A Cognitive Pragmatic Study Of Women’s Clothing Product Descriptions Based On Rpps~+ Model

With the development of market-oriented economy,in order to enhance the popularity of products and shape their self-image,all trades and professions are using advertising discourse to increase the publicity of products,and colorful advertising language has poured into our daily life.Advertising can be seen everywhere and heard at any time.As a product of the development of commodity economy,advertising has become an indispensable part of our life.Product description is not only an important means of sales,but also a link between the seller and the consumer.It often generalizes the basic information of the product with terse and condensed language,and shows the information to be displayed to consumers in a relatively“high-profile”way.Successful product description often leaves the deepest impression on consumers,and successfully sets up a bridge for effective communication between producers and consumers.At the same time,as consumers,product information obtained from product descriptions is often the most economical and effective.Therefore,product description has become an important driver of product marketization,and its research has high practical value.This thesis collects 100 product descriptions of women’s clothing from Taobao(http://www.taobao.com)and Amazon(https://www.amazon.com).The products are selected according to the sales volume of the best-selling list from April to June 2019.Looking at previous studies,we found that the research on advertising language is quite large,but there are few studies on product descriptions.Moreover,few scholars have investigated the cognitive pragmatic factors behind product descriptions.Based on this,this paper takes the 100 clothing product descriptions as the corpus.From the perspective of cognitive pragmatics,based on cognitive reference points,prominence theory,politeness principle,speech act theory and social culture factors,the author aims to construct a RPPS~+model as the theoretical framework(Among them,the R refers to cognitive reference points,the first P stands for prominence theory;The second P stands for politeness principle;S stands for social and cultural factors;+stands for speech act theory,etc.)and try to excavate the cognitive pragmatic rules behind the language expression through the product descriptions,which seeks to discover how does a businesses lure customers and stimulate their purchasing behavior through product descriptions?This thesis mainly from the following aspects:how to increase the transfer of product information and provide consumers with benefits and services;how to avoid potential conflicts with consumers;how to ensure smooth communication with consumers;how to display the advantages of their products and protect themselves from legal prosecution;what cultural differences exist between English and Chinese in the expression of product descriptions,etc.Based on the PRRS~+model,the quantitative and qualitative analysis of women’s clothing product descriptions mainly found that:due to cultural differences,prominent factors account for different proportions in Chinese and American product descriptions,and the politeness principles used in Chinese and American product descriptions are distributed.There are also certain differences in the way of product description,sentence structure and pragmatic strategy.