商业修辞资源的滥用和反思
发布时间：2018-10-19 15:48
【摘要】：正 西方所理解的修辞被定义为"说服艺术",就是通过象征手段影响人们的思想,感情,态度,行为的一门实践。"修辞与调动语言和其它象征手段以达到任何实际或功利目的几乎是同义的。"西方修辞在商业领域的运用便是一个很典型的例子。商业营销和广告五花八门,应有尽有,就是要影响受众作出购买商业服务或产品的决定,使潜在的购买力转化为现实的购买力,最终达到实现利润的目的。商业营销和广告的策划者实际上便是商业修辞的实践者。西方修辞包括修辞形势,修辞受众,修辞目的,修辞资源等方面。修辞实践者通常在以上各个方面使出浑身解数,以达到其修辞目的。商业修辞在修辞形势,修辞目的方面似乎没多少作为,因为其动机和目的已很明朗,至多是作些
[Abstract]:Rhetoric understood in the West is defined as the art of persuasion, which is a practice of influencing people's thoughts, feelings, attitudes, and behaviors through symbolic means. " Rhetoric is almost synonymous with the use of language and other symbolic means to achieve any practical or utilitarian purpose. " The use of Western rhetoric in business is a typical example. There are many kinds of commercial marketing and advertising, which is to influence the audience to make the decision of purchasing business service or product, so that the potential purchasing power can be transformed into real purchasing power, and finally the purpose of realizing profit can be achieved. The plotters of commercial marketing and advertising are in fact practitioners of business rhetoric. Western rhetoric includes rhetoric situation, audience, purpose and resources. Rhetorical practitioners usually try their best to achieve their rhetorical purpose. Business rhetoric does not seem to do much in rhetorical terms, because its motive and purpose are clear, at best
【分类号】：H05
[Abstract]:Rhetoric understood in the West is defined as the art of persuasion, which is a practice of influencing people's thoughts, feelings, attitudes, and behaviors through symbolic means. " Rhetoric is almost synonymous with the use of language and other symbolic means to achieve any practical or utilitarian purpose. " The use of Western rhetoric in business is a typical example. There are many kinds of commercial marketing and advertising, which is to influence the audience to make the decision of purchasing business service or product, so that the potential purchasing power can be transformed into real purchasing power, and finally the purpose of realizing profit can be achieved. The plotters of commercial marketing and advertising are in fact practitioners of business rhetoric. Western rhetoric includes rhetoric situation, audience, purpose and resources. Rhetorical practitioners usually try their best to achieve their rhetorical purpose. Business rhetoric does not seem to do much in rhetorical terms, because its motive and purpose are clear, at best
【分类号】：H05
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