科技信息人文社科A Rhetorical Analysis of Advertisement Language菏澤學(xué)院外國語系祝麗 麗[Abstract ]Advertisements are penetrating into our daily life. Rhetorical stategies are always employed for persuaion in advertisements. Thearticle analyzes the advertisements from the rhetorical angle mainly using the theory of‘communication triangle' '. It is very interesting to seehow the advetsement applies the appropriate strategies to atain the proper targets.[Key words]nhetoric ethos pathos logos advertisemeit1. Introductionpersusion" by Aristotle. He thought“when trust to the speaker is producedPerhaps the most prevalent, most ubiquitous form of persuasive discourseby delivering a speech in the audience, the persuasion gets a realizationin today' S world is advertising. w hether in the visual medium or in the soundthrough personality' . Genaeally, no matter what the topic of discussion is, themedium, advertising is inescapable. Ads are primarily the forms of spoken orperson of justice always wins our larger trust more quickly. If there is no accu-graphic discourses (or combinations of spoken and graphic) that try to get therate knowledge conceming the discussing topie and 8 a result there still existsreader or the listener to buy a product or service. Generally speaking, a gooddoubt, such a speaker will win our complete trust. The trust to the speakeradvertisement should possess the function of attracting attention, deepeningmust come from the speech, instead of the view about the speaker 5 personali-memory and inducing purchase. Rhetoric is generally considered 8 a tool thatty which has already existed before the speech. Rhetoricians should establishcan be used to construct arguments in, expectation of a. deaired outcome.their credit and authority on intelligence, morality, justice and profession toAd- -writes are some of the mokilfulthetoicians.They may never haveof persuasion. Rhetoricians must show theinspiring person-achuevethe Bpoat o Per8suasioD Rthectoncians ust sno”ality to win the reepect and trust of the audience and take advantage of thisancient art to influence the ttitudes and actions of those who are exposed toprestige to effect the audience' 's decision. Just because of the important func-the ads that they compose. The analysis that follows will point out some of thetion of individual personality and prestige on rhetorical action, advertisingrhetorical strategies used in advertisement language.rhetoricians always appeal to ethos.2. Rhetoric, persuasion and advertisemnentWe usually see some products select some healthy and popular publicIt can be seen from the westemn rhetorie history the close relationship be-person as the image spokesperson because the personal charm of celebrity cantween rhetoric and persuasion. Persuasion is the process in which through thebe transferred to the advertising products. Film stars and social celebrities aredelivery of symbls the idea or activity of others is inluenced in a nonviolencealways the people atracting publie foeus. All the publie know about theway to atain an anticipant purpose. James Herick thought the history ofelebrities is their perfect sides unless there is some news afecting their per-theoric art mostly concentrated on making use of phonetic symbol system tosonality. To some extent the personal prestige possessed by the celebrity en-attain persuasion. Pluto thought rhetorie is the art of winning the soul by dis-dows the advertisement authority and increase its persuasion. There is anothercourse. Aristotle defined rhetoric 日the faculty of observing in any given casereason that the public have litle knowledge about the new product. As a re-the available means of persuasion. Cicero simply defned thetoric as thesult, their decision depends more on the rhetoricians they trust. In celebrity. speech designed to persuade. Burke, the representative of new rhetoric, be-adventisement, public' S trust on the product comes from the celebrity theyasic function of rhetoric is the use of words by human agents tolowe. And they are influenced and persuaded unconsciously.form atitudes or to induce actions in other human agents. enerally speaking,, celebrtry adver-tisements, such as Jackie Chan' g shampoo ad, Jet Li's apparel ad, Jay Chou'sways to infuence other' s cognition, atitude and behavior, which is in accor -food ad and Yao Ming's ad. All these ads make use of the popularity, gooddance with what business advertisement pursues. For moving and persuadingimage and credit of celebrities to increase the sale of the products.consumer to notice, understand, believe, like and eventually purchase the2) Pathos, as the sentiment appealing, has a closer relationship with theproduct or service advertisement promoted, advertising companies have toaudience.think to the utmost the ways to win consumer. Just because of the conmon tar-Aristodle said, pathos is“putting the audieince into a certain frame ofget and pursuing, the westerm rhetoric that has a long history can providemind". He thought people make diferent decision when they are in sad, hap-abundant and available resources for the design of advertisement. Only bypy, friendly or hateful state. It is because people are not absolutely sensiblecentering around the consumers and adopting homologous rhetoric strategyand they are often controlled by emotion. Rhetorician can use some rhetoricalaccording to the specific situation, can advertising be placed in a beneficialtechniques to put the audience in the most advantagous and suitable frame ofposition in the interaction and contact with consumers.mind. Through establishing reliable personality rhetorician can inspire audi-3. The rhetoric strategies used in advertisement persuasionence' s amicable mood 80 as to make preparation for the next persuasion.Acording to Aristotle, there are two kinds of argument:Different audiences have different psychological features that are also1) non-aristic or non- technical arguments or means of persuain: notconnected with the audience's sex, age, acquirement, character, interest andreally part of thetoric. Orators did not have to invent these; they had merely tocircumstance. It i important to control audience' s peychological mechanismuse them. Aristole named five kinds of non- artistic profs: laws, witnesses,that can improve the communicative ffciency of language. If rhetorician ig-contracts, tortures, oaths.nores the group psychology of the communicating objects or doesn't have2) artistic profs:“artistic" in the sense that they fell within the provincecomplete knowledge about their psychology, the communicative ffct can beof art of rhetoric: rational appeal ( logos), emotional appeal ( pathios), and ethi-infuenced. Therefore it is important to understand and satisfy audience's s0-cal appeal (ethos).cial and culural psychology in ad communication.According to traditional rhetoric, the fllowingl diagram can captureNestle Coffee appeals to the popular message "the taste, is great" torhetorical appeals:arouse the emotional resonance from the audience. As the famous advertise-subject- matter (logoa)ment goes“A diamond is Forever , diamond is expensive and not life necessi-ty. So customers are very cautious when buying it As the hardest and most ex-pensive precious stone in the gemological family, diamond is best known as thevery iconic symbol for etemal love. What customers think a lot is its symbolictextspeaker/writerlistener/readermeaning. Therefore, advertisement designers give prominence to the eternal(pathos)(ehos)digam shows, to infuence the listener or the reader, three中國煤化工son. Harving a logos ppeal al-80 enhus the speaker lo knowledge-able aCNMH(C Jing impressive logos to the au-cian's use of non-logical appeals to put the audience into a frame of mind thatdienceTna; knowleageaple on mne lopic, rhetorician can better persuadewill make them less hostile to his arguments; logos, the logical or rational ele -the audience to understand the theme of topic.ments of the discourse.Rhetoriceal syllogism put forward by Aristotle is regarded a the core of1) Rhetorician' s character was regarded 8s the“most efective way ofprobable argument. It is made up of a premise anda (下轉(zhuǎn)第 158頁)-156--科技信息人文社科被譯為英語break的可能性。實驗結(jié)果表明實驗對象根據(jù)直覺對17個綜 上所述，在第二語言習(xí)得過程中,母語遷移是不可避免的,并受句子的“可直譯性”或“可遷移性的排序與他們對“"breken"各語義的“核到多種因素 的制約。而關(guān)于母語遷移理論已經(jīng)在研究方向，研究領(lǐng)域及心性”或“典型性"的排序成正相關(guān)。Kellerman 因此得出結(jié)論:(1)二語研究方法等方面取得了重大進(jìn)展。母語遷移已經(jīng)從行為主義和心靈主學(xué)習(xí)者對母語語義典型性的直黨可用來預(yù)測母語形式的可遷移性。(2)學(xué)習(xí)者對母語可遷移性的直覺不受二語水平和認(rèn)知能力變化的影響。的研究;從對母語作用的孤立研究拓展為在多學(xué)科交叉領(lǐng)域內(nèi)對其進(jìn)(3)學(xué)習(xí)者在潛意識里遵循一種遷移原則，即不遷移非典型性的母語形行研究;從對比分析法發(fā)展到認(rèn)知法。目前,認(rèn)知理論框架內(nèi)的母語遷式和語義移研究仍然處于探索和發(fā)展階段，相關(guān)理論尚不成熟。但是，這種研究3.心理類型對母語遷移的認(rèn)知制約超越了純語言學(xué)研究的范疇，將認(rèn)知和心理因素引人進(jìn)來,這就為母語母語遷移也與母語和目的語間的距離有關(guān)。Elis指出,語言距離可遷移的進(jìn)一步研究提供了全新的視角。以視為是一種語言現(xiàn)象，即兩種語言間的實際差異程度;也可以視為是-種心理語言現(xiàn)象,即學(xué)習(xí)者自己認(rèn)為母語與目的語間的差異程度,這參考文獻(xiàn):就是Kellerman (1977)所稱的“心理類型"(psychotypology)[1 ]Eckman, F. Markedness and the Contrastive Analysis Hypothesis心理類型反 映了學(xué)習(xí)者對語言距離的心理認(rèn)知。但是心理類型和[J]. Languge Learming, 1977, (27).語言距離沒有特定的聯(lián)系它可能會與語言的實際距離存在差距。是心的空際所存在差跑。是心[2llis,s R. TheStudwofSecof Second Language Acquisition[M l.Oxford:理類型(而不是語言距離)激活或抑制遷移的發(fā)生。換言之，如果學(xué)習(xí)者Oxford University Pres 1994.感覺到母語與目的語之間差別很大，而且母語的結(jié)構(gòu)又是有標(biāo)記的，即[3]ellermnan E. Now you see it, now you don't [A]. s. Gass & L.這個結(jié)構(gòu)或是不規(guī)則，或是不常用，或是語義模糊，那么遷移就不大可Selinker.(Eds), Language Transfer in Language Leamning[ C]. Rowley, Mass:能發(fā)生。反之,母語遷移就可能會出現(xiàn)。Newbury House, 1983.一方面學(xué)習(xí)者會根據(jù)自己建立的心理類型來決定是否遷移，另一[4 ]ellenman,E.Towards a Characterizaion of the Strategies of Trans-方面學(xué)習(xí)者的這種心理類型會隨著第二語言水平的提高而變化。這就fer in Second Language Leaming [J].nerlanguage Sudies. Bulletin, 1977,意味著在二語習(xí)得過程中，學(xué)習(xí)者可能會隨時遷移母語中的某些形式，而不會遷移另外- -些形式。在Kellerman所做的實驗中,以荷蘭語為母[5]Odlin, T. Language Transfe[ M].Cambridge: Cambidge Univer-語的學(xué)習(xí)者- -開始 會認(rèn)為德語與他們的母語很相似,即心理距離較近。sity Press, 1989.當(dāng)他們逐步認(rèn)識到兩種語言的不同之后，會調(diào)整當(dāng)初的感知,心理距離[6]奧蘇伯爾教育心理學(xué)[M].北京:人民教育出版社，1994.就可能增大。[7]蔣祖康.第二語言習(xí)得研究[M].北京:外語教學(xué)與研究出版社,由此可知，學(xué)習(xí)者的心理類型與典型性的心理直覺是兩種不同心1999.理認(rèn)知模式，但都在母語遷移中共同發(fā)生作用一--典 型性決定學(xué)習(xí)者[8]沈家煊,類型學(xué)中的標(biāo)記模式[J].外語教學(xué)與研究,1997,(1).對母語形式潛在的可遷移性的斷，而學(xué)習(xí)者的心理類型則決定他們[9]王初明.應(yīng)用心理語言學(xué)[M]長沙:湖南教育出版社,1990.在宮語行為中實際遷移的語言形式。因此母語遷移是個十分復(fù)雜的心[10]許菊母語遷移的認(rèn)知理據(jù)[]].中南民族大學(xué)學(xué)報人文社科版，理過程，尤其是當(dāng)二語學(xué)習(xí)者的心理感覺在隨時變化時就更是如此。2005.(1).四、結(jié)語(上接第155頁)對所教授的英語專業(yè)大一 學(xué)生進(jìn)行 了研究,結(jié)果顯然而，在實踐過程中,也不可避免地存在--些不足,如教學(xué)內(nèi)容過示,任務(wù)教學(xué)法在提高學(xué)生學(xué)習(xí)積極性、綜合應(yīng)用能力、培養(yǎng)交際能力分拘泥于課本，教學(xué)進(jìn)度較慢等。許多學(xué)生在肯定任務(wù)教學(xué)法的同時，和促進(jìn)學(xué)習(xí)策略方面均有不錯的效果。希望教師能夠使任務(wù)更具有挑戰(zhàn)性,希望多提供(母語使用者的)真實1.學(xué)習(xí)積極性得以加強(qiáng)語料。這些都為今后的教學(xué)提供了努力的方向。和傳統(tǒng)的教學(xué)模式相比，任務(wù)教學(xué)法課堂克服了學(xué)生被動學(xué)習(xí)造五、結(jié)語成的注意力難以集中、缺乏學(xué)習(xí)動機(jī)的現(xiàn)象。從預(yù)習(xí)到學(xué)習(xí)再到反饋，任務(wù)教學(xué)法強(qiáng)調(diào)學(xué)習(xí)的過程,重視學(xué)習(xí)者的主體性.將課堂轉(zhuǎn)換為都是一個主動學(xué)習(xí)與主動評價的過程，學(xué)生的積極性和主體性得到充真實的交際場景,學(xué)生在完成任務(wù)的過程中領(lǐng)會和應(yīng)用語言知識,發(fā)展分發(fā)揮。通過對比得知,實施任務(wù)教學(xué)法前后，愿意主動回答問題或到各種語言技能與交際技能。實踐表明,其實用價值是明顯的。盡管在高行陳述的學(xué)，而學(xué)生在獲取信息的過程中所收集校英語專業(yè)教學(xué)中，由于種種原因大面積實施這-教學(xué)模式還存在很的一些資料,既鞏圈了專業(yè)知識又提高了語言輸人的多樣性和鮮活性，多困難,但只要教師不斷思考、實踐與總結(jié)，找到任務(wù)教學(xué)法與專業(yè)課學(xué)生學(xué)得更輕松更愉快、更主動。程的契合點(diǎn),就能使這-教學(xué)模式更好地為英語專業(yè)教學(xué)服務(wù)。2.交際能力得到發(fā)展學(xué)生在背最知識介紹、課文結(jié)構(gòu)分析、段落講解學(xué)習(xí)效果評估的參考文獻(xiàn)過程中,通過頻繁的陳述和討論充分鍛煉了語言交際能力。通過教師的[1]Nunan D. Designing Tasks for the Comnunicative Classroom適當(dāng)點(diǎn)評，大部分同學(xué)的敘述、講解、論述、討論及應(yīng)變能力都有不小的[M] Cambridge: Cambridge University Press, 1989.提高。此外，作為交流的輔助手段,學(xué)生在制作課件和使用其它展示方[2 ]Nunan D. Task- based Language Teaching[M ].Cambridge: Cam-法的過程中充分運(yùn)用其它學(xué)科的相關(guān)知識，極大地發(fā)展了他們的創(chuàng)造bridge University Press, 2004.性和綜合素質(zhì)。[3 ]Wll JA Framework for Task- -based Learming[ M].London:Loman,3.綜合能力顯著提高1996通過對比，,不但學(xué)生的綜合英語成績有所提高,而且學(xué)生在學(xué)習(xí)過[4]程曉棠任務(wù)教學(xué)法[M].北京高等教育出版社2004.程中還提高了發(fā)現(xiàn)問題、解決問題的能力,培養(yǎng)了合作意識,提高了獨(dú)[5]蘇秋萍任務(wù)教學(xué)法模式與綜合英語教學(xué)[J]國外外語教學(xué),立性和自信心。205.4);35-42.Generally speaking, persuasive strategies in westem classical thetoricsion. In most ases, either the premise or the conclusion is omited. To achieve still possess practical value nowadays. I we can understand its basic operationrhetorical goal, it is usual to pensuade the audience to acept the rhetorician' 8 mechanism, use flexibly and then can certainly obtain satisfactory result. Theviewpoint. Comon belief, value and atinde are necessary.three kinds of persuasive strategies are closely interrelated. When one strategyIn some ads we can see the power of rhetorical sllogism. Because some is used, the other two are still in operation. Of course, rhetoricians will try theirthings ceannot be priced by money, we atach more attention to safety - -Auto- best to conceal their strategies. So audience should be alert to the possiblemobile Advertisement. It is self- evident that safety is more important thanmisleading intention and possess the ability to judge corretly.money. This is the common value shared by the rhetorician and the audience.Safely can' t be priced by money. So it is advisable that we atach more atte-Referencestion to safety. This is most people' s expectation for automobile. By the identi-[1 ]Rhctoric.Aristotle.Translated by W.Rhys Roberts.New York.Thefied value audience and the automobile set up a relation that shortened theModemn Iibrapdistance between audience and automobile. As a result, it is easier to achieve中國煤化工色[J]南昌教育學(xué)院學(xué)報，the aim of persuasion. Moreover, Freedorn, democracy, equality are the ap-2001(3)pealing ways that are often used.上HCNMHG育出版社2002.報/社會科In Marlboro Cigarette Advertisement west cowboy appeared to present4]打丈明，廠西價確研九小鄭川機(jī)工工業(yè)管理學(xué)院學(xué)the unconstrained and freedom. In Haier Electrical Household Appliance Ad-學(xué)版),2006(6).vertisement, the Haier brothers represent kinship and the utmost solicitude.[5]吳永異.廣告說服中的西方修辭策略[].外語研究2006/11).4. Conclusion一158一