英语学术著作封底简介研究—修辞视角
发布时间：2018-08-08 17:15
【摘要】：当今社会,随着信息传递和知识更新的加速,出版行业面临的竞争日趋激烈,因而越来越多的出版商开始关注如何推销著作。作为著作最直接、最显眼的体现,著作封底简介对推销著作有着至关重要的作用。著作简介最开始出现在著作封底,随着网络的普及和电子商务的发展,著作简介被越来越多的出版商放在了出版社的官网,以及一些网络交易平台上。购买者通过著作简介来了解著作是否具有购买价值,因而,封底简介要在有限的篇幅、最短的时间内吸引购买者,并说服购买者购买著作。封底简介的推销作用如此突出,但对其的研究极其有限,尤其是在国内。鉴于封底简介的说服功能,本文从修辞视角对其进行探析。用于本文研究的120篇语料选自Wiley,Springer,Palgrave Macmillan和Routledge四大出版社的自然科学和人文科学六大专业。修辞,正如亚里士多德所言,是一门“说服的艺术”,修辞通过理性诉诸(logos)、情感诉诸(pathos)和人格诉诸(ethos)来实现劝说的目的。修辞的过程包括觅材取材(invention)、布局谋篇(arrangement)、文体风格(style)、记忆(memory)和呈现(delivery),也被称为修辞五艺。依据以上修辞说服的基本理论,本文从宏观修辞视角和微观修辞视角分别探讨英语学术著作简介。前者是指从语篇层面来探讨修辞的体现,包括语篇内容的组织,以及语篇整体的呈现;而后者则从句子和词语的层面来探究修辞的使用。从宏观修辞视角来看,本文主要探讨了修辞语步和视觉修辞,研究结果表明:(1)在修辞语步形成之前,写作者首先要构思著作简介呈现的内容,这就是修辞过程的第一步——觅材取材(invention)。为了实现著作简介的说服功能,依据劝说知识模型,劝说者与被劝说者相关的知识,话题相关的知识以及说服知识都将被用于劝说过程中。在确定要呈现的内容之后,如何对这些内容进行安排,这就是修辞中的布局谋篇(arrangement)。在对语料进行深入分析后,分析发现语料呈现出六大语步,分别是标语,背景知识,著作描述,著作评价,适用读者和作者信息。其中语步三和语步四是必备语步,语步一的使用频率最低。语步基本如语步一到语步六的顺序呈现,但并非完全固定不变,除了语步一和语步六的位置固定,其他语步顺序会有颠倒,语步内容也会有交叉。(2)视觉修辞主要关注的是如何更好呈现语篇,使之更加清晰、易懂。在修辞的五艺中,呈现(delivery)在书面语境中指的是如何利用排版、字体、字号、色彩,以及其他设计来增强语篇的视觉效果,使之更加清晰,更有吸引力。在对本文语料进行分析后发现,段落的排版、行间距以及加粗字体都能很好地呈现著作简介并吸引读者的注意,读者能在第一眼抓住简洁的核心,此外,简介本身的行文逻辑也更加清晰。从微观修辞视角来看,本文主要从词语选择和句子类型两个方面探讨英语学术著作简介的修辞风格。作为修辞五艺之一,风格(style)是指在语篇词、句的使用上要体现出语篇的风格和特点。作为推销语类,学术著作封底简介要呈现的风格主要体现在两大方面:一是要与学术著作正式、专业、权威的风格相符合;二是要能呈现其说服功能,包括说服性的词汇,加强语气的词汇以及客观性的表达。研究结果表明:(1)在词语使用层面,语料中使用了大量具有说服性的词语,例如名词innovation,discovery,specialist,动词help,enable,improve,形容词essential,useful,pioneering,副词successfully,effectively,significantly。这些关键词对简介说服功能的实现起着关键作用,其中不乏体现著作作者权威、专业、学术地位的词汇,例如expert,leader,professionals,这些词汇对取得读者的信赖有很大的作用,也是人格诉诸(ethos)的集中体现。为了加强肯定语气、增强简介的说服力,依据Hyland列举的强调词系统,本文搜索出语料中的强调词(Booster),例如情态动词will,must,动词demonstrate,show,以及形容词和副词clearly,definite。为了实现评论的客观性,增加简介的可信度,语料将写作者“隐身”,也就是主语“我”的缺失。“我认为”“我推荐”“我相信”等等表达都有很强的主观色彩,做出的评价未免让人觉得有所偏倚。语料通过“我”的隐身很好塑造了著作简介写作者的客观性,因而大大提升其可靠性。(2)在句子种类上,语料呈现两大特色,一是复杂句使用频繁,语料共计132处that关系从句,62处which关系从句,17处who关系从句,10处where关系从句和5处when关系从句,大量的关系从句加强了学术著作正式、专业的语言特点,也让语言在更精悍的篇幅内呈现出更多的内容。另一种是疑问句,语料共有18处疑问句,他们不仅能吸引读者注意、引发读者的思考,而且能通过提问提升著作的专业性和权威性。二者都能体现学术著作简介正式、专业、权威的风格,这也正是学术著作风格的体现,这种风格也更能让读者产生信任。通过宏观和微观修辞视角的研究,学术著作封底简介的说服功能得以从不同角度得以体现。本文从修辞视角探查封底简介的说服功能,为修辞理论寻找新的研究领地,这是本文的理论意义;作为一种非常重要的推销语类,封底简介的研究有助于著作更好实现其说服功能,并激发国内出版商对其价值的认可,进而推进其著作封底简介的完善,这是本文研究的现实意义。
[Abstract]:In today's society, with the acceleration of information transmission and knowledge renewal, the competition in the publishing industry is becoming increasingly fierce, and more and more publishers are beginning to pay attention to how to sell books. As the most direct and most obvious embodiment of the work, the brief introduction of the book has an important role in selling books. With the popularity of the network and the development of e-commerce, more and more publishers have been placed on the official web of the publishers, and on some network trading platforms. Buyers know whether the book has the value of purchase through a brief introduction to the book, so the brief introduction should attract buyers in a limited space and in the shortest possible time. The promotional effect of the brief introduction is so prominent, but the research is extremely limited, especially at home. In view of the persuasive function of the brief introduction, this article analyses it from the rhetorical perspective. The 120 corpus used in this study are selected from the nature of the four big publishing houses of Wiley, Springer, Palgrave Macmillan and Routledge. The six major major of science and humanities. Rhetoric, as Aristotle said, is a "art of persuasion", rhetoric through rational resorting (logos), emotional appeal (pathos) and personality recourse (ethos) to realize the purpose of persuasion. The process of rhetoric includes material seeking (invention), layout (arrangement), style (style), memory (me). Mory) and presentation (delivery) are also called rhetorical five. According to the basic theory of rhetoric persuasion above, this paper discusses the introduction of English academic works from the macro rhetorical perspective and the micro rhetorical perspective. The former means to discuss the expression of the rhetoric from the discourse level, including the organization of the text, as well as the presentation of the whole text; and the latter from the latter. In terms of the level of sentences and words, the use of rhetoric is explored. From the macro rhetorical perspective, this paper mainly discusses the rhetorical step and the visual rhetoric. The results show that (1) before the formation of the rhetorical step, the writer first wants to conceive the content presented in a brief introduction, which is the first step in the process of the revision (invention). To realize the persuasive function of the introduction, the persuasive knowledge related to the persuasive, the subject related knowledge and the persuasive knowledge will be used in the persuasion process according to the persuasive knowledge model. After determining the content to be presented, how to arrange these contents is a rhetorical layout (arrangement). After in-depth analysis, the analysis found that the corpus presented six steps, namely, slogans, background knowledge, work description, work evaluation, and the application of the reader and author information. Among them, step three and step four are the necessary steps, and the use of step one is the lowest. The position of step one and step six is fixed, other steps will be reversed and the step content will cross. (2) visual rhetoric mainly focuses on how to better present the text, make it clearer and understandable. In the five art of rhetoric, the presentation (delivery) refers to the use of typesetting, font, font, color, and its use in the five art of rhetoric. He designed to enhance the visual effect of the text to make it clearer and more attractive. After analyzing the text of this article, it was found that the typesetting of the paragraphs, the spacing of the lines, and the coarse fonts could well present the introduction and attract the attention of the readers, and the reader could catch the concise core at the first eye, and the brief logic of the introduction itself. From the perspective of micro rhetoric, this article mainly discusses the rhetorical style of the introduction of English academic works from two aspects of the choice of words and the type of sentence. As one of the five rhetorical arts, style (style) refers to the style and special point of the text in the use of text words. As a marketing language, the brief introduction of academic works should be presented. The style is mainly embodied in two aspects: one is to conform to the formal, professional and authoritative style of the academic works; the two is to show its persuasive function, including persuasive words, to strengthen the vocabulary and the expression of objectivity. The results show that (1) a large number of persuasive words are used in the level of use of words, and a large number of persuasive words are used in the corpus. Such as nouns innovation, discovery, specialist, verb help, enable, improve, adjectives essential, useful, pioneering, successfully, effectively, significantly., which play a key role in the realization of the persuasion function, including the words of the authorship, professional and academic status of the authors. Er, professionals, these words have a great effect on obtaining the trust of the reader and the concentration of the personality recourse (ethos). In order to strengthen the positive tone, enhance the persuasiveness of the introduction, and based on the emphasis word system listed in Hyland, this article searches out the emphasis word (Booster) in the corpus, such as the modal verb will, must, verb demonstrate, show, As well as adjectives and adverbs clearly, definite., in order to achieve the objectivity of the review, increases the credibility of the introduction, the corpus will write the author "stealth", that is, the lack of the subject "I". "I think" "I recommend" "I believe" and so on. Through the "I" stealth is very good to shape the objectivity of the author, and thus greatly enhance its reliability. (2) in the category of sentences, the corpus presents two major features, one is the frequent use of complex sentences, 132 that relation clauses in the corpus, 62 which relation clauses, 17 who relation clauses, 10 Where relation clauses and 5 when relations. Clause, a large number of relative clauses strengthen the formal and professional language characteristics of the academic works, and make the language more content in the more intensive space. The other is the interrogative sentence with 18 interrogative sentences, which can not only attract the readers' attention, cause the reader's thinking, but also raise the professionalism and authority of the book by asking questions. The two can embody the formal, professional and authoritative style of academic works, which is also the embodiment of the style of academic works. This style can also give readers more confidence. Through the study of the macro and micro Rhetorical Perspectives, the persuasion function of the brief introduction of academic works can be reflected from different angles. It is the theoretical significance of this article that the persuasion function of the brief introduction is to find new research territories for rhetorical theory. As a very important category of marketing language, the study of the brief introduction of the bottom of the book will help the work to achieve its persuasive function better, and stimulate the recognition of the value of the domestic publishers, and then promote the perfection of the brief introduction of their works. This is the article The practical significance of the study.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H315
本文编号：2172470
[Abstract]:In today's society, with the acceleration of information transmission and knowledge renewal, the competition in the publishing industry is becoming increasingly fierce, and more and more publishers are beginning to pay attention to how to sell books. As the most direct and most obvious embodiment of the work, the brief introduction of the book has an important role in selling books. With the popularity of the network and the development of e-commerce, more and more publishers have been placed on the official web of the publishers, and on some network trading platforms. Buyers know whether the book has the value of purchase through a brief introduction to the book, so the brief introduction should attract buyers in a limited space and in the shortest possible time. The promotional effect of the brief introduction is so prominent, but the research is extremely limited, especially at home. In view of the persuasive function of the brief introduction, this article analyses it from the rhetorical perspective. The 120 corpus used in this study are selected from the nature of the four big publishing houses of Wiley, Springer, Palgrave Macmillan and Routledge. The six major major of science and humanities. Rhetoric, as Aristotle said, is a "art of persuasion", rhetoric through rational resorting (logos), emotional appeal (pathos) and personality recourse (ethos) to realize the purpose of persuasion. The process of rhetoric includes material seeking (invention), layout (arrangement), style (style), memory (me). Mory) and presentation (delivery) are also called rhetorical five. According to the basic theory of rhetoric persuasion above, this paper discusses the introduction of English academic works from the macro rhetorical perspective and the micro rhetorical perspective. The former means to discuss the expression of the rhetoric from the discourse level, including the organization of the text, as well as the presentation of the whole text; and the latter from the latter. In terms of the level of sentences and words, the use of rhetoric is explored. From the macro rhetorical perspective, this paper mainly discusses the rhetorical step and the visual rhetoric. The results show that (1) before the formation of the rhetorical step, the writer first wants to conceive the content presented in a brief introduction, which is the first step in the process of the revision (invention). To realize the persuasive function of the introduction, the persuasive knowledge related to the persuasive, the subject related knowledge and the persuasive knowledge will be used in the persuasion process according to the persuasive knowledge model. After determining the content to be presented, how to arrange these contents is a rhetorical layout (arrangement). After in-depth analysis, the analysis found that the corpus presented six steps, namely, slogans, background knowledge, work description, work evaluation, and the application of the reader and author information. Among them, step three and step four are the necessary steps, and the use of step one is the lowest. The position of step one and step six is fixed, other steps will be reversed and the step content will cross. (2) visual rhetoric mainly focuses on how to better present the text, make it clearer and understandable. In the five art of rhetoric, the presentation (delivery) refers to the use of typesetting, font, font, color, and its use in the five art of rhetoric. He designed to enhance the visual effect of the text to make it clearer and more attractive. After analyzing the text of this article, it was found that the typesetting of the paragraphs, the spacing of the lines, and the coarse fonts could well present the introduction and attract the attention of the readers, and the reader could catch the concise core at the first eye, and the brief logic of the introduction itself. From the perspective of micro rhetoric, this article mainly discusses the rhetorical style of the introduction of English academic works from two aspects of the choice of words and the type of sentence. As one of the five rhetorical arts, style (style) refers to the style and special point of the text in the use of text words. As a marketing language, the brief introduction of academic works should be presented. The style is mainly embodied in two aspects: one is to conform to the formal, professional and authoritative style of the academic works; the two is to show its persuasive function, including persuasive words, to strengthen the vocabulary and the expression of objectivity. The results show that (1) a large number of persuasive words are used in the level of use of words, and a large number of persuasive words are used in the corpus. Such as nouns innovation, discovery, specialist, verb help, enable, improve, adjectives essential, useful, pioneering, successfully, effectively, significantly., which play a key role in the realization of the persuasion function, including the words of the authorship, professional and academic status of the authors. Er, professionals, these words have a great effect on obtaining the trust of the reader and the concentration of the personality recourse (ethos). In order to strengthen the positive tone, enhance the persuasiveness of the introduction, and based on the emphasis word system listed in Hyland, this article searches out the emphasis word (Booster) in the corpus, such as the modal verb will, must, verb demonstrate, show, As well as adjectives and adverbs clearly, definite., in order to achieve the objectivity of the review, increases the credibility of the introduction, the corpus will write the author "stealth", that is, the lack of the subject "I". "I think" "I recommend" "I believe" and so on. Through the "I" stealth is very good to shape the objectivity of the author, and thus greatly enhance its reliability. (2) in the category of sentences, the corpus presents two major features, one is the frequent use of complex sentences, 132 that relation clauses in the corpus, 62 which relation clauses, 17 who relation clauses, 10 Where relation clauses and 5 when relations. Clause, a large number of relative clauses strengthen the formal and professional language characteristics of the academic works, and make the language more content in the more intensive space. The other is the interrogative sentence with 18 interrogative sentences, which can not only attract the readers' attention, cause the reader's thinking, but also raise the professionalism and authority of the book by asking questions. The two can embody the formal, professional and authoritative style of academic works, which is also the embodiment of the style of academic works. This style can also give readers more confidence. Through the study of the macro and micro Rhetorical Perspectives, the persuasion function of the brief introduction of academic works can be reflected from different angles. It is the theoretical significance of this article that the persuasion function of the brief introduction is to find new research territories for rhetorical theory. As a very important category of marketing language, the study of the brief introduction of the bottom of the book will help the work to achieve its persuasive function better, and stimulate the recognition of the value of the domestic publishers, and then promote the perfection of the brief introduction of their works. This is the article The practical significance of the study.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H315
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