企业召回声明修辞诉诸分析

Rhetorical Appeals in Product Recall Announcements

通过自建召回声明微型语料库,运用亚里士多德修辞诉诸理论,考察企业召回声明诉诸情感、理性、人格等劝说手段的修辞过程。研究发现:召回声明话语通过承诺、道歉、致谢等方式诉诸情感;通过原因-后果方式构筑事实达到理性诉诸目的;人格诉诸则使用提示性话语、表明危机处理态度、提供数据等策略实现。

With product recall announcements as corpus,on the basis of Aristotle’s rhetorical appeals,an analysis has been made on the rhetorical process of realization of pathos,logos and ethos in the product recall announcements.The study found that such methods as promise,acknowledgement,and apology are employed to appeal to pathos.To appeal to logos,the cause-consequence means is used to construct the fact.Ethos appeal is realized by means of strategies like reminding remarks,showing attitudes and the use of statistics.