肯尼斯·伯克“认同说”视角下的广告语篇分析  

A Rhetorical Analysis of Advertisement Discourse from the Perspective of Kenneth Burke’s Identification

作　　者：陈莉红[1] 

机构地区：[1]漳州师范学院外语系,福建漳州363000

出　　处：《韶关学院学报》2009年第1期134-137,共4页Journal of Shaoguan University

基　　金：漳州师范学院科学研究资助项目"西方修辞学视域下的广告语篇"(项目编号:SS07017)

摘　　要：肯尼斯.伯克(Kenneth Burke)是当代美国"新修辞学"的代表、著名的修辞学家,认同是伯克整个修辞学理论的核心概念。以肯尼斯.伯克的认同说为基础,提出一种广告语篇分析的模式,旨在揭示广告语篇的修辞过程和说明广告语篇中体现的修辞目的。通过分析不仅有助于理解广告语言如何展示修辞目的和影响广告修辞活动参与者之间的关系,而且有利于深化对新修辞学理论的理解。Identification is the core of Kenneth Burke’s new rhetoric.With identification as a starting point,an analytical mode of advertisement discourses is presented,in an attempt to find the rhetorical process and rhetorical intent of the ad disourse.The study not only helps the audience to understand how the advertisement language lays out the rhetorical intent and affects relations among the participants of advertising as rhetorical act,but also helps them to have a better understanding of new rhetoric.

关 键 词：认同 同情认同 对立认同 误同 广告语篇 

分 类 号：H05[语言文字—语言学]