西方修辞艺术在微商广告中的应用——基于某生理内裤代理的个案研究  

On the Application of Western Rhetoric in Wechat Merchant’s Advertisements--Based on a Case Study of X Therapy Underwear Agent

作　　者：叶旭艳 邓志勇[1] 

机构地区：[1]上海大学外国语学院,上海200444

出　　处：《中外企业家》2016年第5期259-262,共4页Chinese and Foreign Entrepreneurs

摘　　要：微信在中国的普及极大地改变了人们的沟通方式,同时也催生了一个新的社会群体——微商。立足于此,本文以西方修辞学为视角对某微商代理的广告进行个案分析,首先分析个案微商的修辞情景,同时探讨了个案微商利用的三种修辞资源以及修辞三段论在其广告中的运行机制。笔者发现微商的背后有一个强大的技术团队,专门负责修辞艺术以及图像视频的处理,指出微商们在宣传产品时,要正确恰当地利用修辞艺术,而不应违背伦理道德或违反法律。The popularization of Wechat has rapidly changed people’s way of communication.Meanwhile,a new social group emerges,which is called as“Wechat merchant”.Based on this new social phenomenon,this paper carries out a case study on one particular Wechat merchant’s advertisements.It first analyzes its rhetorical situation,and then explores the operation of the enthymemes and three appeals.Finally it reveals that the agent pays much attention to the application of rhetorical devices.What’s more,when the agents in the Wetchat post their advertisements,they should tell the truth,apply the rhetorical devices properly,and never go against legal and ethics requirements.

关 键 词：西方修辞学 修辞三段论 三诉诸 修辞艺术 微商广告 

分 类 号：F713.81[经济管理—广告]