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A Study on the Intertextuality of Xiaomi Brand Advertising

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.290-301
  • DOI : 10.25111/jcd.2019.68.23
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 11, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Zheng, Lei 1 Lee changwook 2

1단국대학교 커뮤니케이션디자인학과 박사과정
2단국대학교

Accredited

ABSTRACT

The development of information technology has contributed to changing the platforms of various forms of digital technology and media, and diversifying the methods and means of information delivery of enterprise products. Against this backdrop, the study sought to derive a new value in the creation of trans-media advertisements by analyzing the narrative principle, video and text relationship and design methods of trans--media advertising in the new media era from the theory of “intertextuality”. To this end, the scenes of Xiaomi brand advertising, image characters, text structure and promotional topics were compared by media platform, and the interactive phenomena inherent in Xiaomi brand's trans-media advertising were analyzed. Xiaomi’s trans-media ads consists of ads from wedsites, Weibo, outdoor and Vlog, a typical trans-media platform. Xiaomi uses the characteristics of these four trans-media platform to convey the value and culture of the corporate brand to the target consumer group and to elicit recognition and empathy. Through the primary analysis of Xiaomi's advertising, this study confirms that Xianmi’s various trans-media ads reveal various ranches in terms of scene, character, text composition and subject matter, but their possession is consistent. This means that intertext is being revealed within a variety of advertising media. Based on these findings, the following implications can be derived: First, from a mutual-text perspective, advertising promotion techniques can give ad readers unlimited space of age. Second, various trans-media ads can only work if they are in harmony with the numerous participation among media advertisements. Third, companies will strategically be required to present interactive ads through a trans-media platform and promote them to meet and ultimately meet the spiritual needs of target consumer groups and gain recognition.

Citation status

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