Evaluation Discourse Analysis Based On Internet Shopping Platform

The development of Internet technology has a profound impact on the daily shopping methods of Chinese people.The evaluation information mainly in the form of text,supplemented by pictures and videos on the Internet shopping platform not only provides an effective way for potential consumers to understand the characteristics of commodity quality and practicability,but also provides rich information for sellers to improve the quality of goods and service attitude.The first chapter mainly discusses the generation,type and characteristics of the consumer evaluation discourse on the Internet shopping platform.The discourse of consumer evaluation is mainly aimed at the attributes of commodities themselves,or from customer service,logistics and other additional services.The second chapter mainly analyzes the expression means of consumer evaluation discourse on the Internet shopping platform from the aspects of vocabulary,grammar and figure of speech.Different evaluation subjects choose a variety of words,sentence patterns,emoticons and so on.In terms of vocabulary,adjectives and adverbs are mostly used,and some Internet neologisms and loanwords are also used.In addition to the four basic sentence categories of statement,rhetorical question,imperative and exclamation,the evaluation subject will also use word overlap and network popular sentence patterns to emphasize the evaluation attitude.In order to highlight the evaluation attitude of the evaluation subject,consumers’ evaluation discourse will flexibly use metaphors,personification and other figures of speech.Through various means of expression,we can see the attitude tendency of the evaluation subject to the commodity.In addition,consumers’ evaluation discourse is not a straightforward statement of objective facts.Sometimes,under the guidance of the conversational principle,they will adopt some discourse strategies to strengthen,weaken or neutralize subjective evaluation,such as strengthening the instruction behavior of subjective evaluation,expressing the heart directly,questioning and inquiring,intervening and comparing,and weakening the direct explanation and pragmatic ambiguity of subjective evaluation.What neutralizes subjective evaluation is the first raise and then raise and then suppress.The third chapter of this paper investigates the effect of consumers’ evaluation discourse on Internet shopping platforms in compliance with or violation of pragmatic principles,and what kind of discourse strategies consumers use to express evaluation attitudes.The fourth chapter mainly explains the usefulness and meaning construction of evaluation discourse.In the process of discourse construction,any principle is complied with or violated,and the use of discourse strategies is aimed at highlighting the evaluation subject’s attitude towards commodities by means of literal meaning.Therefore,the organization of evaluation discourse involves the construction of literal meaning of the evaluation subject and potential consumers.This construction process is a process of dynamic cognitive reorganization of the minds of both communicative parties with evaluation intention as the core.Its construction standard is based on the purpose of evaluation,brevity should be based on the full display of commodity characteristics,relevance and integrity are the basis and key to the organization and understanding of evaluation discourse.