英語學(xué)術(shù)著作封底簡介研究—修辭視角
發(fā)布時(shí)間：2018-08-08 17:15
【摘要】：當(dāng)今社會(huì),隨著信息傳遞和知識更新的加速,出版行業(yè)面臨的競爭日趨激烈,因而越來越多的出版商開始關(guān)注如何推銷著作。作為著作最直接、最顯眼的體現(xiàn),著作封底簡介對推銷著作有著至關(guān)重要的作用。著作簡介最開始出現(xiàn)在著作封底,隨著網(wǎng)絡(luò)的普及和電子商務(wù)的發(fā)展,著作簡介被越來越多的出版商放在了出版社的官網(wǎng),以及一些網(wǎng)絡(luò)交易平臺上。購買者通過著作簡介來了解著作是否具有購買價(jià)值,因而,封底簡介要在有限的篇幅、最短的時(shí)間內(nèi)吸引購買者,并說服購買者購買著作。封底簡介的推銷作用如此突出,但對其的研究極其有限,尤其是在國內(nèi)。鑒于封底簡介的說服功能,本文從修辭視角對其進(jìn)行探析。用于本文研究的120篇語料選自Wiley,Springer,Palgrave Macmillan和Routledge四大出版社的自然科學(xué)和人文科學(xué)六大專業(yè)。修辭,正如亞里士多德所言,是一門“說服的藝術(shù)”,修辭通過理性訴諸(logos)、情感訴諸(pathos)和人格訴諸(ethos)來實(shí)現(xiàn)勸說的目的。修辭的過程包括覓材取材(invention)、布局謀篇(arrangement)、文體風(fēng)格(style)、記憶(memory)和呈現(xiàn)(delivery),也被稱為修辭五藝。依據(jù)以上修辭說服的基本理論,本文從宏觀修辭視角和微觀修辭視角分別探討英語學(xué)術(shù)著作簡介。前者是指從語篇層面來探討修辭的體現(xiàn),包括語篇內(nèi)容的組織,以及語篇整體的呈現(xiàn);而后者則從句子和詞語的層面來探究修辭的使用。從宏觀修辭視角來看,本文主要探討了修辭語步和視覺修辭,研究結(jié)果表明:(1)在修辭語步形成之前,寫作者首先要構(gòu)思著作簡介呈現(xiàn)的內(nèi)容,這就是修辭過程的第一步——覓材取材(invention)。為了實(shí)現(xiàn)著作簡介的說服功能,依據(jù)勸說知識模型,勸說者與被勸說者相關(guān)的知識,話題相關(guān)的知識以及說服知識都將被用于勸說過程中。在確定要呈現(xiàn)的內(nèi)容之后,如何對這些內(nèi)容進(jìn)行安排,這就是修辭中的布局謀篇(arrangement)。在對語料進(jìn)行深入分析后,分析發(fā)現(xiàn)語料呈現(xiàn)出六大語步,分別是標(biāo)語,背景知識,著作描述,著作評價(jià),適用讀者和作者信息。其中語步三和語步四是必備語步,語步一的使用頻率最低。語步基本如語步一到語步六的順序呈現(xiàn),但并非完全固定不變,除了語步一和語步六的位置固定,其他語步順序會(huì)有顛倒,語步內(nèi)容也會(huì)有交叉。(2)視覺修辭主要關(guān)注的是如何更好呈現(xiàn)語篇,使之更加清晰、易懂。在修辭的五藝中,呈現(xiàn)(delivery)在書面語境中指的是如何利用排版、字體、字號、色彩,以及其他設(shè)計(jì)來增強(qiáng)語篇的視覺效果,使之更加清晰,更有吸引力。在對本文語料進(jìn)行分析后發(fā)現(xiàn),段落的排版、行間距以及加粗字體都能很好地呈現(xiàn)著作簡介并吸引讀者的注意,讀者能在第一眼抓住簡潔的核心,此外,簡介本身的行文邏輯也更加清晰。從微觀修辭視角來看,本文主要從詞語選擇和句子類型兩個(gè)方面探討英語學(xué)術(shù)著作簡介的修辭風(fēng)格。作為修辭五藝之一,風(fēng)格(style)是指在語篇詞、句的使用上要體現(xiàn)出語篇的風(fēng)格和特點(diǎn)。作為推銷語類,學(xué)術(shù)著作封底簡介要呈現(xiàn)的風(fēng)格主要體現(xiàn)在兩大方面:一是要與學(xué)術(shù)著作正式、專業(yè)、權(quán)威的風(fēng)格相符合;二是要能呈現(xiàn)其說服功能,包括說服性的詞匯,加強(qiáng)語氣的詞匯以及客觀性的表達(dá)。研究結(jié)果表明:(1)在詞語使用層面,語料中使用了大量具有說服性的詞語,例如名詞innovation,discovery,specialist,動(dòng)詞help,enable,improve,形容詞essential,useful,pioneering,副詞successfully,effectively,significantly。這些關(guān)鍵詞對簡介說服功能的實(shí)現(xiàn)起著關(guān)鍵作用,其中不乏體現(xiàn)著作作者權(quán)威、專業(yè)、學(xué)術(shù)地位的詞匯,例如expert,leader,professionals,這些詞匯對取得讀者的信賴有很大的作用,也是人格訴諸(ethos)的集中體現(xiàn)。為了加強(qiáng)肯定語氣、增強(qiáng)簡介的說服力,依據(jù)Hyland列舉的強(qiáng)調(diào)詞系統(tǒng),本文搜索出語料中的強(qiáng)調(diào)詞(Booster),例如情態(tài)動(dòng)詞will,must,動(dòng)詞demonstrate,show,以及形容詞和副詞clearly,definite。為了實(shí)現(xiàn)評論的客觀性,增加簡介的可信度,語料將寫作者“隱身”,也就是主語“我”的缺失�！拔艺J(rèn)為”“我推薦”“我相信”等等表達(dá)都有很強(qiáng)的主觀色彩,做出的評價(jià)未免讓人覺得有所偏倚。語料通過“我”的隱身很好塑造了著作簡介寫作者的客觀性,因而大大提升其可靠性。(2)在句子種類上,語料呈現(xiàn)兩大特色,一是復(fù)雜句使用頻繁,語料共計(jì)132處that關(guān)系從句,62處which關(guān)系從句,17處who關(guān)系從句,10處where關(guān)系從句和5處when關(guān)系從句,大量的關(guān)系從句加強(qiáng)了學(xué)術(shù)著作正式、專業(yè)的語言特點(diǎn),也讓語言在更精悍的篇幅內(nèi)呈現(xiàn)出更多的內(nèi)容。另一種是疑問句,語料共有18處疑問句,他們不僅能吸引讀者注意、引發(fā)讀者的思考,而且能通過提問提升著作的專業(yè)性和權(quán)威性。二者都能體現(xiàn)學(xué)術(shù)著作簡介正式、專業(yè)、權(quán)威的風(fēng)格,這也正是學(xué)術(shù)著作風(fēng)格的體現(xiàn),這種風(fēng)格也更能讓讀者產(chǎn)生信任。通過宏觀和微觀修辭視角的研究,學(xué)術(shù)著作封底簡介的說服功能得以從不同角度得以體現(xiàn)。本文從修辭視角探查封底簡介的說服功能,為修辭理論尋找新的研究領(lǐng)地,這是本文的理論意義;作為一種非常重要的推銷語類,封底簡介的研究有助于著作更好實(shí)現(xiàn)其說服功能,并激發(fā)國內(nèi)出版商對其價(jià)值的認(rèn)可,進(jìn)而推進(jìn)其著作封底簡介的完善,這是本文研究的現(xiàn)實(shí)意義。
[Abstract]:In today's society, with the acceleration of information transmission and knowledge renewal, the competition in the publishing industry is becoming increasingly fierce, and more and more publishers are beginning to pay attention to how to sell books. As the most direct and most obvious embodiment of the work, the brief introduction of the book has an important role in selling books. With the popularity of the network and the development of e-commerce, more and more publishers have been placed on the official web of the publishers, and on some network trading platforms. Buyers know whether the book has the value of purchase through a brief introduction to the book, so the brief introduction should attract buyers in a limited space and in the shortest possible time. The promotional effect of the brief introduction is so prominent, but the research is extremely limited, especially at home. In view of the persuasive function of the brief introduction, this article analyses it from the rhetorical perspective. The 120 corpus used in this study are selected from the nature of the four big publishing houses of Wiley, Springer, Palgrave Macmillan and Routledge. The six major major of science and humanities. Rhetoric, as Aristotle said, is a "art of persuasion", rhetoric through rational resorting (logos), emotional appeal (pathos) and personality recourse (ethos) to realize the purpose of persuasion. The process of rhetoric includes material seeking (invention), layout (arrangement), style (style), memory (me). Mory) and presentation (delivery) are also called rhetorical five. According to the basic theory of rhetoric persuasion above, this paper discusses the introduction of English academic works from the macro rhetorical perspective and the micro rhetorical perspective. The former means to discuss the expression of the rhetoric from the discourse level, including the organization of the text, as well as the presentation of the whole text; and the latter from the latter. In terms of the level of sentences and words, the use of rhetoric is explored. From the macro rhetorical perspective, this paper mainly discusses the rhetorical step and the visual rhetoric. The results show that (1) before the formation of the rhetorical step, the writer first wants to conceive the content presented in a brief introduction, which is the first step in the process of the revision (invention). To realize the persuasive function of the introduction, the persuasive knowledge related to the persuasive, the subject related knowledge and the persuasive knowledge will be used in the persuasion process according to the persuasive knowledge model. After determining the content to be presented, how to arrange these contents is a rhetorical layout (arrangement). After in-depth analysis, the analysis found that the corpus presented six steps, namely, slogans, background knowledge, work description, work evaluation, and the application of the reader and author information. Among them, step three and step four are the necessary steps, and the use of step one is the lowest. The position of step one and step six is fixed, other steps will be reversed and the step content will cross. (2) visual rhetoric mainly focuses on how to better present the text, make it clearer and understandable. In the five art of rhetoric, the presentation (delivery) refers to the use of typesetting, font, font, color, and its use in the five art of rhetoric. He designed to enhance the visual effect of the text to make it clearer and more attractive. After analyzing the text of this article, it was found that the typesetting of the paragraphs, the spacing of the lines, and the coarse fonts could well present the introduction and attract the attention of the readers, and the reader could catch the concise core at the first eye, and the brief logic of the introduction itself. From the perspective of micro rhetoric, this article mainly discusses the rhetorical style of the introduction of English academic works from two aspects of the choice of words and the type of sentence. As one of the five rhetorical arts, style (style) refers to the style and special point of the text in the use of text words. As a marketing language, the brief introduction of academic works should be presented. The style is mainly embodied in two aspects: one is to conform to the formal, professional and authoritative style of the academic works; the two is to show its persuasive function, including persuasive words, to strengthen the vocabulary and the expression of objectivity. The results show that (1) a large number of persuasive words are used in the level of use of words, and a large number of persuasive words are used in the corpus. Such as nouns innovation, discovery, specialist, verb help, enable, improve, adjectives essential, useful, pioneering, successfully, effectively, significantly., which play a key role in the realization of the persuasion function, including the words of the authorship, professional and academic status of the authors. Er, professionals, these words have a great effect on obtaining the trust of the reader and the concentration of the personality recourse (ethos). In order to strengthen the positive tone, enhance the persuasiveness of the introduction, and based on the emphasis word system listed in Hyland, this article searches out the emphasis word (Booster) in the corpus, such as the modal verb will, must, verb demonstrate, show, As well as adjectives and adverbs clearly, definite., in order to achieve the objectivity of the review, increases the credibility of the introduction, the corpus will write the author "stealth", that is, the lack of the subject "I". "I think" "I recommend" "I believe" and so on. Through the "I" stealth is very good to shape the objectivity of the author, and thus greatly enhance its reliability. (2) in the category of sentences, the corpus presents two major features, one is the frequent use of complex sentences, 132 that relation clauses in the corpus, 62 which relation clauses, 17 who relation clauses, 10 Where relation clauses and 5 when relations. Clause, a large number of relative clauses strengthen the formal and professional language characteristics of the academic works, and make the language more content in the more intensive space. The other is the interrogative sentence with 18 interrogative sentences, which can not only attract the readers' attention, cause the reader's thinking, but also raise the professionalism and authority of the book by asking questions. The two can embody the formal, professional and authoritative style of academic works, which is also the embodiment of the style of academic works. This style can also give readers more confidence. Through the study of the macro and micro Rhetorical Perspectives, the persuasion function of the brief introduction of academic works can be reflected from different angles. It is the theoretical significance of this article that the persuasion function of the brief introduction is to find new research territories for rhetorical theory. As a very important category of marketing language, the study of the brief introduction of the bottom of the book will help the work to achieve its persuasive function better, and stimulate the recognition of the value of the domestic publishers, and then promote the perfection of the brief introduction of their works. This is the article The practical significance of the study.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：H315
本文編號：2172470
[Abstract]:In today's society, with the acceleration of information transmission and knowledge renewal, the competition in the publishing industry is becoming increasingly fierce, and more and more publishers are beginning to pay attention to how to sell books. As the most direct and most obvious embodiment of the work, the brief introduction of the book has an important role in selling books. With the popularity of the network and the development of e-commerce, more and more publishers have been placed on the official web of the publishers, and on some network trading platforms. Buyers know whether the book has the value of purchase through a brief introduction to the book, so the brief introduction should attract buyers in a limited space and in the shortest possible time. The promotional effect of the brief introduction is so prominent, but the research is extremely limited, especially at home. In view of the persuasive function of the brief introduction, this article analyses it from the rhetorical perspective. The 120 corpus used in this study are selected from the nature of the four big publishing houses of Wiley, Springer, Palgrave Macmillan and Routledge. The six major major of science and humanities. Rhetoric, as Aristotle said, is a "art of persuasion", rhetoric through rational resorting (logos), emotional appeal (pathos) and personality recourse (ethos) to realize the purpose of persuasion. The process of rhetoric includes material seeking (invention), layout (arrangement), style (style), memory (me). Mory) and presentation (delivery) are also called rhetorical five. According to the basic theory of rhetoric persuasion above, this paper discusses the introduction of English academic works from the macro rhetorical perspective and the micro rhetorical perspective. The former means to discuss the expression of the rhetoric from the discourse level, including the organization of the text, as well as the presentation of the whole text; and the latter from the latter. In terms of the level of sentences and words, the use of rhetoric is explored. From the macro rhetorical perspective, this paper mainly discusses the rhetorical step and the visual rhetoric. The results show that (1) before the formation of the rhetorical step, the writer first wants to conceive the content presented in a brief introduction, which is the first step in the process of the revision (invention). To realize the persuasive function of the introduction, the persuasive knowledge related to the persuasive, the subject related knowledge and the persuasive knowledge will be used in the persuasion process according to the persuasive knowledge model. After determining the content to be presented, how to arrange these contents is a rhetorical layout (arrangement). After in-depth analysis, the analysis found that the corpus presented six steps, namely, slogans, background knowledge, work description, work evaluation, and the application of the reader and author information. Among them, step three and step four are the necessary steps, and the use of step one is the lowest. The position of step one and step six is fixed, other steps will be reversed and the step content will cross. (2) visual rhetoric mainly focuses on how to better present the text, make it clearer and understandable. In the five art of rhetoric, the presentation (delivery) refers to the use of typesetting, font, font, color, and its use in the five art of rhetoric. He designed to enhance the visual effect of the text to make it clearer and more attractive. After analyzing the text of this article, it was found that the typesetting of the paragraphs, the spacing of the lines, and the coarse fonts could well present the introduction and attract the attention of the readers, and the reader could catch the concise core at the first eye, and the brief logic of the introduction itself. From the perspective of micro rhetoric, this article mainly discusses the rhetorical style of the introduction of English academic works from two aspects of the choice of words and the type of sentence. As one of the five rhetorical arts, style (style) refers to the style and special point of the text in the use of text words. As a marketing language, the brief introduction of academic works should be presented. The style is mainly embodied in two aspects: one is to conform to the formal, professional and authoritative style of the academic works; the two is to show its persuasive function, including persuasive words, to strengthen the vocabulary and the expression of objectivity. The results show that (1) a large number of persuasive words are used in the level of use of words, and a large number of persuasive words are used in the corpus. Such as nouns innovation, discovery, specialist, verb help, enable, improve, adjectives essential, useful, pioneering, successfully, effectively, significantly., which play a key role in the realization of the persuasion function, including the words of the authorship, professional and academic status of the authors. Er, professionals, these words have a great effect on obtaining the trust of the reader and the concentration of the personality recourse (ethos). In order to strengthen the positive tone, enhance the persuasiveness of the introduction, and based on the emphasis word system listed in Hyland, this article searches out the emphasis word (Booster) in the corpus, such as the modal verb will, must, verb demonstrate, show, As well as adjectives and adverbs clearly, definite., in order to achieve the objectivity of the review, increases the credibility of the introduction, the corpus will write the author "stealth", that is, the lack of the subject "I". "I think" "I recommend" "I believe" and so on. Through the "I" stealth is very good to shape the objectivity of the author, and thus greatly enhance its reliability. (2) in the category of sentences, the corpus presents two major features, one is the frequent use of complex sentences, 132 that relation clauses in the corpus, 62 which relation clauses, 17 who relation clauses, 10 Where relation clauses and 5 when relations. Clause, a large number of relative clauses strengthen the formal and professional language characteristics of the academic works, and make the language more content in the more intensive space. The other is the interrogative sentence with 18 interrogative sentences, which can not only attract the readers' attention, cause the reader's thinking, but also raise the professionalism and authority of the book by asking questions. The two can embody the formal, professional and authoritative style of academic works, which is also the embodiment of the style of academic works. This style can also give readers more confidence. Through the study of the macro and micro Rhetorical Perspectives, the persuasion function of the brief introduction of academic works can be reflected from different angles. It is the theoretical significance of this article that the persuasion function of the brief introduction is to find new research territories for rhetorical theory. As a very important category of marketing language, the study of the brief introduction of the bottom of the book will help the work to achieve its persuasive function better, and stimulate the recognition of the value of the domestic publishers, and then promote the perfection of the brief introduction of their works. This is the article The practical significance of the study.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：H315
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