布斯的隐喻观与西方修辞学

韦恩·布斯是二十世纪美国修辞学界的知名学者，尤以小说修辞学著称。但布斯对隐喻的论述也颇具前瞻性。由于其修辞学家身份，其在阐述隐喻定义、评价等方面时难免不涉及一些诸如修辞情境、修辞动机、劝说等修辞学概念，这些概念的运用极大地充实了他的隐喻观。研究对韦恩·布斯的隐喻观作了梳理与分析，主要阐析了布斯对隐喻的概念本质、评价等方面的理解，分析了布斯的隐喻观与西方修辞学之间的内在关联，在此基础上评价了其理论贡献和局限。研究发现，布斯的隐喻观较具前瞻性，有深厚的西方修辞学底蕴，为后来的隐喻研究作了重要的铺垫。     

Sexual Orientation as a Peripheral Cue in Advertising: Effects of Models’ Sexual Orientation,Argument Strength,and Involvement on Responses to Magazine Ads

This study examines how sexual orientation of couples featured in magazine advertisements affects heterosexual viewers’ responses using the elaboration likelihood model as a framework. A 3 × 2 × 2 × 3 experiment tested effects of sexual orientation, argument strength, involvement, and attitudes toward homosexuality on heterosexuals’ attitudes toward the couple, advertisement, brand, and product, purchase intentions, and recall. Results indicate that consumers were accepting of ads with lesbian portrayals. Participants showed more negative attitudes toward gay male portrayals, but attitudes toward heterosexual and lesbian ads were similar. This effect was moderated by participants’ attitudes toward homosexuals. Low-involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, indicating that sexual orientation may have served as a peripheral cue negatively impacting attitudes toward the couple and ad under low elaboration. These effects were not observed for attitudes toward the brand and product, purchase intentions, or recall.     

‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator’s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.     

基于Agent的情感劝说的决策过程及模型研究

Agent具有情感后进行的劝说决策会更加理性,而现有研究还不够全面深入。针对此问题,首先结合形式逻辑理论,定义了基于Agent的情感劝说及其决策过程,并将基于Agent的情感劝说的决策过程划分为评价情感劝说行为、更新情感劝说状态、调整情感劝说目标、产生情感劝说行为四个阶段;其次针对这四个阶段,结合OCC情感模型和PAD心情模型,运用多属性效用理论,引入情感淡化因子和情感评价因子,定义了Agent情感触发函数,建立了八种Agent基本情感与劝说目标的映射关系,将Agent的情感劝说行为分为奖励型、申辩型、威胁型和反辩型四类,分别构建了相应的决策模型,从而构成了更加完整和合理的基于Agent的情感劝说的决策过程模型;最后通过算例证明了模型的合理性和有效性。     

A meta-analysis of the pique technique of compliance

A random-effects meta-analysis was undertaken to examine the effectiveness of the pique technique of compliance-gaining. Results indicated an overall significant effect of the pique technique on increased compliance rate across 17 comparisons (r = .27). Moderator analyses showed the technique worked significantly better than controls in gaining compliance when a smaller amount was requested, when the reason for the request was included, and when the technique was used in France. In addition, the pique technique was more successful than control requests in terms of the total amount of money or time given by participants and the percentage of participants inquiring about the requests. Theoretical and practical implications for the success of pique technique are discussed for future research.     

论作为西方知识论主流性观念的基础主义

基础主义可溯源至亚里士多德哲学。作为一种确证的理论,它面对的主要是"回溯论证"的问题。当代基础主义者一般采取经验论的观点。他们需要解决的,包括基础信念的存在、能够对上位概念提供支持,以及它们本身必须是自我确证的、独立于其他信念等问题。对这些问题的不同回答使基础主义区分为不同的类型。基础主义的理论有其合理性,这表现在基础信念是存在的,基础主义所论及的论证方式是不可或缺的,是一种基本的信念或知识的确证方法。不过,基础主义有关"基础信念"的界定需要进行某些修改与补充。     

《左传》谏说应对的策略艺术

策略决定行为、言辞。《左传》中诸多谏说应对的成功,首先取决于其策略的正确、恰当。其策略,大体分"以利彼求利己"、"喻理必先动情"、"刚柔相济"、"以子之矛,攻子之盾"、"澄清概念"、"搭桥铺路"、"旁敲侧击"、"假痴不癫"等8种。     

基于说服模型的高校思想政治理论课教学研究

基于社会心理学说服模型的高校思想政治理论教学在我国尚缺乏系统、深入的研究。目前,对其研究更多倾向于以信息为中心和以人为中心的说服模型教学研究,而注重过程的说服模型的教学应用研究则较为薄弱,且研究成果甚少。在以过程为中心的说服模型基础上,探索高校思想政治理论课教学的内在说服过程,提出要注重外部因素的变量、说服对象的内部特征、说服过程的一致性机制、说服结果的一致性改变或不一致性改变,并由此得出对高校思政课教学的重要启示。     

论战国说辞与屈原赋

作为伟大的文学家,屈原既是辞赋文体的奠基者,又是诗歌新形式的开创者,在中国文学史上具有崇高地位。     

社交电商情境下消费者预期价值研究——基于说服抵抗的中介作用及内容煽动性的调节作用

社交电商的发展使得网红带货成为时下最流行的流量变现方式,商家利用社交媒体投放产品广告,借助网红博主的影响力为产品打开市场并建立口碑。基于说服抵抗理论和信息操纵理论,通过两个实验研究社交电商背景下网红博主与产品之间的契合程度对于消费者对产品预期价值的影响,以及该过程中说服抵抗的中介作用和博文内容煽动强度的调节作用。结果表明:与博主 产品契合度低的博文推广内容相比,博主 产品契合度高的博文推广内容能使消费者对产品产生更高的价值预期,且此过程以说服抵抗为中介。同时,内容煽动强度发挥调节作用,当煽动强度存在强弱差异时,不同博主 产品契合度的产品推广博文对消费者预期价值的影响差异逐渐加大。