摘要
广告作为现代生活的重要部分已深入人们生活的各个方面,影响人们的消费观念和行为。广告如何才能取得好的营销效果是过去不同学者所关注的,他们从不同角度分析解读了广告语篇和广告行为。西方修辞学一直被认为是通过言语影响说服他人的学问,这也是广告所期望得到的效果。作为其核心概念的"认同"学说强调无意识地说服,是传统修辞学说的继承和发展。通过运用"认同"理论对中西方社会文化背景下的一些广告话语和行为进行分析、解读和思考,希望能借此对广告话语和行为有一些新的认识。
Ads have been pervasive in modern society,which have been exerting impact on people＇s consumption concept and behavior.Scholars from different schools have been studying and analyzing ads discourse and behavior from distinct perspectives with a view to finding out how ads may achieve better marketing effect.Western rhetorics has been thought to be the subject of persuading others by means of language,which is also the prospective effect of ads writers.As its core concept,the ＂identification＂ theory develops the traditional rhetorics and highlights the unconscious persuasion.To analyze,interpret and reflect on ads discourse and behavior in the sociocultural context of China and the West by virtue of the identification theory the author expects a better and fresh understanding of ads.
出处
《四川理工学院学报（社会科学版）》
2011年第3期125-129,共5页
Journal of Sichuan University of Science & Engineering(Social Sciences Edition)
关键词
认同
广告
劝说
identification
ad
persuasion
