To investigate the generic features of firm-generated advertisements (FGAs) in cross-cultural contexts, this study analyzed 327 FGAs by Dell Technologies and the Lenovo Group on Twitter and Sina Weibo. Integrating affordances and multimodality into genre analysis, the study showed that the FGAs were characterized by (a) flexible move structure, (b) persuasive language, (c) visual illustration, and (d) hyperlinks, hashtagging (#), and mentioning (@) functions. The FGAs on Sina Weibo, compared with those on Twitter, tended to use more language play, emojis, and contextual product pictures and show more emphasis on the niche of products, incentives, and celebrity endorsement.

为了调查跨文化背景下公司生成广告 (FGA) 的一般特征，本研究分析了戴尔科技和联想集团在 Twitter 和新浪微博上的 327 个 FGA。将可供性和多模态整合到体裁分析中，研究表明 FGA 的特点是 (a) 灵活的移动结构，(b) 有说服力的语言，(c) 视觉插图，以及 (d) 超链接、标签 (#) 和提及 ( @） 职能。与推特相比，新浪微博上的FGA更倾向于使用更多的语言游戏、表情符号和上下文产品图片，更强调产品的利基、激励和名人代言。