| 肯尼斯·博克认同说与广告文本分析 |
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| 引用本文： | 姚先锋,沈李丽.肯尼斯·博克认同说与广告文本分析[J].甘肃联合大学学报(社会科学版),2009,25(3). |
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| 作者姓名： | 姚先锋 沈李丽 |
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| 作者单位： | 浙江工商大学,外国语学院,浙江,杭州,310018 |
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| 摘 要： | 广告是一个修辞过程,本文以广告语篇为研究对象,希望通过对广告语篇的研究来对广告语篇劝说方式进行研究.研究中的语料收集来自于真实材料.本文的理论基础来自于肯尼斯·博克新修辞学的"认同说".作者将用认同说中的三中认同策略:同情认同,对立认同和误同对广告文本进行分析,以探究广告写作者是如何通过这三种认同策略来达到劝说的目的.本项研究为广告文本研究提供了新的可能,而且有助于理解广告语言如何展示修辞动机和影响广告修辞活动参与者之间的关系.
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| 关 键 词： | 广告文本 新修辞学 认同说 |
Kenneth Burke's Identification and Advertising Discourse Analysis |
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| YAO Xian-feng,SHEN Li-li.Kenneth Burke's Identification and Advertising Discourse Analysis[J].Journal of Gansu Lianhe University:Social Sciences,2009,25(3). |
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| Authors: | YAO Xian-feng SHEN Li-li |
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| Institution: | School of Foreign Languages;Zhejiang Industrial and Commercial University;Hangzhou 310018;China |
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| Abstract: | Advertising is a rhetoric process.This paper deals with advertising discourses in the hope of analyzing the persuade mode of the advertisements,through analyzing language data in actual advertisements.The identification in Kenneth Burke's new rhetoric serves as theoretical background.In the paper,the author uses three identification strategies,namely identification by sympathy,identification by antithesis,and identification by inaccuracy,to analyze advertising discourses,to explore how the admen use these s... |
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| Keywords: | advertising discourse new rhetoric identification |
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