'I am a very happy, lucky lady, and I am full of Vitality!' Analysis of promotional strategies on the websites of probiotic yoghurt producers
'I am a very happy, lucky lady, and I am full of Vitality!' Analysis of promotional strategies on the websites of probiotic yoghurt producers
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“我是一个非常幸福、幸运的女士，我充满了活力！”
DOI：
10.1080/17405900902749973
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发表时间：
2009
影响因子：
1.5
通讯作者：
Koteyko N
中科院分区：
文献类型：
--
作者：
Koteyko N
本文研究了含有益生菌的食品和饮料的互联网广告——益生菌是一种潜在的有益细菌，被宣传为增强身体“防御机制”的一种手段。我利用批评流派分析的框架，描述了话语和符号学手段，通过这些手段，益生菌成为构建免疫“内甲”的可靠“工具”，并成为生物医学、科学、营养和身体方面相互关联的话语的场所。在我的分析中，我借助益生菌生产商网站上发布的文本来研究多种策略，以宣传公司及其产品，并在此过程中对身体与食物的关系制定不同的愿景，构建科学事实作为个人应该吃什么和不应该吃什么食物的独家指南，并确定个人健康管理的责任。
This article studies the Internet advertising of food and drinks containing probiotics – potentially beneficial bacteria marketed as a means to strengthen the body's ‘defence mechanisms’. Using the framework of critical genre analysis, I describe discursive and semiotic means by which probiotics emerge as a credible ‘tool’ for building the ‘inner armour’ of immunity and as a locus of interlinked discourses on biomedicine, science, nutrition and the body. In my analysis, I examine the multitude of strategies with the help of which texts placed on the websites of probiotics producers promote the companies and their products, and in this process formulate different visions of the body's relationship with food, construct scientific facts as an exclusive guide for individuals on what foods they should and should not be eating, and position responsibility for the management of wellbeing with the individual.