CAJ | 학술논문

淘宝体原自网店客服，他们称客户为“亲”，以“亲”字的频繁使用为关键词。文章为了从语言学的角度对淘宝体“亲”字进行研究，提出了淘宝体中“亲”字背后的语言学现象，即语义广义化、称谓泛化、社会语用功能。认为恰当的运用称呼语“亲”会拉近商家和消费者之间的关系，而不分语境的滥用和推而广之结果必然会适得其反。．
도보체원자망점객복，타문칭객호위“친”，이“친”자적빈번사용위관건사。문장위료종어언학적각도대도보체“친”자진행연구，제출료도보체중“친”자배후적어언학현상，즉어의엄의화、칭위범화、사회어용공능。인위흡당적운용칭호어“친”회랍근상가화소비자지간적관계，이불분어경적람용화추이엄지결과필연회괄득기반。．
The so-called Taabao Style originated from the consumer services of online shops. They fequently call their customers ＂Qin＂ which later becomes a key word for Taobao style. This article intends to explore the linguistic phenomena behind the word ＂Qin＂ from the aspects of meaning broadening, addresses extension and its pragmatic functions. The appropriate use of ＂Qin＂ wig make relationsliip between the businessmen and consumers closer and the abuse of ＂Qin＂ regardless of its context, wig surely bound to be counterproductive.