Dissertation > Language, writing > Chinese > Semantics,vocabulary, word meaning ( exegesis )

An Analysis of Chinese Sales Tklk for Clothes

Author LvYang
Tutor LiLiXin
School Northeast Normal University
Course Foreign Linguistics and Applied Linguistics
Keywords Sales Talk Conversation Analysis Persuasive Language Structure PragmaticStrategies Social Aspects
Type Master's thesis
Year 2011
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Although many scholars have conducted research in sales talk in recent years, theempirical study based on real sales talk materials, especially in Chinese sales talk for clothesis still comparatively rare. This paper aims at analyzing and further discussing the persuasivelanguage structure, the application of pragmatic strategies and social aspects influencing thechoice of these strategies in Chinese sales talk for clothes, with the help of conversationanalysis and speech act theory.In order to elaborate the above ideas more clearly, this thesis puts forward the followingresearch questions: (1) What is the persuasive language structure of sales talk for clothes? (2)What pragmatic strategies in sales talk can be identified in Chinese clothes sales transactions?(3) What social aspects will affect strategy choices in sales talk for clothes?This paper adopts conversation analysis and speech act theory as its theoreticalfoundation and randomly selects 18 sales-assistants and different customers from threeclothing shops as the subject of its research. The materials consist of 30 dialogues betweensales-assistants and customers in real business scenario. The dialogues are recorded in threebrand clothing shops in Liaoyuan City, Jilin Province.The research leads to following conclusions after analysis and discussions of thematerials: first, the persuasive language structure in Chinese includes the starting stage, themiddle stage and the closing stage. According to the collected materials, 100% of the salestalks inclue sales-assistants’greeting while 0% of all sales talks contains identification in thestarting stage; in the middle stage, 100% of the sales talks include information exchange andpersuasion process, while the percentage of bargain is 20%; in the closing stage, 100% of thesales talks adopt pre-closing while 36.6% of them have farewell part. Second, the three majorpragmatic strategies used in sales talk are directive strategy, commissive strategy andexpressive strategy. In the use of directive strategy, 20% of sales talks resorted to the strategyof request, while 100% adopted the strategy of suggestion. In the use of commissive strategy,100% of sales talks adopted the strategy of promise, while 30% adopted the strategy of threat.In the use of expressive strategy, 100% employed the strategy of praise, 77% employed thestrategy of complaint. Third, different social aspects including gender, age and degree offamiliarity between sales assistants and customers all exert influence of various degrees on thechoice of pragmatic strategy.The research has not only enriched the materials for sales talk study, but also expandedthe scope of research in this field, adding Chinese sales talk for clothes into the study of salestalk.

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