplies video advertisement,and use metaphor,symbol,warning and demonstration to arrange the specific content of the advertisement,and the sound shaping aspect mainly takes sound,sound and music as the.