摘要
广告是一个修辞过程,本文以广告语篇为研究对象,希望通过对广告语篇的研究来对广告语篇劝说方式进行研究。研究中的语料收集来自于真实材料。本文的理论基础来自于肯尼斯.博克新修辞学的"认同说"。作者将用认同说中的三中认同策略:同情认同,对立认同和误同对广告文本进行分析,以探究广告写作者是如何通过这三种认同策略来达到劝说的目的。本项研究为广告文本研究提供了新的可能,而且有助于理解广告语言如何展示修辞动机和影响广告修辞活动参与者之间的关系。
Advertising is a rhetoric process. This paper deals with advertising discourses in the hope of analyzing the persuade mode of the advertisements, through analyzing language data in actual advertisements. The identification in Kenneth Burke＇s new rhetoric serves as theoretical background. In the paper, the author uses three identification strategies, namely identification by sympathy, identification by antithesis, and identification by inaccuracy, to analyze advertising discourses, to explore how the admen use these strategies as means to end. This paper opens new possibilities for the study of advertising discourses and helps to understand how language in advertisement supplies rhetorical motive and shapes relations among the participants of advertising as rhetorical act.
出处
《甘肃联合大学学报（社会科学版）》
2009年第3期49-53,共5页
Journal of Gansu Lianhe University:Social Sciences
关键词
广告文本
新修辞学
认同说
advertising discourse
new rhetoric
identification
