THE ROLE OF LANGUAGE IN E-COMMERCE LIVE STREAMING

E-commerce refers to commercial trade activities conducted through the internet, so the first key point about the concept of e-commerce is that it must be done through the internet or information technology, and the second key point is to engage in commercial activities. Although there may be differences in the understanding or definition of e-commerce among countries or regions, the above two points remain unchanged. With the development of Internet technology and the influence of COVID-19 epidemic, e-commerce live broadcast, as a new marketing method, has been welcomed by consumers. However, it is worth noting that the differences in language styles during the live broadcast of anchors will also have an impact on product sales. Based on the persuasion theory and Aristotle’s persuasion model put forward by Cialdini and others, this paper mainly studies the correlation between the means used in the process of e-commerce marketing activities and product sales. The research shows that, for consumers, in the process of advertising and product marketing, the six persuasion theories put forward by Cialdini and the rhetoric of logos, pathos and ethos play a positive role in product marketing and promote the purchase conversion rate of commodities.