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广告在本质上属于说服的一种形式,因而也可以算作一种修辞现象。现代广告更多的重视隐喻的价值和生活形态的塑造,而不是价值的直接陈述。广告表现在指向产品本身的同时使用符号和修辞手段构筑着自身的真实性,实现着其说服的力量。
Advertising is essentially a form of persuasion and therefore can also be counted as a rhetorical phenomenon. Modern advertising places more emphasis on the value of metaphors and the shaping of life forms than the direct statements of value. Advertising performance points to the product itself while using symbols and rhetorical devices to build its own authenticity, to achieve its persuasive power.