修辞学视角下的广告劝服功能研究

发布时间：2018-06-23 19:30

本文选题：修辞 + 说服　；参考：《吉林大学》2010年硕士论文

【摘要】： 广告作为一种特殊的交际形式,在经济全球化和信息时代发挥着日益重要的作用。从根本上说,广告是一种说服人的艺术,广告语言是语言劝说功能的一种运用形式;而广告文本,即用以表现广告主题和内容的文字材料,是说服消费者的主要力量。基于广告的实用性和重要性,广告研究也受到了越来越多的国内外语言学家的关注,相关研究也日益增多。本论文主要是从语言学角度分析广告现象,运用修辞学理论来分析广告语中所蕴含的劝服和说服功能,从而进一步来研究广告语中这种现象所体现出来的语言策略和篇章组织结构。本论文主要是以修辞学中亚里士多德的修辞三角学这一经典理论为理论支撑,把三种论据分别展开来研究广告话语中所蕴含的劝服功能的语言策略。本文主要研究的问题有以下几点:(1)情感诉求在广告语中如何运用以达到广告的劝说功能?(2)道义诉求在广告语中如何运用以达到广告的劝说功能?(3)理性诉求在广告语中如何运用以达到广告的劝说功能?概括的来说,就是修辞学三要素在广告语中如何完成劝说功能?组织结构主要围绕这一理论的三方面展开,而每一部分又综合运用了这三种论据,全面解析广告语言中的劝服功能。本研究运用亚里士多德的修辞三角学理论,从诉求的角度分析广告,对广告话语中所隐含的劝服功能进行归纳。广告诉求是通过语言、形象等向目标受众诉说,以求达到广告所期待的反应。本论文在研究的过程中运用建立语料库的方法,通过搜集不同类型、领域和地域的广告,来构成一个范围广、内容多、领域宽的综合全面的语料库,为开展研究得出正确结论搭建一个良好的平台。笔者运用亚里士多德修辞三角学的三种诉求方式,以文中17篇广告为例,对广告话语的形式及功能进行分析,并提出亚里士多德的理论在广告中所体现出的三种诉求方式是整个广告的表现架构。它将广告所要传递的内容引导给目标受众,使他们发生兴趣,产生欲望,最后采取行动。广告以此说服策略完成其话语的劝服功能,以求得广告主所期望的反应和最大的沟通效果。本论文主要通过对广告语篇的分析,使人们能够更好的理解及辨别广告用语。商家通过对这一语言学知识的掌握可以创造更恰当的广告语来推广产品,而消费者可以运用这一语言学的知识来武装自己,认清广告语的内涵,做出最明智的选择。
[Abstract]:Advertising, as a special form of communication, plays an increasingly important role in the economic globalization and the information age. Fundamentally speaking, advertising is an art of persuasion, advertising language is a form of application of language persuasion, and advertising text, which is used to express the theme and content of advertising, is the main force of persuasion. Based on the practicability and importance of advertising, more and more linguists at home and abroad pay attention to advertising research. This thesis mainly analyzes the advertising phenomenon from the linguistic point of view and uses the rhetoric theory to analyze the persuasive and persuasive functions contained in the advertising language. Thus, this paper further studies the linguistic strategies and textual structure embodied by this phenomenon in advertising language. Based on the classical theory of Aristotle's rhetorical trigonometry in rhetoric, this thesis develops three arguments to study the linguistic strategies of persuasive function contained in advertising discourse. The main problems of this paper are as follows: (1) how to use emotional appeal in advertising language to achieve the persuasive function of advertising? (2) how to use moral appeal in advertising language to achieve the persuasive function of advertising? (3) rational appeal in advertising? How to achieve the persuasive function of advertising? To sum up, how do the three elements of rhetoric complete the function of persuasion in the advertising language? The organizational structure mainly revolves around the three aspects of this theory, and each part uses these three arguments synthetically to analyze the persuasion function in advertising language. In this study, Aristotle's rhetorical trigonometry is used to analyze advertising from the point of view of appeal, and induces the implied persuasion function in advertising discourse. Advertising appeal is to the target audience through language, image and so on, in order to achieve the desired response. In the course of the research, this thesis uses the method of establishing corpus to collect advertisements of different types, fields and regions to form a comprehensive and comprehensive corpus with wide range, content and wide field. A good platform is built for carrying out the research to get the correct conclusion. The author analyzes the form and function of advertising discourse by using three ways of Aristotelian rhetoric triangulation and taking 17 advertisements in the text as an example. And put forward that Aristotle's theory in advertising embodies three kinds of appeal way is the whole advertising performance structure. It directs the content of the advertisement to the target audience, makes them interested, lust, and finally takes action. In order to achieve the desired response and maximum communication effect, the advertising strategy achieves the persuasive function of its utterance. Through the analysis of advertising discourse, this thesis can help people to understand and distinguish advertising language better. Merchants can create more appropriate advertising language to promote products by mastering this linguistic knowledge, while consumers can use this linguistic knowledge to arm themselves, recognize the connotation of advertising language, and make the wisest choice.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H052

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