试从西方修辞学的角度分析广告文本

An Analysis of Advertising Texts from Western Rhetorical Perspective

许多学者曾从语义学、语用学等不同角度对广告文本进行研究。本文试从西方修辞学的角度对广告文本进行分析。分析表明,发布广告是一种修辞活动,涉及广告制作者的修辞目的(即制作意图),修辞方式(即制作方式)和受众(即广告阅读者)的效应等复杂因素,同时也表明了西方修辞学理论在广告设计中的启示作用。

Advertising texts have been studied from various perspectives such as semantics and pragmatics. The present paper intends to make a rhetorical analysis of advertising texts. It suggests that making an advertisement is a rhetorical act, involving such factors as the rhetorical intent, rhetorical resources and the response of the audience. It also indicates that the western rhetorical theory is conducive to the advertisement.