对Whole Foods Market的形象修复文本的批评性分析

发布时间：2018-04-12 20:25

本文选题：Whole + Foods　；参考：《外语与外语教学》2011年04期

【摘要】：2008年,全世界最大的有机食品连锁超市Whole Foods Market销售的部分牛肉感染了O157:H7大肠杆菌,这会对企业的形象带来较大的影响。事件发生后,Whole Foods Market及时通过召回的形式进行了危机沟通。本研究分析了该企业在形象修复文本中使用的修辞策略,讨论了这些策略的使用效果。研究发现:该企业主要使用了转移责任、无可控制、强调正面形象、减小负面情绪、补偿、承诺解决或预防、认错等修辞策略。效果分析显示:合理地使用修辞策略可以增强形象修复文本的有效性,有助于企业尽快恢复企业形象,渡过危机。
[Abstract]:In 2008, some of the beef sold by Whole Foods Market, the world's largest organic supermarket, was infected with O157:H7 Escherichia coli, which could have a big impact on corporate image.After the incident, whole Foods Market communicated the crisis through recall in time.This study analyzes the rhetorical strategies used by the company in image restoration texts and discusses the effects of these strategies.It is found that this enterprise mainly uses rhetorical strategies such as transferring responsibility, beyond control, emphasizing positive image, reducing negative emotion, compensating, promising to solve or prevent, admitting mistakes and so on.The effect analysis shows that the rational use of rhetorical strategies can enhance the effectiveness of the image repair text and help enterprises recover their image and tide over the crisis as soon as possible.
【作者单位】：华中农业大学外国语学院;
【分类号】：H05;C912.3

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