Digital Media Based Design of E-Commerce Platform APP from the Perspective of Multimodal Discourse Analysis
Abstract
With the progress of Internet technology, online shopping has become an emerging shopping style with access to a large amount of product information at one time. Thus, E-commerce platforms follow the trend and gradually become a new subject with strong market competitiveness in the business field. The competition between current e-commerce shopping platforms has shifted from that of products and services to that of advertising and marketing strategies. The carrier to deliver advertising and marketing information is the platform’s APP based on digital media technology. From the perspective of visual grammar, this paper explores how multimodal discourse conveys information, generates meaning and constructs images by analyzing the homepage of Taobao APP, a Chinese online shopping platform.
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DOI: https://doi.org/10.18686/mcs.v4i4.1540
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