英语论文网

本文是一篇英语语言学论文题目，本文采用何兆熊（1999）提出的语用预设定义，即语用预设是说话人对语境所作的设想、是一个言语行为的必要条件、是交际双方所共有的知识，同时结合陈新仁（1998）总结的语用预设三大特征：单向性、主观性和隐蔽性来定义语用预设。

Chapter One Introduction

1.1 Background

As an important form of consumption in China,the number and scale of users ofe-commerce transactions have shown a rapid climbing trend in the past decades.According tothe'Statistical Report on the Development Status of China's Internet'released by CNNICwebsite,as of June 2022,the size of China's Internet users reached 1.051 billion and theInternet penetration rate reached 74.4%.From these figures,we can see that the new onlineMarketing model has a powerful impact on traditional forms of marketing,such asface-to-face sales.In fact,there are substantial differences between these two marketingmodels.Images,text and videos on web pages as the main form of marketing replace theface-to-face verbal communication between the marketer and the consumer.In the face ofsuch massive online shopping and new marketing trends,online marketing language plays anincreasingly important role in online marketing activities as a major marketing tool.

Through extensive reading of the collected literature,it is found that most academicstudies focus more on the pragmatic presupposition itself from different industries andperspectives,and relatively few studies specifically focus on the pragmatic presupposition ofmarketing language,and even fewer studies focus on the pragmatic presupposition ofe-commerce marketing language.Therefore,this thesis takes Taobao,Jingdong and Amazon,three major e-commerce platforms with significant influence,as the source of the corpus.Thecommodities in the corpus are selected from the food and beverage category.The author'sreasons for choosing the food and beverage category as the research object are as follows:1)Food and beverages are closely related to the life of the nation and are essential for survival.Because they are just-demanding categories,the market competition is fierce,and emergingbrands continue to emerge,the use of marketing language is more important and frequent.2)

1.2 Objectives

In the practical application of e-commerce platform,marketing language has the role ofexplaining and guiding the buyer,which is an important factor to decide whether the goodscan be sold or not.It is also an important means for e-commerce platform enterprises toexpand the market and brand promotion.In the online shopping scenario,many customers arehesitant and selective about whether they need to buy and which brand to buy,so thesalesperson who undertakes the task of marketing can use marketing language effectively tobetter communicate with potential customers and make quick judgments about theirwillingness to buy,so as to introduce product performance in a targeted manner and dispelcustomer's doubts,giving them a key driver for the final decision.

In this thesis,the author hopes to observe the marketing language used in Chinese andEnglish e-commerce platforms to study the commonalities and characteristics of the use ofpragmatic presuppositions in excellent marketing slogans.This study help guide consumersand marketers in understanding and expressing their words on online shopping platforms,andprovide reference for e-commerce practices to achieve the ultimate goal of selling products.

本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。