Abstract The main function of a product pitch is to convince an audience of the validity of a product. This paper presents a study of evaluation as a persuasive strategy in product pitches. We combine Multimodal Discourse Analysis (MDA) and ethnographic methods to elucidate how speakers in product pitches use evaluation as a multimodal persuasive strategy that is realised through an orchestration of different semiotic modes. Our results show how words, intonation and gestures are used in combination to convey a persuasive evaluation of a product. A better understanding of how evaluation can be conveyed persuasively to an audience can greatly improve our knowledge of product pitches and can help practitioners improve their performance.

中文翻译：

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当指向不仅仅是指向时：产品间距中的多模态评估

摘要 产品宣传的主要功能是让受众相信产品的有效性。本文介绍了评估作为产品宣传中的说服策略的研究。我们将多模态话语分析 (MDA) 和人种学方法结合起来，阐明产品推介中的演讲者如何将评估用作多模态说服策略，该策略是通过不同符号模式的编排实现的。我们的结果显示了如何结合使用词语、语调和手势来传达对产品的有说服力的评价。更好地理解如何以有说服力的方式向观众传达评估可以极大地提高我们对产品宣传的了解，并可以帮助从业者提高他们的表现。