發(fā)布時(shí)間：2018-10-19 15:48

【摘要】：正 西方所理解的修辭被定義為"說服藝術(shù)",就是通過象征手段影響人們的思想,感情,態(tài)度,行為的一門實(shí)踐。"修辭與調(diào)動(dòng)語言和其它象征手段以達(dá)到任何實(shí)際或功利目的幾乎是同義的。"西方修辭在商業(yè)領(lǐng)域的運(yùn)用便是一個(gè)很典型的例子。商業(yè)營(yíng)銷和廣告五花八門,應(yīng)有盡有,就是要影響受眾作出購買商業(yè)服務(wù)或產(chǎn)品的決定,使?jié)撛诘馁徺I力轉(zhuǎn)化為現(xiàn)實(shí)的購買力,最終達(dá)到實(shí)現(xiàn)利潤(rùn)的目的。商業(yè)營(yíng)銷和廣告的策劃者實(shí)際上便是商業(yè)修辭的實(shí)踐者。西方修辭包括修辭形勢(shì),修辭受眾,修辭目的,修辭資源等方面。修辭實(shí)踐者通常在以上各個(gè)方面使出渾身解數(shù),以達(dá)到其修辭目的。商業(yè)修辭在修辭形勢(shì),修辭目的方面似乎沒多少作為,因?yàn)槠鋭?dòng)機(jī)和目的已很明朗,至多是作些
[Abstract]:Rhetoric understood in the West is defined as the art of persuasion, which is a practice of influencing people's thoughts, feelings, attitudes, and behaviors through symbolic means. " Rhetoric is almost synonymous with the use of language and other symbolic means to achieve any practical or utilitarian purpose. " The use of Western rhetoric in business is a typical example. There are many kinds of commercial marketing and advertising, which is to influence the audience to make the decision of purchasing business service or product, so that the potential purchasing power can be transformed into real purchasing power, and finally the purpose of realizing profit can be achieved. The plotters of commercial marketing and advertising are in fact practitioners of business rhetoric. Western rhetoric includes rhetoric situation, audience, purpose and resources. Rhetorical practitioners usually try their best to achieve their rhetorical purpose. Business rhetoric does not seem to do much in rhetorical terms, because its motive and purpose are clear, at best
【分類號(hào)】：H05

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