基于多模态修辞结构理论的老年产品广告修辞策略分析:形象构建与心理诉求  

Rhetorical Strategy of Products Advertisements for Chinese Elders from Multimodal Rhetorical Structure Theory:Identity Construction and Psychological Demands

作　　者：黄立鹤[1] 毛欣越 张弛 Huang Lihe;Mao Xinyue;Zhang Chi

机构地区：[1]同济大学老龄语言与看护研究中心,上海200092 [2]清华大学新闻与传播学院,北京100084 [3]同济大学外国语学院,上海200092

出　　处：《当代修辞学》2021年第5期67-78,共12页Contemporary Rhetoric

基　　金：2019年国家社会科学基金青年项目“基于多模态语料库的阿尔茨海默症老年人语用能力蚀失研究”(项目编号:19CYY018)的阶段性成果。

摘　　要：随着我国老龄化程度日渐加深,老年群体消费能力逐步提高,其消费行为表现出独特的群体特征。面向老年群体的消费品是该群体重点关注的产品类别,相关广告作为典型的多模态语篇,通过构建老龄身份形象,对接老年群体普遍心理诉求,从而实现广告修辞。本研究基于修辞结构理论,对目前我国市场上15例代表性较强的老年产品广告语篇进行多模态分析,基于语篇内在修辞关系及语篇结构,考察广告语篇呈现的老年身份构建规律,揭示老年产品广告修辞中"情感诱发-理解加深-产品购买-身份建构"的修辞路径。In China,the outbreak of the aging population promoted elders’consumption capability.With particular psychological demands,the elders are inclined to follow the goods specific for them.Advertisements of these products are the typical multimodal discourses,emphasizing the sociopsychological cognition towards elders by constructing specific positive senior images.Based on the Rhetorical Structure Theory,this study analyses fifteen representative multimodal advertisements in light of their inner rhetorical relations and discourse structures,intending to explore the rules of image construction and the approach of the elders’psychological demands in the advertisements.Additionally,a mode of action,"emotion-inducing—comprehension-reinforcing—productpurchasing—identity-constructing",has been proposed.

关 键 词：老龄化 多模态语篇 修辞结构理论 形象构建 老年语言学 

分 类 号：H15[语言文字—汉语]