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在商业广告中,广告人总是想尽办法来实现他们的预期目的:让广告受众接受说服,进行消费。而受众能否被说服关键取决于受众的需求。该论文试图从修辞的角度结合电视广告实例对受众的生理和心理需求进行分析。
In commercial advertising, advertisers are always trying their best to achieve their intended purpose: to allow the advertising audience to persuade and consume. Whether the audience can be convinced depends critically on the audience’s needs. The essay attempts to analyze the audience’s physiological and psychological needs from a rhetorical perspective in combination with television advertising examples.