论文部分内容阅读
广告的目的是运用各种劝说策略,试图吸引受众的注意力并尝试说服受众按广告的意图去行事。为了使自身在竞争激烈的国际市场成功实现广告的劝说功能,中西方化妆品广告商会在广告中科学系统地运用不同的劝说策略,以取得广告策划的成功。本文基于亚里士多德的三大修辞劝说模式,探讨了英汉化妆品广告语篇劝说策略使用的异与同及揭露其背后隐藏的原因,并试图为英汉化妆品广告语篇的设计和创作提供借鉴意义。
The purpose of the advertisement is to use various persuasive tactics to try to attract the attention of the audience and try to persuade the audience to act in accordance with the intention of the advertisement. In order to make itself successful in the highly competitive international market persuasion of advertising functions, cosmetics advertisers in the United States scientifically and systematically use different persuasion strategies in order to obtain the success of advertising planning. Based on Aristotle’s three rhetorical modes of persuasion, this article explores the differences and similarities between the discourse persuasion strategies of English-Chinese cosmetics advertisements and the reasons behind their persuasion, and attempts to provide references for the design and creation of English and Chinese cosmetics advertisements. significance.