电子产品广告语篇的同一修辞策略分析

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ABSTRACT

Based on Kenneth Burke’s theory of identification, this thesis is intended to

provide an identificational analysis of electronics advertising, the purpose of which is

to reflect the rhetorical process of the electronic advertisements and the way they

identify with the audience through rhetorical content and form.

As the theoretical basis that runs through the whole thesis, the Burkean notion of

identification makes the development of the thesis possible. Identification is the further

study of the traditional rhetorical theories, which functions as both the means and the

end of the Aristotle’s three appeals (pathos,ethos and logos), enthymeme and

Toulmin’s theory of argumentation. Advertising is a typical rhetorical activity in which

identification also works as its means and its ultimate goal. This thesis attempts to

establish the rhetorical model of advertising identification which reflects the rhetorical

relationship among advertising participants and reveals the rhetorical process of

advertising by the investigation of the active communication involving the

participation and dynamic cooperation of rhetorical formulation and rhetorical

reception.

Based on the theoretical preliminaries and the rhetorical model of advertising

identification, the thesis aims to analyze how the identification is achieved in the

electronics advertising through the rhetorical content and rhetorical form. So the

rhetorical formulation and rhetorical reception are achieved by choosing the rhetorical

content to be “consubstantial” with their readers via traditional persuasive means, and

new rhetorical “identification by antithesis”, “identification by inaccuracy”. Content

cannot live without form. So the rhetorical form plays an equally important role in

achieving identification between the advertiser and the audience. The rhetorical form

in this thesis is mainly represented by the conventional form, progressive form,

repetitive form and minor form, all of which make the advertisements more impressive

by their unique forms and stimulate the audience’s excitement and enjoyment of their

aesthetic pleasure.

The identificational analysis of the electronics advertising indicates that

advertisements cannot achieve the desired effects without identification as it is not only

the ultimate goal but also the means for the advertising. The thesis also concludes that

the electronic advertisements are not merely to convey pieces of information by using

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the accurate and objective language to describe the characteristics of the targeted

products, but try to identify the audience with the embedded meaning in the products

and appeal to the audience’s emotional feelings with vivid wording, elegant tone,

various styles, profound meanings, rich implication and association which stir the

audience’s imagination and stimulate the appreciation for the products and finally

identification with the advertisements. Thus, the audience in the electronics

advertisements plays an active role in the cognitive processing and interpretation of the

advertised products instead of being a passive receiver. Meanwhile, the present study

also has practical implication for business English writing and can help the student

writer become more audience-oriented.

Key Words: Identification, Rhetoric, Electronics advertising

摘要

本文主要基于伯克的同一修辞理论这一崭新的研究视角，对电子产品广告进

行同一修辞性研究,旨在揭示电子产品广告语篇的修辞过程以及其如何通过语篇

内容和形式达到广告作者与读者之间的同一。

伯克的同一修辞理论作为贯穿全文的理论红线，为论文的开展提供了可能。

同一修辞性研究是古典亚里士多德三个诉诸理论（感性诉诸、人品诉诸、理性诉

诸）的新发展，与三个诉诸理论、修辞三段论、图尔民的论说理论的共通之处在

于其劝说手段和劝说目的都是同一。广告作为一种典型的修辞活动，其修辞手段

和修辞目的也是同一。本文试图建立一个广告语篇修辞过程的同一修辞模式，通

过对广告语篇作者的修辞表达与潜在客户的修辞接受以及其各项交流活动的研

究，反映广告参与者之间的修辞关系并揭露广告语篇的修辞过程。

基于修辞理论基础及广告语篇同一修辞模式，本文应用部分对电子产品广告

进行同一修辞策略分析，并从修辞内容和修辞形式出发对其进行修辞研究。电子

产品广告作者通过传统的劝说手段和新修辞学的“对立”与“误同”，选择修辞内

容，建立与读者的同一。形式与内容不可分割,相互依存。形式跟内容一样，能

促成读者与作者之间的同一。不同的修辞形式给读者不同美的感受，引导读者对

语篇进行关联信息加工，从而建立作者与读者之间的同一。

电子产品广告的同一修辞研究表明没有同一广告便不能达到预期效果，因为

同一既是广告修辞的手段同时又是其最终目的。电子产品语篇分析表明广告不仅

运用准确、稳重和客观的语言陈述商品的特性，给读者提供相关产品信息，而且

同时运用生动形象的语言，优雅的语调，多样化的文体，深刻的内涵诉诸广告受

众的情感,从而引导读者达成与作者和电子产品之间的同一。因此广告读者不是被

动地接受广告信息，而是积极地对广告语篇进行关联信息加工，最终建立与作者

的同一。同时本项研究对商务英语写作有一定的实践指导意义，可以帮助学生在

商务英语写作时更好的适应读者。

关键词：同一新修辞学电子产品广告语篇

List of Figures

Fig. 3.1: Basic Structure of Typical Argument……………………………………….21

Fig. 3.2: Toulmin Model of Olympus Ad…………………………………………….22

Fig. 3.3: Identification Works as both the Mean and the End………………………..28

Fig. 3.4: Advertising Identification in Rhetorical Formulation……………………....31

Fig. 3.5: Advertising Identification in Rhetorical Reception………………………....32

Fig. 3.6: Model of Advertising Identification…………………………………………33

Fig. 4.1: Identification Analysis of Advertising Text………………………………….37

Fig. 4.2: Human Needs Hierarchy…………………………………………………….41

Fig. 4.3: Identification via Toulmin’s Model of Argumentation………………………52

Fig. 4.4: Identification via Argumentation in DAKIN Air Conditioner………………54

Contents

Acknowledgements ........................................................................................................... i

ABSTRACT ..................................................................................................................... ii

摘要 .........................................................................................................................iv

List of Figures .................................................................................................................. v

Chapter One Introduction .......................................................................................... 1

§1.1 Background of the Study ................................................................................... 1

§1.2 Methodology and Data Description ................................................................... 2

§1.3 Structure of the Thesis ....................................................................................... 2

Chapter Two Literature Review ....................................................................................... 5

§2.1 Perception of Advertising .................................................................................. 5

§2.2 Previous Studies on Advertising ........................................................................ 6

§2.2.1 Stylistic Approach .................................................................................... 6

§2.2.2 Systemic-Functional Approach ................................................................ 6

§2.2.3 Pragmatic Approach .................................................................................7

§2.2.4 Semiotic Approach ...................................................................................7

§2.2.5 Communicative Approach ....................................................................... 8

§2.2.6 Rhetorical Approach ................................................................................ 9

§2.3 A Critical Review of the Previous Approaches ................................................ 11

§2.4 The Present Approach ...................................................................................... 12

Chapter Three Theoretical Preliminaries ........................................................................ 13

§3.1 Perception of Rhetoric ..................................................................................... 13

§3.2 The Aristotelian Rhetoric ................................................................................. 14

§3.2.1 Ethos ...................................................................................................... 15

§3.2.2 Pathos ..................................................................................................... 15

§3.2.3 Logos ......................................................................................................16

§3.2.3.1 Definition of the Enthymeme ......................................................16

§3.2.3.2 Features of the Enthymeme ........................................................ 19

§3.2.3.3 Toulmin’s Theory of Argumentation ...........................................20

§3.3 Burkean Notion of Identification ..................................................................... 22

§3.3.1 Identification .......................................................................................... 23

§3.3.2 Related Concepts of Identification .........................................................24

§3.3.2.1 Substance .................................................................................... 24

§3.3.2.2 Consubstantiality .........................................................................25

§3.3.2.3 Persuasion ................................................................................... 26

§3.4 Identification as the Means and the End .......................................................... 27

§3.5 A Rhetorical Model of Advertising Identification ........................................... 28

§3.5.1 Two-way Identification: Formulation and Reception ............................ 28

§3.5.1.1 Identification in Rhetorical Formulation .................................... 30

§3.5.1.2 Identification in Rhetorical Reception ........................................ 31

§3.5.2 Model of Advertising Identification .......................................................32

§3.6 Summary .......................................................................................................... 33

Chapter Four Analysis of Identificational Strategies in Electronics Advertising ...........34

§4.1 Contextual View of the Electronics Advertising .............................................. 34

§4.2 The Rhetorical Nature of Electronics Advertising ...........................................35

§4.3 The Procedure of Identification Analysis .........................................................36

§4.4 Identification via Rhetorical Content in Electronics Advertising .................... 39

§4.4.1 Identification via Aristotle’s Three Appeals ...........................................39

§4.4.1.1 Identification via Pathos ............................................................. 39

§4.4.1.2 Identification via Ethos ............................................................... 43

§4.4.1.3 Identification via Logos .............................................................. 47

§4.4.1.3.1 Identification via Enthymeme ..........................................47

§4.4.1.3.2 Identification via Toulmin Model of Argumentation ....... 49

§4.4.2 Identification via Antithesis ................................................................... 55

§4.4.3 Identification via Inaccuracy ..................................................................57

§4.5 Identification via Rhetorical Form in Electronic Advertising ..........................59

§4.5.1 Identification via Conventional Form ....................................................59

§4.5.2 Identification via Progressive Form .......................................................61

§4.5.3 Identification via Repetitive Form ......................................................... 63

§4.5.4 Identification via Minor Forms .............................................................. 65

§4.6 Summary ....................................................................................................... 66

Chapter Five Conclusion ........................................................................................... 68

§5.1 Brief Summary of the Study ............................................................................ 68

§5.2 Implication for Teaching Business English Writing ........................................ 70

§5.3 Limitations and Suggestions for Future Study .................................................70

BIBLIOGRAPHY .......................................................................................................... 72

在读期间公开发表的论文 ............................................................................................ 76

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摘要：

iiABSTRACTBasedonKennethBurke’stheoryofidentification,thisthesisisintendedtoprovideanidentificationalanalysisofelectronicsadvertising,thepurposeofwhichistoreflecttherhetoricalprocessoftheelectronicadvertisementsandthewaytheyidentifywiththeaudiencethroughrhetoricalcontentandform.Asthetheoreticalbasis...

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