Research On The Program Language Of TV Shopping In Appliances

The TV shopping program has a long history and tortuous development process. It was the first to rise in European and American countries, and in the 1990 s was introduced to C hina in the form of TV direct sales. Because of its shortage and the lack of good external environment, cheating consumer events occurred repeatedly. Then it was cracked down and banned by the government. And then there is the modern family TV shopping program, which shows strong vitality and creates many sales miracle. So it has attracted widespread attention, and gradually becomes the new study target of the academic field.This paper is about the modern family TV shopping program "Home shopping @ Lepai mall" of Shandong Province. The paper selects the representative household appliance shows as a source of language material. On the basis of the research status quo and background, the paper researches the host’s languages used in the program with plenty of space from the perspective of linguistics, and respectively makes specific discussion on the phonetic level, lexical level, syntactic level, rhetorical level and textual level. This paper sums up the unique linguistic characteristics of household electrical appliances TV shopping program shown at all levels. Then these characteristics and written ad language, gold advertising language, advertising language of TV direct sales and other forms of advertising language are compared and analyzed to a certain extent. Finally the paper also puts forward some personal suggestions for language defects of home appliance program to hope such programs in the future can get better development and make our daily life more convenient.The paper adopts the method of citing nume rous corpora for the quantitative and qualitative research and analysis. Then the paper sums up the language characteristics of different levels to try to break through the existing theoretical study on such programs at the communication, marketing, psycho logy point, and puts more emphasis on the linguistic level to supplement and demonstrate the relevant research results. At the same time, the paper hopes to bring the audience friends more perceptual knowledge by systematically displaying new language characteristics of modern home shopping television programs. So everybody can have a further knowledge and understanding on it. Besides, it also hopes to make positive effect on planning and positioning of the program and to bring certain inspiration and think ing.