摘要 

随着国际化进程的加快，互联网技术的日益完善，国内外众多电商相继崛起。于此同时，广告作为商品，服务等信息载体，已经成为人们获取信息的重要渠道，产品市场争夺战中最有力的武器。广告语言作为广告信息的承载主体，会对消费者的消费心理和消费倾向造成直接或是间接的影响。成功的广告语在给消费者留下深刻印象的同时，会对商品形成有效的促销并提升企业的形象和地位。通过实例从语言学角度分析跨境电商广告的语言特点会为接下来跨境电商经营者的广告设计提供借鉴，同时也有助于提出策略来改进广告的销售效果。

关键词：语言学；跨境电商；广告设计；广告语；语言特色

Contents       

Introduction 1

1. Literature Review 2

2. Theoretical Framework 3

2.1Linguistics 4

2.2Cross-Border E-Commerce 7

2.3Advertising 8

3. Research Design 11

3.1The Research Method 11

3.2The Research Procedure 11

3.3Data Collection 12

4. Analysis of Advertising Design in Cross-Border E-Commerce 14

4.1Linguistic Feathers from the Perspective of Lexicology 14

4.1.1The Use of Simple Word 14

4.1.2The Use of New Word 14

4.1.3The Use of Compound Word 15

4.1.4The Use of Adjective, Its Comparative Degree and Superlative Degree 15

4.1.5The Use of Number 15

4.2 Linguistic Feathers from the Perspective of Syntax 16

4.2.1 The Use of Simple Sentence 16

4.2.2 The Use of Imperative Sentence 16

4.2.3 The Use of Question 16

4.2.4 The Use of Non-Subject-Predicate Sentence 17

4.2.5 The Use of Elliptical Sentence 17

4.2.6 The Use of Songs’ Name 17

4.3Linguistic Feather from the Perspective of Cognitive Linguistics. 18

4.4 Effects 19

5. Improving Strategies of Advertising Design in Cross-Border E-Commerce 20

5.1Pay More Attention to the Empathy 20

5.2Focus on the Consumers’ Needs 22

5.3Choose a More Suitable Medium. 22

5.4Pay Attention to the Significance of Festivals 22

5.5Attach Importance to the Influence 23

Conclusion 24

References 27