Discourse Analysis Of Live Streaming Sales

Live streaming sales is a kind of conversation stylistic with low formality.Its pragmatic purpose is to persuade the audience to buy goods.To achieve this purpose,the anchor needs to shorten the social distance with the audience,which is reflected in the linguistic form,which has stylistic features at different levels,and these features are gradually shaped in the live delivery behavior.This study selects the live streaming sales by four official anchors during the pre-sale of Taobao’s double 11 in 2020 as the research object.Through the method of discourse analysis,this study investigates the stylistic characteristics of live streaming sales from four aspects: pronunciation,vocabulary,grammar,and conversation strategy,with the clue of finding the language form in which the style of live streaming sales can realize "close persuasion".It is found that swallowing,negative pause and tone intonation in the style of Live streaming sales are the dominant phonetic markers with low formality.Considering the emotional means,the continuous high tone state and high-frequency speed make it feel phonetic oppression,which plays a role in urging the listener to consume;At the lexical level,appellations that shorten social distance and modal particles with interactive meaning are often used,while general words such as onomatopoeia,dialect words,network words and foreign words are the interest of Live streaming sales;The grammatical features are as follows:adjective and verb reduplication express relaxed meaning,rich discourse tails and discourse markers highlight oral characteristics,and request imperative sentences embody interactive subjective meaning;In order to make up for the lack of online interaction and the need of emotional comfort,the Live streaming sales adopts a conversation strategy of actively predicting and presenting the listener’s questions or important information,which is embodied in rhetorical repetition,self-response,life narration and multimodal interaction.At the same time,this paper believes that language life needs style awareness.For the imitation and reproduction of words and sentences in Live streaming sales,we should pay attention to the occasions and ways of use and make language planning in relevant fields.