基于扎根理论的广告语修辞传播效果分析——以汽车英文广告语为例

Communication Effects of English Rhetoric in Automobile Discourses——A Case Study of the Automobile English Advertising Discourses

广告现今已成为现代商业信息的有效传播途径,对于吸引潜在消费者具有潜移默化的影响,修辞手法在广告语中的应用对广告的影响力有着重大意义。本研究旨在探究广告语中的修辞手法是否能够吸引潜在消费者的兴趣,其对广告传播效果有着怎样的影响。文章选取了十五条世界经典汽车广告语,以高校学生为调查对象,通过质性研究方法获取访谈资料,并以扎根理论为指导,整理归纳出了注意价值和记忆价值两则编码,指出修辞手法的应用可以有效增强广告语的感染力与影响力。

Nowadays,advertising has become an effective means of communication of modern business information,which has a subtle impact on attracting potential consumers.The application of rhetoric in advertising language is of great significance to the influence of advertising.This study aims to explore whether rhetorical devices in advertising language can attract the interest of potential consumers and how they affect the effect of advertising communication.This paper selects 15 world classic automobile advertising discourses,takes college students as the survey object,obtains interview data through qualitative research methods,and summarizes two codes of attention value and memory value under the guidance of grounded theory.It points out that the application of rhetorical devices can effectively enhance the appeal and influence of advertising words.