本文是一篇英语语言学论文，本研究以语用预设为理论基础，以定性分析和定量分析为研究方法，对两个在线电子商务平台的150个汉英电子商务营销话语中的语用预设进行了比较研究，本文详细分析了英汉电子商务营销语篇中语用预设的类型、频率和语用功能。可以发现，汉英电子商务营销语篇中的语用支持在某些方面既有相似之处，也有不同之处。
Chapter One Introduction
1.1 Research Background
In recent years, with the transformation of shopping methods, global e-commercemarketing has been quietly rising. According to e-Marketer, a leading international researchfirm, from 2011 to 2016, global e-retailing transactions grew from $0.86 trillion to $1.92trillion, with an average annual growth rate of 17.4%. As for the United States, the Americane-retailing transactions reached $371 billion in 2016, accounting for 8% of total Americanretail sales. While as for China, China Internet Network Information Center (CNNIC) everpublished a report entitled “The 44th China Statistical Report on Internet Development” inAugust 2019. The report has shown that as of June 2019, the number of online shoppingusers in China has reached 639 million, an increase of 28.71 million compared to the end of2018, accounting for 74.8% of the overall netizens. It is clear from these figures that thisnew marketing model has a powerful impact on the traditional forms of marketing such asoffline stores. In fact, there are substantial differences between the two marketing models.The biggest change is the silent network platform instead of the audible artificial sales. Inother words, the image and text on the web page as the main form of marketing are insteadof the face-to-face language communication between marketers or sellers and consumers.Faced with such a large scale of online shopping and new marketing trends, networkmarketing language i.e. e-commerce marketing language as the main marketing tool hasplayed a much more important role in online marketing activities.
The language in the marketing discourse has a guiding and explanatory role in theprocess of online shopping for consumers and is the main carrier of communication betweenmarketers or sellers and potential consumers. For consumers, the marketing discourseconcerning products on online shopping platforms is one of the main references forpurchasing products. For marketers or sellers, one of the most important means of attractingconsumers is the language in the marketing discourse that marketers or sellers write. They dotheir best to express the true intention of promoting products through language to achievetheir selling goals. Indeed, the core purpose of marketing is to facilitate transactions andpersuasion is the most fundamental and distinctive feature, which is the research focus of thepragmatic presupposition in linguistics.
1.2 Research Questions
In this thesis, the Chinese and English e-commerce marketing discourse are the research focus. Due to its exceptional properties, the e-commerce marketing discourse has its ownunique characteristics. The purpose of this study is to explore how different types ofpragmatic presupposition are applied to e-commerce marketing discourse in differentlanguage cultural background, and to verify the similarities and differences through dataanalysis. Therefore, this thesis proposes to conduct a comparative study of pragmaticpresupposition in Chinese and English e-commerce marketing discourse with the followingthree questions to be explored:
(1) What types of pragmatic presupposition are employed in Chinese and Englishe-commerce marketing discourse?
(2) What are the frequencies of different types of pragmatic presupposition used inChinese and English e-commerce marketing discourse respectively?
(3) What pragmatic functions does pragmatic presupposition perform in Chinese andEnglish e-commerce marketing discourse?
By answering these three questions, the thesis can reveal the essence of the Chinese andEnglish e-commerce marketing discourse from the perspective of pragmatic presuppositionsystemically and comprehensively.
Chapter Two Literature Review
2.1 Relevant Studies on Marketing Discourse and E-Commerce MarketingDiscourse
For discourse, it is actually a stret
