传播的“修辞幻象”与广告效果

“Rhetorical Vision”and Advertizing Effect in Mass Media

修辞幻象是指能够将一大群人带入一个象征性现实中的幻象主题的现象。如果明星能作为一种象征性符号 ,可使目标受众顺利地实现象征趋同。那么在广告中使用明星则往往是制造修辞幻象的有效手段 。

Rhetorical Vision refers to the phenomeuon that majority of audience are to be carried into a visional subject which is related to reality.A movie star can best serve as this kind of subject,who is expected to introduce the object audience into a visional reality.Therefore movie stars are appropriately used as a kind of rhetorical vision to produce better advertizing effect.