隨著現(xiàn)代社會的不斷發(fā)展,廣告在世界經(jīng)濟(jì)活動中起到越來越重要的作用。廣告通過電視、報紙、網(wǎng)絡(luò)、雜志、廣播等各種途徑傳播,深入到人們生活的各個方面。廣告是一種特殊的交際形式,反映社會經(jīng)濟(jì)的發(fā)展,同時也影響著每一位消費(fèi)者的生活和文化價值觀。由于房地產(chǎn)業(yè)的快速發(fā)展,房地產(chǎn)廣告變得越來越重要。許多學(xué)者從語言、文化、翻譯等角度研究房地產(chǎn)廣告。本文試圖從另一個角度研究房地產(chǎn)廣告,即用亞里士多德的勸說三要素：來源的可信性訴求ethos、情感訴求pathos、邏輯訴求logos來研究房地產(chǎn)廣告。作者通過對比分析找出中美房地產(chǎn)廣告語言使用的勸說策略的異同,從文化的角度探討造成勸說策略使用差異的深層原因,旨在理論上豐富房地產(chǎn)廣告領(lǐng)域的分析角度,實(shí)踐上給房地產(chǎn)廣告的創(chuàng)作提供借鑒。 本論文選擇北京房地產(chǎn)廣告和華盛頓的房地產(chǎn)廣告分別作為中美房地產(chǎn)廣告的樣本,所采用的語料均來源于兩個綜合性專業(yè)網(wǎng)站：http://beijing.liebiao.com和http://washingtondc.olx.com。為了比較客觀的進(jìn)行對比研究,作者在2010年10月至11月分別從網(wǎng)站搜集了100篇北京房地產(chǎn)廣告和100篇華...

【文章頁數(shù)】：53 頁

【學(xué)位級別】：碩士

【文章目錄】：
中文摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Methodology and Data Collection
    1.3 Organization of the Thesis
Chapter 2 Literature Review
    2.1 Previous Researches on Real Estate Advertisement
        2.1.1 Cultural Studies on Real Estate Advertisements
        2.1.2 Translation Studies on Real Estate Advertisements
        2.1.3 Linguistic Studies on Real Estate Advertisements
    2.2 Previous Studies on Aristotle's Three Appeals in Advertisements
    2.3 Inspirations Derived from the Literature Review
Chapter 3 Theoretical Framework
    3.1 Aristotle's Three Rhetorical Appeals
        3.1.1 Ethos
        3.1.2 Pathos
        3.1.3 Logos
    3.2 Studies on the Three Rhetorical Appeals
        3.2.1 Previous Studies on Ethos
        3.2.2 Previous Studies on Pathos
        3.2.3 Previous Studies on Logos
Chapter 4 Data Analysis
    4.1 A General Description
    4.2 Persuasive Strategies by Means of Ethos
        4.2.1 Good Sense
        4.2.2 Good Moral
        4.2.3 Good Will
    4.3 Persuasive Strategies by Means of Pathos
        4.3.1 Appeal to Aesthetic Sense
        4.3.2 Appeal to Fear
        4.3.3 Appeal to Pride
        4.3.4 Appeal to Sense about Family
        4.3.5 Appeal to Hope
        4.3.6 Appeal to Sense of Being Presented in a Real Scene
    4.4 Persuasive Strategies by Means of Logos
Chapter 5 Findings and Discussion
    5.1 Similarities
    5.2 Differences and Reasons
        5.2.1 Differences by Means of Ethos and Possible Reason
        5.2.2 Differences by Means of Pathos and Possible Reason
        5.2.3 Differences by Means of Logos and Possible Reason
Chapter 6 Conclusion
Bibliography
Appendices
Publications during the Postgraduate Program
Acknowledgements



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