Data set for the Corpus-based method based on Biber’s MDA framework

This research explores the language features used by leading consumer brands with successful marketing in their promotional messages. Coca-Cola, McDonald’s, PepsiCo, Mondelez, and Unilever were selected because they appear in the Effie’s Most Effective Marketers’ Index and are active on a range of media platforms.

本研究旨在探究拥有成功营销实践的头部消费品牌，其在推广宣传文案中所使用的语言特征。本次研究选取可口可乐（Coca-Cola）、麦当劳（McDonald’s）、百事公司（PepsiCo）、亿滋国际（Mondelez）以及联合利华（Unilever）作为研究对象，上述品牌均跻身艾菲奖（Effie）最具实效营销者榜单，且在多类媒体平台均保持活跃运营。