Exploring Visual Framing Strategies, Sentiment, and Product Presentation Modality in Instagram Posts of Fashion Influencers

Autor

DOI:

https://doi.org/10.29107/rr2020.1.6

Słowa kluczowe:

retoryka wizualna, Instagram, influencer, influencer marketing, sposoby prezentacji produktu

Abstrakt

Analiza strategii kadrowania wizualnego, emocji i sposobów prezentacji produktu w postach influencerów modowych na Instagramie

Wiele firm używa Instagrama – wizualną platformę społecznościową, w swoich strategiach komunikacji marketingowej do reklamowania produktów i usług, wykorzystując cyfrową retorykę wizualną. Celem niniejszego artykułu jest poszerzenie wiedzy na temat strategii kadrowania wizualnego, emocji i sposobów prezentacji produktów w kontekście wielokulturowym, poprzez zbadanie praktyk influencerów należących do dwóch środowisk kulturowych, mianowicie Zjednoczonego Królestwa Wielkiej Brytanii i Zjednoczonych Emiratów Arabskich. Analiza treści przedstawia wizualne strategie retoryczne stosowane przez influencerów, które mogą służyć praktykom marketingu cyfrowego jako skuteczne narzędzia perswazji. Badanie stanowi wkład w dyskusję na temat cyfrowej retoryki wizualnej.

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Opublikowane

2020-04-04

Jak cytować

Karimova, Gulnara. 2020. „Exploring Visual Framing Strategies, Sentiment, and Product Presentation Modality in Instagram Posts of Fashion Influencers”. "Res Rhetorica" 7 (1). https://doi.org/10.29107/rr2020.1.6.