Linguistic Analysis Of The Names Of Clothing Stores On Taobao

Along with the popularization of the Internet,shopping online develops rapidly.Now,it has becomed a new pattern of consumption,which has a great influence on the traditional shopping mode.Used as carrier,the names of shops on Taobao is not only the miniature of the times,but also record the language and culture of the shops in Network information age.At present,Taobao is the largest online shopping platform,on which stores of clothing type develop earliest and maturest.So,it has more representativeness and significance.The study of the 1930 clothing shops can enhance pertinence on studies of shop names,fill in gaps in studies of online shops and broaden research perspectives of applied linguistics.The paper is divided into five chapters.In the first chapter,give a brief introduction to the paper' s research object,reasons and meanings,explain the present situation of the research of the field,methods of the research and the source of the corpus.In the second chapter,analyze the language characteristics of Taobao clothing shops specificly from configuration,pronunciation,vocabulary and rhetoric,along which make comparisons with traditional shop names throughout.Vocabulary part is this chapter's key point,which reflect the characteristics of clothing stores on Taobao concentratedly.We emphasize the vocabulary characters of generic name,industry name and general name in basic types and new kinds.In the third chapter,we analyze the situational context and cultural context of clothing shops' names.In the situational context part,we divide it into network environment and participant of online shopping two aspects.Cultural context includes traditional culture and modern culture,in which includes modern internet culture,modern consumer culture and modern dress culture.In the fourth chapter,we point out the characteristics of the names of clothing stores on Taobao.In the fifth chapter,point out the problems exiting in the clothing shops' names on Taobao and put forward some corresponding measures and standardized suggestions expected to provide further reference for the naming of clothing shops.