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1、 学号：2009020654 姓名：于克燕 所在学院：山东师范大学外国语学院 联系电话：15264105253 邮箱：hillary8784965 单位代码单位代码 1044510445 学号学号 20090206542009020654 分类号分类号 H319H319 研究生类别研究生类别 全日制全日制 论论 文文 题题 目目 The Application of the Rhetorical Devices in the Advertising Language 修辞手段在广告语言中的运用修辞手段在广告语言中的运用 学科专业名称学科专业名称 英语语言文学英语语言文学 申请人姓名申请人姓名
2、于克燕于克燕 指导教师指导教师 杨杨 敏敏 教授教授 论文提交时间论文提交时间 20122012 年年 6 6 月月 6 6 日日 The Application of the Rhetorical Devices in the Advertising Language By Yu Keyan Under the Supervision of Professor Yang Min A Thesis Submitted to Foreign Languages School In Candidacy for the Degree of Master of Arts Shandong Normal
3、 University Jinan, Shandong, China June, 2012 独独 创创 声声 明明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。 据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写 过的研究成果，也不包含为获得 （注：如没有其他需要特别声明的，本 栏可空）或其他教育机构的学位或证书使用过的材料。与我一同工作的同志对本研究所做 的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名： 学位论文版权使用授权书学位论文版权使用授权书 本学位论文作者完全了解 学校学校 有关保留、使用学位论文的规定，有
4、权保留并向国 家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人授权 学校学校 可 以将学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等 复制手段保存、汇编学位论文。 （保密的学位论文在解密后适用本授权书） 学位论文作者签名： 导师签字： 签字日期：20 年 月 日 签字日期：20 年 月 日 山东师范大学硕士学位论文 Contents Abstract . I 摘要摘要 . III Introduction . 1 Chapter One Literature Review on Advertising and Rhetoric . 3 1.1 Re
5、searches on Advertising Abroad from the Linguistic Perspective . 3 1.1.1 Semiotic Approach 3 1.1.2 Stylistic Approach . 4 1.1.3 Discourse Approach 5 1.1.4 Pragmatic Approach 6 1.2 Researches on Advertising in China 7 1.3 Studies on Rhetoric in the Advertisements at Home and Abroad 9 1.4 Summary 10 C
6、hapter Two The Theoretical FoundationRhetoric of Identification Based on Kenneth Burkes New Rhetoric 11 2.1 A Brief Introduction of Rhetoric . 11 2.1.1 Historical Background of Rhetoric 11 2.1.2 Definition of Rhetoric . 12 2.2 A Brief Introduction of Kenneth Burkes New Rhetoric . 13 2.3 Identificati
7、on 14 2.3.1 Rhetoric of Identification 14 2.3.2 Three Strategies of “Identification” 15 2.3.2.1 Identification by Sympathy. 16 2.3.2.2 Identification by Antithesis. 17 2.3.2.3 Identification by Inaccuracy. 18 2.4 Analysis Framework 18 2.5 Summary 19 山东师范大学硕士学位论文 Chapter Three Advertising: A Process
8、of Rhetoric of Identification 21 3.1 The Rhetoricity of Advertising 21 3.1.1 Advertising: Persuasiveness 21 3.1.2 The Rhetorical Situation of Advertising 22 3.2 Advertising: A Process of Rhetoric of Identification . 22 3.2.1 Motives for Identification in Advertising 23 3.2.2 Substances in Advertisin
9、g Identification . 23 3.2.2.1 Philosophical Substance 24 3.2.2.2 Psychological Substance. 25 Chapter Four Identification Analysis on the Application of the Rhetorical Devices in the Advertising Language . 27 4.1 Simile . 27 4.1.1 Definition 27 4.1.2 Case Study . 27 4.1.3 Summary . 30 4.2 Metaphor 31
10、 4.2.1 Definition 31 4.2.2 Case Study . 31 4.2.3 Summary . 34 4.3 Personification . 35 4.3.1 Definition 35 4.3.2 Case Study . 35 4.3.3 Summary . 37 4.4 Pun . 38 4.4.1 Definition 38 4.4.2 Case Study . 38 4.4.3 Summary . 41 4.5 Hyperbole 42 4.5.1 Definition 42 山东师范大学硕士学位论文 4.5.2 Case Study . 42 4.5.3
11、Summary . 44 4.6 Parody 45 4.6.1 Definition 45 4.6.2 Case Study . 45 4.6.3 Summary . 47 4.7 Metonymy 48 4.7.1 Definition 48 4.7.2 Case Study . 48 4.7.3 Summary . 50 Conclusion 51 Bibliography 55 Acknowledgements 59 Published Papers . 61 山东师范大学硕士学位论文 I Abstract The thesis aims to analyze the rhetoric
12、al devices in the advertisement and deal with the problem of how to reduce the division, become consubstantial and achieve identification between the advertiser and audience according to rhetoric of identification based on Kenneth Burkes new rhetoric. The theoretical foundation of the thesis is the
13、rhetoric of identification, including identification by sympathy, identification by antithesis and identification by inaccuracy. It is used to analyze the application of rhetorical devices in the advertisement, exploring the process of reducing the division and building identification between the ad
14、vertiser and audience. Apart from introduction and conclusion, the thesis is divided into four chapters. Chapter one is a review on advertising and rhetoric, including previous researches on advertising at home and abroad from the linguistic perspective and studies on rhetoric in the advertisements
15、at home and abroad. Meanwhile, the author points out the shortcomings of these studies and puts forward a new perspective from new rhetoric. Chapter two is the theoretical foundationthe rhetoric of identification based on Kenneth Burkes new rhetoric, including a brief introduction of rhetoric and Ke
16、nneth Burkes new rhetoric, identification and an analysis framework based on rhetoric of identification. Chapter three expounds the relationship between the advertising and the rhetoric of identification in detail by means of explaining the rhetoricity and nature of the advertising. Chapter four is the main body of the thesis, identification analysis on the application of the rhetorical devices in the advertising languag
