| 对目标受众身份构建的解读与反思——基于肯尼斯·博克“认同说”的广告语篇分析 |
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| 引用本文： | 么光晰.对目标受众身份构建的解读与反思——基于肯尼斯·博克“认同说”的广告语篇分析[J].哈尔滨学院学报,2011,32(10):108-110. |
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| 作者姓名： | 么光晰 |
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| 作者单位： | 河北大学外国语学院; |
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| 摘 要： | 广告本身可视为一种修辞行为,是一个交互性的认同过程。文章基于肯尼斯.博克新修辞学的＂认同说＂理论,通过博克的同情认同、对立认同和误同等三种认同方式,对广告语篇的劝说功能进行分析,以探究广告修辞行为中的广告主对目标受众身份的构建及受众对这种被构建身份的解读过程。
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| 关 键 词： | 广告语篇 认同说 身份 |
Constructing Identity for Audience：Interpretation and Reflection——Advertisement Text Analysis Based on Kenneth Burke＇s Theory of ＂Identity＂ |
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| YAO Guang-xi.Constructing Identity for Audience：Interpretation and Reflection——Advertisement Text Analysis Based on Kenneth Burke＇s Theory of ＂Identity＂[J].Journal of Harbin University,2011,32(10):108-110. |
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| Authors: | YAO Guang-xi |
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| Institution: | YAO Guang-xi(Hebei University,Baoding 071000,China) |
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| Abstract: | Advertisement,as a rhetoric behavior,is a course of interactive identity agreement.Based on Kenneth Burke＇s theory of ＂identity＂ as new rhetoric,the persuasive function of advertisement is analyzed from the aspects of sympathetic identity,opposite identity,and mistaking identity in order to reveal the course of advertisement audience＇s identity development. |
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| Keywords: | advertisement text theory of identity identity |
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