Research On Advertising Characteristics Of E-Commerce Live-Streaming Under The View Of Semiotics

Since e-commerce live-streaming was born in 2016,it took merely 4years to achieve over one trillion yuan of annual turnover in this industry.However,some problems,such as fake advertising and over consuming,have come out frequently following dramatic increase in the scale of e-commerce live-streaming.In order to build up guidelines for this industry,there were many important researches about advertising characteristics of e-commerce live-streaming which were carried out by experts from either industry or academe.However,many researches in this area are based on advertising law,which leads to some limitations on research methods.In this thesis,author used theory of semiotics to investigate contents of e-commerce live-streaming,revealing general ways to construct contents of e-commerce live-streaming.According to results of the research,there are some parallels in structure of contents between e-commerce live-streaming and conventional advertisement.by analyzing the contents of e-commerce live-streaming,the methods to constructed advertising characteristics of conation,veridiction and narrativity are discovered in three parts of the thesis respectively.Firstly,The contents are composed of visual semiotics,like impressive posters of anchors and wealthy medal of consumers,and acoustic semiotic,like daily expressions in communication and sales terms,which used for building up advertising characteristics of conation.Secondly,considering three aspects of e-commerce live-streaming,including people,products and scenery,detailed revelation of mechanism about constructing veridiction by community insight of people semiotic,objective fact of products verification and text coherence of scenarios is shown.Lastly,plots which are daily,focused and content-based can be found in interactions where anchors,assistants and audiences act as the narrative subjects.As a result,e-commerce live-streaming has radically changed model of shopping and reshaped it into ever-lasting “shopping series”.All in all,this research came out with conclusion that advertising characteristics are essential attribute of e-commerce live-streaming.The conclusion of this research has significant implication for both consumers and supervisory departments.As for consumers,being fully aware of advertising characteristics in e-commerce live-streaming can avoid impulse purchasing behaviors,blind faith and sensory immersion,which are caused by conation,veridiction and narrativity of e-commerce live-streaming respectively.As for supervisory departments,discussing characteristics form different perspectives is beneficial for finding academic supports to regulating e-commerce live-streaming.