修辞诉求和同一下的广告劝说分析

发布时间：2018-05-04 22:44

本文选题：广告 + 劝说　；参考：《贵州大学》2007年硕士论文

【摘要】： 在现今的生活当中，广告是如此的常见，以至于它们很可能是仅次于日常话语，我们最熟悉的话语了。许多语言学家已注意到广告对于我们的重要性，并已从自己的专业视角，作了大量的相关研究。但是，我们注意到，虽然有很多研究己从如语言学，语用学，符号学，文体学等角度对广告做了研究，然而，极少有研究从西方修辞学的角度来分析广告劝说的。因此，本研究试图以对一些最常用的广告策略的分析为基础，从西方修辞学的两个方面即亚里士多德的修辞三诉求(本文主要涉及的是人格诉求和情感诉求)和肯尼斯．伯克的修辞同一来探索广告劝说。通过引入亚里士多德的修辞劝说诉求和肯尼斯．伯克的修辞同一理论，在人格诉求，情感诉求，及同一理论的帮助下，本文开启了广告文本研究的可能的新方法，本文也有助于帮助人们理解广告是如何劝说它们的受众的，理解修辞这门劝说的艺术。本文对教和学也具现实意义。当了解亚里斯多德和肯尼斯．伯克的劝说理论，了解修辞劝说手段后，老师能更好的传授知识，学生在写作和讲话时会更具说服力。本文拟分五个大部分，每个部分都有自己特定的标题，共同完成了本文的研究任务。第一章对本研究的背景及作者发现的目前广告相关的语言学研究方面所存在的问题作了简短的陈述，表明了研究的目的，提出了本文要解决的问题，对一些关键名词进行了解释，指出了本研究的意义，最后勾勒出了本文的大纲。第二章简要地回顾了前人在从语言学，社会语言学，系统功能语言学，符号学，文体学，话语分析，语用学和修辞学角度对广告做出的研究，分析了他们在广告研究方面所做出贡献及存在的问题。第三章主要引入亚里斯多德的修辞诉求(本文中主要涉及的是人格诉求和情感诉求)和伯克的同一理论为第四章的分析奠定一个理论基础，然后介绍了本文的研究设计。第四章是本文的主体部分。在该章中，作者利用亚里斯多德的修辞劝说诉求(本文中主要涉及的是人格诉求和情感诉求)和肯尼斯．伯克的同一理论对广告文本展开分析讨论。第五章是本文的最后一个部分。在该部分，作者总结了本研究的主要发现，指出了本文在教和学等方面的可能的意义，本文在研究中的所存在一些局限和问题，，并对将来广告方面的研究提出了一些自己建议。
[Abstract]:Advertisements are so common in today's life that they are probably the most familiar words after everyday words. Many linguists have paid attention to the importance of advertising to us and have done a lot of research from their own professional perspective. However, we note that although many studies have been done on advertising from the perspectives of linguistics, pragmatics, semiotics and stylistics, very few studies have analyzed advertising persuasion from the perspective of western rhetoric. Therefore, based on the analysis of some of the most commonly used advertising strategies, this study attempts to discuss Aristotle's three demands of rhetoric (mainly personality and emotion) and Kenneth from two aspects of western rhetoric. Burke's rhetoric is the same as exploring advertising persuasion. By introducing Aristotle's rhetorical persuasion demands and Kenneth. Burke's theory of rhetorical identity, with the help of personality appeal, emotional appeal, and the same theory, opens up a possible new approach to the study of advertising texts. It also helps people to understand how advertising persuades their audiences. Understand the art of persuasion. This article is also of practical significance to teaching and learning. When understanding Aristotle and Kenneth. Burke's persuasion theory, after understanding rhetorical persuasion, teachers can better impart knowledge, students will be more persuasive in writing and speaking. This paper is divided into five parts, each part has its own specific title, together to complete the task of this paper. The first chapter makes a brief statement of the background of this study and the problems existing in the present advertising related linguistic research, which indicates the purpose of the study, and puts forward the problems to be solved in this paper. Some key nouns are explained, the significance of this study is pointed out, and the outline of this paper is given. Chapter two briefly reviews the previous studies on advertising from the perspectives of linguistics, sociolinguistics, systemic functional linguistics, semiotics, stylistics, discourse analysis, pragmatics and rhetoric. The paper analyzes their contributions and problems in advertising research. The third chapter mainly introduces Aristotle's rhetorical appeal (which is mainly concerned with personality and emotional appeal) and Burke's theory of the same as to lay a theoretical foundation for the fourth chapter, and then introduces the research and design of this paper. The fourth chapter is the main part of this paper. In this chapter, the author uses Aristotle's rhetorical persuasion appeal (this paper mainly deals with personality and emotional appeal) and Kenneth. Burke's theory of the same to the advertising text analysis and discussion. The fifth chapter is the last part of this paper. In this part, the author summarizes the main findings of this study, points out the possible significance of this study in teaching and learning, some limitations and problems in the study, and puts forward some suggestions for the future study of advertising.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H05

【引证文献】