CAJ | 학술논문

广告本身可视为一种修辞行为,是一个交互性的认同过程。文章基于肯尼斯.博克新修辞学的＂认同说＂理论,通过博克的同情认同、对立认同和误同等三种认同方式,对广告语篇的劝说功能进行分析,以探究广告修辞行为中的广告主对目标受众身份的构建及受众对这种被构建身份的解读过程。
엄고본신가시위일충수사행위,시일개교호성적인동과정。문장기우긍니사.박극신수사학적＂인동설＂이론,통과박극적동정인동、대립인동화오동등삼충인동방식,대엄고어편적권설공능진행분석,이탐구엄고수사행위중적엄고주대목표수음신빈적구건급수음대저충피구건신빈적해독과정。
Advertisement,as a rhetoric behavior,is a course of interactive identity agreement.Based on Kenneth Burke＇s theory of ＂identity＂ as new rhetoric,the persuasive function of advertisement is analyzed from the aspects of sympathetic identity,opposite identity,and mistaking identity in order to reveal the course of advertisement audience＇s identity development.