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文章以西方新修辞学的叙事批评理论为基础,对“凡客体”这一风行网络的文化现象进行了深入的修辞分析。“凡客体”的实质是自我解剖式的叙事广告。从叙事修辞的角度来看,“凡客体”具备了叙事的合理性。首先,其代言人和其代言的产品、故事主角的特质都十分吻合,完全具备了叙事的可能性;其次,他们叙事的内容和现代年轻人的生活贴切,真实可信,成为叙事的好理由,具备叙事的忠实性。此外,还巧妙地运用了冲突形成与冲突化解的叙事结构,以及大量生动的修辞格的使用都使得凡客体很快成为了一种流行文化现象。
Based on the narrative criticism theory of western new rhetoric, this essay conducts an in-depth rhetorical analysis of the cultural phenomenon of the popular object such as “every object”. The essence of “every object” is a self-dissecting narrative advertisement. From the perspective of narrative rhetoric, “every object ” has the rationality of narrative. First of all, the spokesman and his endorsement of the product, the characteristics of the story are very consistent, fully equipped with the possibility of narrative; Second, the content of their narrative and modern young people apt, authentic and credible, a good reason for narrative, With the loyalty of the narrative. In addition, the clever use of narrative structure of conflict formation and conflict resolution, and the use of a large number of vivid figures of speech all make the object quickly become a pop culture phenomenon.