淘宝体中“亲”字的语言学思考

Linguistic Thought on the Word "Qin" from Taobao Style

淘宝体原自网店客服,他们称客户为"亲",以"亲"字的频繁使用为关键词。文章为了从语言学的角度对淘宝体"亲"字进行研究,提出了淘宝体中"亲"字背后的语言学现象,即语义广义化、称谓泛化、社会语用功能。认为恰当的运用称呼语"亲"会拉近商家和消费者之间的关系,而不分语境的滥用和推而广之结果必然会适得其反。

The so-called Taabao Style originated from the consumer services of online shops. They fequently call their customers ＂Qin＂ which later becomes a key word for Taobao style. This article intends to explore the linguistic phenomena behind the word ＂Qin＂ from the aspects of meaning broadening, addresses extension and its pragmatic functions. The appropriate use of ＂Qin＂ wig make relationsliip between the businessmen and consumers closer and the abuse of ＂Qin＂ regardless of its context, wig surely bound to be counterproductive.