虚拟交际中跨境电子商务营销语言的语用身份建构

PRAGMATIC IDENTITY BUILDING IN CROSS-BORDER E-COMMERCE MARKETING LANGUAGE DURING VIRTUAL COMMUNICATION

跨境电子商务的在线虚拟交际需求是伴随着国际商务销售模式的转变而产生的,同时在跨文化交际中体现出语境要素的建构以及不同语用身份的应用。在顺应论的指导下,分析常见的语言语境、交际语境、心理语境和社交语境在跨境电商实践中的应用实例,并根据语用身份的社会目的性、动态变化性、多重复合性以及主观预设性,按照交际双方的认知规律可以实现其交际价值和商业价值。

The turn of sales mode in international trade gives rise to the online virtual communication in cross-border E-commerce.Accordingly,it is necessary to construct contextual elements and pragmatic identity during cross-cultural communication.In light of Adaptation Theory,the linguistic context,communicative context,psychological context and social context are frequently applied in business practice.Pragmatic identity possesses such properties as social purpose,dynamic change,multilevel mix and subjective presupposition.In line with the cognitive rules of the communication parties,pragmatic identity may realize certain interactive and economic values.