Analysing Product Pitches Multimodally for Chinese International Trade
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Analysing Product Pitches Multimodally for Chinese International TradeAutoría
Tutor/Supervisor; Universidad.Departamento
Fortanet-Gomez, Inmaculada; Universitat Jaume I. Departament d'Estudis AnglesosFecha de publicación
2020-07-22Editor
Universitat Jaume IResumen
Product pitches, as an innovative promotion genre, could be more persuasive than traditional
oral promotion in which there is no combination between non-verbal modes and verbal
modes in business environments (Cassily ... [+]
Product pitches, as an innovative promotion genre, could be more persuasive than traditional
oral promotion in which there is no combination between non-verbal modes and verbal
modes in business environments (Cassily & Ventola, 2002; Valeiras-Jurado & Ruiz-Madrid,
2015). Through the use of Internet media, it is undeniable that product pitches with the
multimodal approach could be theoretically applied to online sales. However, the majority of
Chinese international trade salespersons are not familiar with this promotion genre. In this
research, a questionnaire is designed to analyze the attitudes and views toward product
pitches of ten Chinese salespersons. Due to the lack of real and available materials of product
pitches in the trade field, the pitch example used in the questionnaire comes from the
American TV program Shark Tank, which is performed by an entrepreneur to pursue
investment. Despite it has a different purpose from product pitches performed by
salespersons, it could be used to initially study the possibility of applying product pitches
multimodally to online sales in Chinese international trade.The main objective of this paper is
to discuss the possibility of applying this multimodal promotion genre to online sales in
Chinese international trade. By analyzing the answers to the questionnaire, results show that
these Chinese international trade salespersons are basically convinced that this new
promotion genre should be used to improve the efficiency and effectiveness of their online
sales work. However, their attitudes toward carrying out product pitches multimodally by
themself tends to show a lack of confidence. The difficulties for Chinese salespersons mainly
concentrate on their English proficiency and the appropriate use of non-verbal
communication modes. Based on these two difficulties, this paper accordingly proposes some
instructions by analyzing an 8 Shark Tank pitch corpus (see appendix 1). On the one hand, an
actionable discourse template is designed to help them organize an effective language
framework of product pitches. On the other hand, 5 common non-verbal communication
modes, including eye contact, hand gestures, body postures, intonation as well as facial
expression, are specifically analyzed to help them appropriately use these useful modes in
product pitches. [-]
Palabras clave / Materias
Màster Universitari en Llengua Anglesa per al Comerç Internacional | Máster Universitario en Lengua Inglesa para el Comercio Internacional | Master's Degree in English Language for International Trade | product pitches | multimodal approach | Chinese international trade | discourse template | non-verbal communication modes
Descripción
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2019/2020
Tipo de documento
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