An analysis of direct and indirect speech strategies of Chinese e-commerce anchors' language in selling goods

Abstract EN

With the aspect of the direct and indirect speech strategies, this study makes an analysis of the language used by Chinese e commerce anchors in selling goods.

It finds that the anchor not only expresses his real intention in a direct way but also often uses some indirect speech so that the listener needs to infer and understand the meaning behind the speech.

Those strategies are specifically manifested by the assertive, directive, commissive and expressive in direct speech, as well as the presupposition, parenthesis and hedges in indirect speech.

Through these speech strategies, anchors can make their language more convincing, more persuasive so as to arouse consumers' desire for shopping, which finally achieves the purpose of selling goods.