本文選題：廣告 + 勸說　； 參考：《貴州大學(xué)》2007年碩士論文

【摘要】： 在現(xiàn)今的生活當(dāng)中，廣告是如此的常見，以至于它們很可能是僅次于日常話語，我們最熟悉的話語了。許多語言學(xué)家已注意到廣告對于我們的重要性，并已從自己的專業(yè)視角，作了大量的相關(guān)研究。但是，我們注意到，雖然有很多研究己從如語言學(xué)，語用學(xué)，符號學(xué)，文體學(xué)等角度對廣告做了研究，然而，極少有研究從西方修辭學(xué)的角度來分析廣告勸說的。因此，本研究試圖以對一些最常用的廣告策略的分析為基礎(chǔ)，從西方修辭學(xué)的兩個方面即亞里士多德的修辭三訴求(本文主要涉及的是人格訴求和情感訴求)和肯尼斯．伯克的修辭同一來探索廣告勸說。 通過引入亞里士多德的修辭勸說訴求和肯尼斯．伯克的修辭同一理論，在人格訴求，情感訴求，及同一理論的幫助下，本文開啟了廣告文本研究的可能的新方法，本文也有助于幫助人們理解廣告是如何勸說它們的受眾的，理解修辭這門勸說的藝術(shù)。本文對教和學(xué)也具現(xiàn)實意義。當(dāng)了解亞里斯多德和肯尼斯．伯克的勸說理論，了解修辭勸說手段后，老師能更好的傳授知識，學(xué)生在寫作和講話時會更具說服力。 本文擬分五個大部分，每個部分都有自己特定的標(biāo)題，共同完成了本文的研究任務(wù)。 第一章對本研究的背景及作者發(fā)現(xiàn)的目前廣告相關(guān)的語言學(xué)研究方面所存在的問題作了簡短的陳述，表明了研究的目的，提出了本文要解決的問題，對一些關(guān)鍵名詞進(jìn)行了解釋，指出了本研究的意義，最后勾勒出了本文的大綱。 第二章簡要地回顧了前人在從語言學(xué)，社會語言學(xué)，系統(tǒng)功能語言學(xué)，符號學(xué)，文體學(xué)，話語分析，語用學(xué)和修辭學(xué)角度對廣告做出的研究，分析了他們在廣告研究方面所做出貢獻(xiàn)及存在的問題。 第三章主要引入亞里斯多德的修辭訴求(本文中主要涉及的是人格訴求和情感訴求)和伯克的同一理論為第四章的分析奠定一個理論基礎(chǔ)，然后介紹了本文的研究設(shè)計。 第四章是本文的主體部分。在該章中，作者利用亞里斯多德的修辭勸說訴求(本文中主要涉及的是人格訴求和情感訴求)和肯尼斯．伯克的同一理論對廣告文本展開分析討論。 第五章是本文的最后一個部分。在該部分，作者總結(jié)了本研究的主要發(fā)現(xiàn)，指出了本文在教和學(xué)等方面的可能的意義，本文在研究中的所存在一些局限和問題，，并對將來廣告方面的研究提出了一些自己建議。
[Abstract]:Advertisements are so common in today's life that they are probably the most familiar words after everyday words. Many linguists have paid attention to the importance of advertising to us and have done a lot of research from their own professional perspective. However, we note that although many studies have been done on advertising from the perspectives of linguistics, pragmatics, semiotics and stylistics, very few studies have analyzed advertising persuasion from the perspective of western rhetoric. Therefore, based on the analysis of some of the most commonly used advertising strategies, this study attempts to discuss Aristotle's three demands of rhetoric (mainly personality and emotion) and Kenneth from two aspects of western rhetoric. Burke's rhetoric is the same as exploring advertising persuasion. By introducing Aristotle's rhetorical persuasion demands and Kenneth. Burke's theory of rhetorical identity, with the help of personality appeal, emotional appeal, and the same theory, opens up a possible new approach to the study of advertising texts. It also helps people to understand how advertising persuades their audiences. Understand the art of persuasion. This article is also of practical significance to teaching and learning. When understanding Aristotle and Kenneth. Burke's persuasion theory, after understanding rhetorical persuasion, teachers can better impart knowledge, students will be more persuasive in writing and speaking. This paper is divided into five parts, each part has its own specific title, together to complete the task of this paper. The first chapter makes a brief statement of the background of this study and the problems existing in the present advertising related linguistic research, which indicates the purpose of the study, and puts forward the problems to be solved in this paper. Some key nouns are explained, the significance of this study is pointed out, and the outline of this paper is given. Chapter two briefly reviews the previous studies on advertising from the perspectives of linguistics, sociolinguistics, systemic functional linguistics, semiotics, stylistics, discourse analysis, pragmatics and rhetoric. The paper analyzes their contributions and problems in advertising research. The third chapter mainly introduces Aristotle's rhetorical appeal (which is mainly concerned with personality and emotional appeal) and Burke's theory of the same as to lay a theoretical foundation for the fourth chapter, and then introduces the research and design of this paper. The fourth chapter is the main part of this paper. In this chapter, the author uses Aristotle's rhetorical persuasion appeal (this paper mainly deals with personality and emotional appeal) and Kenneth. Burke's theory of the same to the advertising text analysis and discussion. The fifth chapter is the last part of this paper. In this part, the author summarizes the main findings of this study, points out the possible significance of this study in teaching and learning, some limitations and problems in the study, and puts forward some suggestions for the future study of advertising.
【學(xué)位授予單位】：貴州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H05

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 彭璽;試談西方修辭學(xué)在大學(xué)英語課程中的建設(shè)[D];福建師范大學(xué);2010年

本文編號：1845039