通过对2014至2015午淘宝网首页717条广告语进行定性定量分析,我们认为“对网络流行语的吸纳”“对时事热点的借用”“口语化的语言表达”是其重要语言特色,这是语言内因和语言外因共同作用的结果。本文在问卷调查的基础上进一步探讨了电子商务广告的实际语用效果,并提出相关建议和展望。 Through qualitative and quantitative analysis of 717 slogans on Taobao.com’s home page from 2014 to 2015, we think that “borrowing from cybercars ” “borrowing of current hot topics ” “colloquial language expression ” is Important language features, which is the result of language internal and external causes of language. Based on the questionnaire, this paper further explores the actual pragmatic effect of e-commerce advertising, and puts forward some suggestions and prospects.