摘要
广告话语作为典型的劝说性话语,与修辞学的关系极为密切。基于肯尼思·伯克的修辞学批评理论,以国际知名企业的广告为例,运用戏剧五位一体模式分析修辞主体如何构建商业广告话语,以实现其动机,以期提供一个新的视角来解读英文商业广告话语背后的修辞批评含义。
Being representative of persuasive language,advertising discourse is closely linked to rhetoric. Based on Kenneth Burke＇s rhetorical criticism,the ＂ Dramatic Pentad＂ paradigm has been employed to analyze advertising discourse of world-renowned companies,and explore how commercial advertising discourse is constructed to serve rhetors＇ motivation,in the hope of construing hidden rhetorical significance from a new perspective.
出处
《福建农林大学学报（哲学社会科学版）》
2016年第2期104-107,共4页
Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)
基金
福建省教育厅社科项目(JB13094S)
关键词
广告话语
戏剧五位一体
伯克
advertising discourse
dramatic pentad
Burke
