A Pragmatic Study of Persuasion Strategies in Chinese E-Commerce Live-Stream Sales Discourse

Abstract

In order to study the persuasion strategies in Chinese e-commerce live-stream sales discourse, this paper uses Aristotle’s rhetorical theory of persuasion as the research framework, and applies the theory of discourse identity and discourse empathy to explore how the live streamer follows ethos, pathos, and logos to achieve the purpose of persuasion by analyzing the streamer’s discourse from multiple perspectives. The streamer uses a professional and trustworthy discourse identity to gain the trust of viewers to achieve ethos; uses discourse empathy to establish a harmonious interpersonal relationship with viewers by using address words and greetings to achieve pathos; and uses a set of logical shopping discourse to reasonably persuade viewers to spend money to achieve logos