摘要

社交网络营销现在是一种非常普遍的营销手段，但是作为一种新型的商业模式，其营销模式可以与传统的营销模式有很大的区别。对于微商来说，广告语言的选择将直接影响消费者的购买决策，广告语言的优劣对其事业的成败起关键作用。本文主要探讨语言经济学的理论和应用，从语言经济学的角度来解读微商广告语言，结合广告实例进行分析，充分考虑广告的简洁性、时代性、跨文化传播的得体性和美学效用原则在广告语言中的体现。希望本文能为微商广告设计师提供新的思路和灵感，从而使微商广告语言更好地实现其经济价值。

关键词：语言经济学  微商广告  设计原则 

Contents

Acknowledgements I

Abstract II

CHAPTER ONE  INTRODUCTION 1

1.1 Research Background 1

1.2 Significance and Purpose 2

CHAPTER TWO  LITERATURE REVIEW 4

2.1 General Review on Linguistic Economics 4

2.2 Previous Studies on Development of Micro-business Marketing Model 5

CHAPTER THREE  ANALYSIS OF MICRO-BUSINESS MARKETING FROM THE PERSPECTIVE OF LINGUISTIC ECONOMICS 9

3.1 Studies on Economic Value of Micro-business Advertising 9

3.2 Design Principles of Commercial Advertisements From the Perspective of Linguistic Economics 10

3.2.1 Simplicity under the principle of economy and quantity 10

3.2.2 Timeliness under the guidance of the utility principle 11

3.2.3 Appropriateness in cross-cultural communication 13

3.2.4 Follow the principle of aesthetic utility 13

CHAPTER FOUR  CONCLUSION 16

REFERENCES 17