中美房地产广告劝说策略的对比研究—修辞诉求的角度
发布时间：2025-02-07 19:22
随着现代社会的不断发展,广告在世界经济活动中起到越来越重要的作用。广告通过电视、报纸、网络、杂志、广播等各种途径传播,深入到人们生活的各个方面。广告是一种特殊的交际形式,反映社会经济的发展,同时也影响着每一位消费者的生活和文化价值观。由于房地产业的快速发展,房地产广告变得越来越重要。许多学者从语言、文化、翻译等角度研究房地产广告。本文试图从另一个角度研究房地产广告,即用亚里士多德的劝说三要素：来源的可信性诉求ethos、情感诉求pathos、逻辑诉求logos来研究房地产广告。作者通过对比分析找出中美房地产广告语言使用的劝说策略的异同,从文化的角度探讨造成劝说策略使用差异的深层原因,旨在理论上丰富房地产广告领域的分析角度,实践上给房地产广告的创作提供借鉴。 本论文选择北京房地产广告和华盛顿的房地产广告分别作为中美房地产广告的样本,所采用的语料均来源于两个综合性专业网站：http://beijing.liebiao.com和http://washingtondc.olx.com。为了比较客观的进行对比研究,作者在2010年10月至11月分别从网站搜集了100篇北京房地产广告和100篇华...
【文章页数】：53 页
【学位级别】：硕士
【文章目录】：
中文摘要
Abstract
Chapter 1 Introduction
1.1 Research Background
1.2 Methodology and Data Collection
1.3 Organization of the Thesis
Chapter 2 Literature Review
2.1 Previous Researches on Real Estate Advertisement
2.1.1 Cultural Studies on Real Estate Advertisements
2.1.2 Translation Studies on Real Estate Advertisements
2.1.3 Linguistic Studies on Real Estate Advertisements
2.2 Previous Studies on Aristotle's Three Appeals in Advertisements
2.3 Inspirations Derived from the Literature Review
Chapter 3 Theoretical Framework
3.1 Aristotle's Three Rhetorical Appeals
3.1.1 Ethos
3.1.2 Pathos
3.1.3 Logos
3.2 Studies on the Three Rhetorical Appeals
3.2.1 Previous Studies on Ethos
3.2.2 Previous Studies on Pathos
3.2.3 Previous Studies on Logos
Chapter 4 Data Analysis
4.1 A General Description
4.2 Persuasive Strategies by Means of Ethos
4.2.1 Good Sense
4.2.2 Good Moral
4.2.3 Good Will
4.3 Persuasive Strategies by Means of Pathos
4.3.1 Appeal to Aesthetic Sense
4.3.2 Appeal to Fear
4.3.3 Appeal to Pride
4.3.4 Appeal to Sense about Family
4.3.5 Appeal to Hope
4.3.6 Appeal to Sense of Being Presented in a Real Scene
4.4 Persuasive Strategies by Means of Logos
Chapter 5 Findings and Discussion
5.1 Similarities
5.2 Differences and Reasons
5.2.1 Differences by Means of Ethos and Possible Reason
5.2.2 Differences by Means of Pathos and Possible Reason
5.2.3 Differences by Means of Logos and Possible Reason
Chapter 6 Conclusion
Bibliography
Appendices
Publications during the Postgraduate Program
Acknowledgements
本文编号：4031182
【文章页数】：53 页
【学位级别】：硕士
【文章目录】：
中文摘要
Abstract
Chapter 1 Introduction
1.1 Research Background
1.2 Methodology and Data Collection
1.3 Organization of the Thesis
Chapter 2 Literature Review
2.1 Previous Researches on Real Estate Advertisement
2.1.1 Cultural Studies on Real Estate Advertisements
2.1.2 Translation Studies on Real Estate Advertisements
2.1.3 Linguistic Studies on Real Estate Advertisements
2.2 Previous Studies on Aristotle's Three Appeals in Advertisements
2.3 Inspirations Derived from the Literature Review
Chapter 3 Theoretical Framework
3.1 Aristotle's Three Rhetorical Appeals
3.1.1 Ethos
3.1.2 Pathos
3.1.3 Logos
3.2 Studies on the Three Rhetorical Appeals
3.2.1 Previous Studies on Ethos
3.2.2 Previous Studies on Pathos
3.2.3 Previous Studies on Logos
Chapter 4 Data Analysis
4.1 A General Description
4.2 Persuasive Strategies by Means of Ethos
4.2.1 Good Sense
4.2.2 Good Moral
4.2.3 Good Will
4.3 Persuasive Strategies by Means of Pathos
4.3.1 Appeal to Aesthetic Sense
4.3.2 Appeal to Fear
4.3.3 Appeal to Pride
4.3.4 Appeal to Sense about Family
4.3.5 Appeal to Hope
4.3.6 Appeal to Sense of Being Presented in a Real Scene
4.4 Persuasive Strategies by Means of Logos
Chapter 5 Findings and Discussion
5.1 Similarities
5.2 Differences and Reasons
5.2.1 Differences by Means of Ethos and Possible Reason
5.2.2 Differences by Means of Pathos and Possible Reason
5.2.3 Differences by Means of Logos and Possible Reason
Chapter 6 Conclusion
Bibliography
Appendices
Publications during the Postgraduate Program
Acknowledgements
本文编号：4031182
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