移动应用商店中APP简介文案的诉求及修辞策略

在日益蓬勃的APP市场中,生产者通过多种形式争夺流量。其中,移动应用商店中的APP简介文案以其“临门一脚”式的作用引起重视,研究其说什么和如何说的创作策略是很有必要的。本文以“360手机助手”为例,采用内容分析法对之中的APP简介文案进行内容和修辞分析。研究发现,多数APP能有效地利用简介,但游戏类简介使用频率低。在内容上,APP简介文案的诉求以理性诉求为主,感性诉求受品类影响;在修辞上,APP简介文案表达形式多变,语音、词汇和句法共同塑造了品牌个性。APP简介的使用体现出广告主以受众视角为立足点,以用户洞察为重点诉求依据,同时注重对APP个性的打造。但目前APP简介仍存在被忽视、雷同度高、语言使用失范等问题。

Research on the Creation Strategy and Characteristics of Application Profile Copywriting in Mobile App Store

This study uses content analysis,taking 360 mobile phone assistant as an example to summarize and analyze the application introduction copywriting in appeals and rhetoric skills.It is found that most applications can effectively use introduction profiles.In terms of appeals,the content elements used to attract the audience are mainly rational appeal,while the use of emotional appeal is affected by categories;In rhetoric,the expression form of application introduction copy is changeable,and phonetics,vocabulary and syntax work together to shape the personality of application.The use of the application profile reflects that the promoters take the audience’s perspective as the foothold,take the user’s insight as the key demand basis,and pay attention to the building of the application personality at the same time.However,at present,there are still certain problems such as neglect of copywriting utility,high similarity and anomie in language use.