跨境电商平台商品标题构式的认知语言学阐释--以阿里巴巴平台的迷你裙标题为例

摘要

In the Cross-Border E-Commerce market, the constituents of the titles of the commodities are neither grammatical nor logical.However, there seems to be strict syntactic rules underlying these constituents.Based on the closed corpus, the present study tries to analyze the characters and cognitive mechanisms of title construction with cognitive linguistic theories.It is found that: 1) the quantities of nucleus-word and the service capabilities influence the displaying orders of commodities;2) the cognitive mechanisms contributing to the development of title constructions are: comprehensive and intense foregrounding, encyclopedic view of meaning and empathy.%跨境电商平台商品标题的组构成分之间缺乏语法逻辑关系,但各成分之间似乎又体现出某种句法特征.以封闭语料库为基础、以认知语言学理论为基本框架,分析并解读了标题构式的特征及其形成的认知机制.研究发现,核心词的使用频率和服务能力对商品的搜索排序有较大影响,属性词的数量远大于核心词和卖点词;其形成的认知机制至少包括:全面强力凸显、百科语义观和移情.