道德与诚信：中国的修辞精神与世界修辞的潮流

古语曰：“修辞立其诚”。中国的修辞，从古代以降直至今日，一直关注道德与诚信。道德与诚信的基础是实事求是，说真话就是最好的修辞表达。修辞的研究，必须对涵养优秀的人文道德精神作贡献。不仅在中国，就是在世界上，道德与诚信也是修辞学的主流，譬如，不论是以博克为代表的新修辞学所提出的“认同”说，还是“视觉形象修辞观”，起作用的内在因素皆是道德与诚信。

Morality and Sincerity:the Tradition of Rhetoric in China and the Trend of Rhetoric in the World

There is a Chinese classic saying： ＂Sincerity is rhetoric.＂ From ancient times up to now, Chinese people have been setting great store by morality and sincerity in rhetoric. The basis of morality and sincerity lies in seeking truth from facts and from the perspective of rhetoric telling the truth frankly is the best way of expression. The study of rhetoric must contribute in breeding the excellent morality in the humane studies. Not only in China but also in the world, morality and sincerity would be the main trend in rhetoric. For instance, morality and sincerity may surely be the internal factors which take effects in the theory of ＂ Identification＂ of the New Rhetoric given by Kenneth Burke and Rhetorical Perspective on Visual Imagery.