Author(s)

Li Yao ¹

Affiliation(s)

¹ School of English Studies, XIS University, Xi'an, China

Corresponding Author

Li Yao

ABSTRACT

The increasing popularity of e-commerce live streaming has become a key part of the Internet industry, so the study of e-commerce live language is particularly important. As a pragmatic strategy, pragmatic presupposition is widely used in e-commerce live language. The appropriate use of pragmatic presupposition can attract more consumers and achieve sales goals more effectively. In the past, most of the analysis of pragmatic presupposition focused on advertising language, and there was a lack of research on e-commerce live language. This paper aims to analyze the types and functions of pragmatic presupposition in e-commerce live language. It is found that e-commerce live language mainly involves fact, state, belief and identity presupposition. And the use of pragmatic presupposition plays a role in enhancing persuasion, promoting consumer empathy. The research is of great significance for understanding the generation mechanism of pragmatic presupposition in e-commerce live language.

KEYWORDS

E-commerce live language; pragmatic presupposition; classification of pragmatic presupposition; pragmatic function

CITE THIS PAPER

Li Yao, An Analysis of Pragmatic Presupposition in E-commerce Live Language. Lecture Notes on Language and Literature (2024) Vol. 7: 203-208. DOI: http://dx.doi.org/10.23977/langl.2024.070530.

REFERENCES

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