The Research Of Guiding Discourse In TV Shopping Channels

As a new shopping way, TV shopping channel makes people’s lives convenient. The guiding discourse which is an important part of the shopping channels, is an important medium for the channel to exchange with the audience in front of TV, and it is also an important means to achieve the sale of goods. After the statistics of the goods type that TV shopping channel sales, the paper collects correspondingly eight articles which are complete, including The perfect upgrade special group of Skin lady Idebenone; The 1 + 1 Group of Golden Scorpion’s fashion business casual shoes; Kerong’s large capacity rotary oven; Astonish’s decontamination multipurpose cream from British; The group of Anniya’s elegant long pearls chain; Tianyixiang’s camphorwood box with auspicious phoenix; The group of BY-Health Twelve Skeps protein powder;Samsung Galaxy Tab2’s dual-core call tablet PC. And it is used as a corpus to study the guiding discourse in TV shopping channels.The paper is divided into four sections:First, based on the "Discourse" that James?Paul?Gee made, a detailed description of features of guiding discourse from four aspects is made to contribute to the formation of the overall framework of the guiding discourse in TV shopping channels, and the four aspects include the audience, theme, structure, and styles.Secondly, the words, sentences and rhythm of guiding discourse were analyzed, revealing the prominent feature of guiding discourse in the use of language.Thirdly, this paper explores the context function of the guiding discourse in TV shopping channel. From the adding function of following-linguistic context and the supplying function of extra-linguistic context, it reveals the important influence of context to guiding discourse.Finally, the interaction characteristics of guiding discourse are analyzed, at the same time, to find out the important means and motivation of interaction, and clear the importance of the principle of goal-direction for the interaction of guiding discourse.The article studies the guiding discourse in TV shopping channels from multiple perspectives, and I hope it can help people to enhance awareness of the guiding discourse in TV shopping channels, understand its purpose, thus reducing the mindless consumption, prompting consumers to make the right consumer choice.