广告语篇的戏剧五位一体分析

A pentadic analysis of advertising discourse

以肯尼斯·伯克的戏剧五位一体模式为理论框架,以旅游广告为研究对象,通过对旅游广告包含的五要素及其关系比的分析,发现广告作者如何一步步将其动机传递给受众,进而达到规劝、诱发行动,试图揭示隐藏在广告中的修辞动机。研究表明:戏剧五位一体模式对广告语篇的动机研究具有合理的解释力。

With Burke＇s pentad as theoretical framework,and tourism advertising as subjects,the paper attempts to analyze five basic elements and the ratio in the advertising discourse in order to reveal the rhetorical motive.The analysis suggests how the advertising author persuades the target audience.The dramatic pentad justifies the study of motive in advertising discourse.