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随着大众生活水平的提高,人们购物的方式也日趋多样化。电视购物形式的出现,满足了电视观众的需求,也成为电视节目传播中的一个重要形式。在电视购物节目中,主持人是节目和受众之间联系的桥梁,主持人语言风格的形成,不仅是主持人个性特征的表现,也是购物节目商品能够获得观众认可的重要保障。因此,根据电视购物节目的传播特征,探索和培养主持人的个性语言风格是电视购物节目主持人提升职业素养的关键。
With the improvement of people’s living standards, people’s shopping methods are also becoming more diversified. The emergence of TV shopping has met the needs of television viewers and has become an important form of television program distribution. In the TV shopping program, the host is the link between the program and the audience. The formation of the host’s language style is not only the performance of the personality of the host, but also an important guarantee for the audience to approve the shopping program. Therefore, exploring and cultivating the personality style of the host according to the characteristics of the communication of the TV shopping programs is the key for the TV shopping program presenters to improve their professional accomplishments.