肯尼斯伯克认同理论下的广告劝说手段_英语论文.doc

资料分类:英语论文 上传会员:白鲸 更新时间:2017-11-11
需要金币1000 个金币 资料包括:完整论文 下载论文
转换比率:金额 X 10=金币数量, 例100元=1000金币 论文字数:5642
折扣与优惠:团购最低可5折优惠 - 了解详情 论文格式:Word格式(*.doc)

Abstract: Advertising has played a significant role in people’s daily life. It does not only have huge influence on people’s lifestyle, but also has great impact on the culture, the social economy and ideology. The study provides a new angle on the research of advertising language by introducing Kenneth Burke’s Identification Theory. The theory consists of three identification strategies, namely, Identification by Sympathy, Identification by Antithesis, and Identification by Inaccuracy. By introducing Kenneth Burke’s Identification Theory into the analysis of advertising language, the study aims to illustrate the persuasive purpose of advertisements, to reflect the rhetorical relationship between advertisers and target audiences, to explore how the makers of ads use these three strategies to achieve the purpose of persuading. In advertising, we can realize the three strategies of identification by appealing to audiences’ emotion and values. 

Key words: Kenneth Burke; Identification; advertising language

 

CONTENTS

Abstract

摘要

1. Introduction-1

2. Advertisement-1

2.1 Definition of Advertisement

2.2 Functions and Objectives of Advertisement

2.3 Definition and Features of Advertising Language

3. Kenneth Burke’s Identification Theory-3

3.1 Identification by Sympathy

3.2 Identification by Antithesis

3.3 Identification by Inaccuracy

4. Application of Identification Theory and Persuasive Means-5

4.1 Application of Identification Theory to Advertising Language

4.1.1 Identification by Sympathy in Advertising Language

4.1.2 Identification by Antithesis in Advertising Language

4.1.3 Identification by Inaccuracy in Advertising language

4.2 Persuasive Means of Advertising Language

4.2.1 Appeal to Emotion

4.2.2 Appeal to Values

5. Conclusion-10

Bibliography-12

Acknowledgements-13

相关论文资料:
最新评论
上传会员 白鲸 对本文的描述:本文以广告为研究对象,以肯尼斯·伯克的认同说作为理论基础,用认同说的三种策略:同情认同、对立认同和误同对广告语言进行分析,说明广告劝说目的,反映广告制作者与目标受众......
发表评论 (我们特别支持正能量传递,您的参与就是我们最好的动力)
注册会员后发表精彩评论奖励积分,积分可以换金币,用于下载需要金币的原创资料。
您的昵称: 验证码: