营销实质上是一种修辞劝说活动,其目的是为了说服消费者购买某种产品或服务。要提高产品的营销效果,营销人员可以借助亚里斯多德的修辞劝说模式,即话语主题的理性、修辞者的人格以及诉诸受众的情感等三种修辞手段来说服消费者购买某种产品或服务。 Marketing is essentially a rhetorical persuasion, the purpose is to convince consumers to buy a product or service. To improve the marketing effect of products, marketers can use Aristotle’s rhetorical persuasion mode, that is, the rhetorical rationality of the subject of speech, the rhetorical personality and the appeal to the audience, and other three rhetorical devices to persuade consumers to buy a certain product or service.