广告中的修辞人格
摘要
西方修辞学的起源可以追溯到古希腊时期,是一门致力于理解、掌握、开发和应用象征符号力量,特别是言语力量的古老学科(刘亚猛:2004:29)。而广告,作为现在生活中不可避免的一个组成部分,是以使用象征手段来达到说服目的的一种社会行为,因而也在修辞学的研究范围之内。
修辞人格是修辞学中一个重要的概念。它作为一种与致辞者人格相关的情感性说服手段在赢得受众的信任与认可之中扮演着非常重要的角色。在广告的可信性受到质疑的今日,如何在广告中凸显修辞人格成为一种必须。其应该得到研究,阐释以及重视。
本文应用阐释学和修辞学原理,通过挖掘以亚里士多德、西塞罗、圣奥古斯丁,坎贝尔以及海德格尔为代表的修辞学家和阐释学家的相关论述,来审视修辞人格的构成要件,探寻修辞人格效应的深层原因,并结合广告学的特殊性,提出相关的凸显修辞人格的策略。
我的研究表明,修辞人格至少有以下八个要件:(1)声誉;(2)实用智慧;(3)道德;(4)善意;(5)受众特征;(6)风格;(7)职业;以及(8)“归宿”。
在分析修辞人格的要件之后,本文提出若干相应的策略来凸显广告修辞人格,赢得目标受众即潜在消费者的信任与认可,并提高广告的说服力。除了提出广告人应当采取的策略之外,本文还警示了那些有可能会危害伤及修辞人格,因而需要避免的举措。
Western rhetoric, an old discipline dated back to the time of Classical Greece, is a branch of learning devoted to the comprehension, development, application and exercise of symbolic power, notably that which is generated through the employment of words and language (Liu Yameng 2004: 29). Advertising, as an inescapable part of modern society that utilizes symbols and that aims at persuasion, also falls under the scope and study of rhetoric.
Ethos, a major means of persuasion tied to the character of speaker (Gripsrud, 2002: 163), plays a significant role in inducing the trust and confidence of audience. As such, it is necessarily a primary concern in advertisement. And since nowadays the credibility of advertising has attracted more and more attention from the public and is fast becoming a major social issue, how to project ethos in advertising deserves to be studied, elaborated and emphasized.
Drawing from classical and modern western authors such as Aristotle, Cicero, St. Augustine, Campbell, and Heidegger, this thesis applies theoretical insights from hermeneutics and rhetoric to a close examination of how ethos is deployed and what strategies are adopted to project the right ethos in advertisements. It goes on then to reflect on why and how ethos works in general.
My research demonstrates that ethos, a long disputed concept, has at least the following eight components: (1) previous reputation, (2) practical wisdom, (3) virtue, (4) good will, (5) character in audience, (6) style, (7) profession, and (8) dwelling place.
Following an analysis of the components of ethos, this paper suggests that advertisers should adopt corresponding strategies to project ethos in their advertisement, winning the trust and confidence of their target audience, i.e., the potential consumers, and enhancing the persuasiveness of their advertisements. Beside the strategies advertisers should employ in advertising, this thesis also cautions against the dangers that would jeopardize and diminish ethos and therefore should be guarded against.
修辞人格是修辞学中一个重要的概念。它作为一种与致辞者人格相关的情感性说服手段在赢得受众的信任与认可之中扮演着非常重要的角色。在广告的可信性受到质疑的今日,如何在广告中凸显修辞人格成为一种必须。其应该得到研究,阐释以及重视。
本文应用阐释学和修辞学原理,通过挖掘以亚里士多德、西塞罗、圣奥古斯丁,坎贝尔以及海德格尔为代表的修辞学家和阐释学家的相关论述,来审视修辞人格的构成要件,探寻修辞人格效应的深层原因,并结合广告学的特殊性,提出相关的凸显修辞人格的策略。
我的研究表明,修辞人格至少有以下八个要件:(1)声誉;(2)实用智慧;(3)道德;(4)善意;(5)受众特征;(6)风格;(7)职业;以及(8)“归宿”。
在分析修辞人格的要件之后,本文提出若干相应的策略来凸显广告修辞人格,赢得目标受众即潜在消费者的信任与认可,并提高广告的说服力。除了提出广告人应当采取的策略之外,本文还警示了那些有可能会危害伤及修辞人格,因而需要避免的举措。
Western rhetoric, an old discipline dated back to the time of Classical Greece, is a branch of learning devoted to the comprehension, development, application and exercise of symbolic power, notably that which is generated through the employment of words and language (Liu Yameng 2004: 29). Advertising, as an inescapable part of modern society that utilizes symbols and that aims at persuasion, also falls under the scope and study of rhetoric.
Ethos, a major means of persuasion tied to the character of speaker (Gripsrud, 2002: 163), plays a significant role in inducing the trust and confidence of audience. As such, it is necessarily a primary concern in advertisement. And since nowadays the credibility of advertising has attracted more and more attention from the public and is fast becoming a major social issue, how to project ethos in advertising deserves to be studied, elaborated and emphasized.
Drawing from classical and modern western authors such as Aristotle, Cicero, St. Augustine, Campbell, and Heidegger, this thesis applies theoretical insights from hermeneutics and rhetoric to a close examination of how ethos is deployed and what strategies are adopted to project the right ethos in advertisements. It goes on then to reflect on why and how ethos works in general.
My research demonstrates that ethos, a long disputed concept, has at least the following eight components: (1) previous reputation, (2) practical wisdom, (3) virtue, (4) good will, (5) character in audience, (6) style, (7) profession, and (8) dwelling place.
Following an analysis of the components of ethos, this paper suggests that advertisers should adopt corresponding strategies to project ethos in their advertisement, winning the trust and confidence of their target audience, i.e., the potential consumers, and enhancing the persuasiveness of their advertisements. Beside the strategies advertisers should employ in advertising, this thesis also cautions against the dangers that would jeopardize and diminish ethos and therefore should be guarded against.
引文
Aitchison,Jim.2004.Cutting Edge Advertising.Singapore:Pearson Education South Asia Pte Ltd
Agnes,Michael(eds).2001.Webster's New World Colledge Dictionary.4~(th) edition.沈阳:辽宁教育出版社
Aristotle.1926.Trans by Freese,John Henry.The Art of Rhetoric.London:William Heimanne
Aristotle.1991.Trans by Kennedy,George A..Aristotle on Rheotoric.Oxford:Oxford University Press
Bendinger,Bruce.1988.The Copy Workshop Workbook.Chicago:National Book Network,Inc.
Bitzer,Lloyd.1968.The Rhetorical Situation.Philosophy and Rhetoric.1-14
Broadie,Sarah..2006.The Sophists and Socrates.In Sedley,David(eds)The Cambridge Company to Greek and Roman Philosophy.Peking:生活·读书·新知三联书店.73-97
Brumberger,Eva.2004.The Rhetoric of Typography:Effects on Reading Time,Reading Comprehension,and Perception of Ethos.Technical Communication 51,1:19-24
Burke,Kenneth.1969.A Rhetoric of Motives.Berkeley:University of California Press
Campbell,George.1823.The Philosophy of Rhetoric.7~(th) Edition.London:John Bun..
Cairns,Jill.1998.Sociocultural Persuasion in Advertising:Considerations for Translators.Ottawa:Unpublished MA thesis,the University of Ottawa
Cicero,M.Tullius.1959.Trans by Sutton,E.W,De Oratore in two volums.London:William Heinemann Ltd.
Cohen,Ted.1979.Metaphor and the Cultivation of Intimacy.In Sacks,Sheldon(eds).On Metaphor,Chicago:University of Chicago Press,pp1-10
Confucius.1994.trans by Lai,Po &Xia,Yuhe.Alalects of Confucius.Beijing:Sinolingua.
Cope,Edward M.1867.An Introduction to Aristotle's Rhetoric:With Analysis Notes and Appendices.London:Macmillan.
Corbett,Edward P.J.& Connors,Robert J..1999.Classical Rhetoric for the Modern Student.Oxford:Oxford University Press.
Farrell,Thomas B.1993.Norms of Rhetorical Culture.New Haven,Conn.:Yale University Press.
Foss,Sonja K.,Foss,Karen A.& Trapp,Robert.2002.Contemporary Perspectives on Rhetoric.3rd edition,Perspect Heights,Illinois:Waveland Press,Inc.
Foucault,Michel.1980.trans by Hurley,Robert.The History of Sexuality,Vol.1:Introduction.New York:Vintage Books.
Garver,Eugene.1994.Aristotle's Rhetoric:An Art of Character.Chicago:University of Chicago Press.
Gripsrud,Jostein.2002.Understanding Media Culture.London:Arnold.
Hale,Sott L..1997.The Effect of Nonverbal Content in Political Spot Advertising:The Interaction of Candidate Visual Presentation and Verbal Appeal Type.Urbana Illinois:Unpublished Ph.D dissertation,the University of Illinois.
Heidegger,Martin.1959.trans by Manheim Ralph.An Introduction to Meatphysics.New Haven,Conn.:Yale University Press.
Heidegger,Martin.1962.Trans by Macquarrie,John & Robinson,Edward..Being and Time.New York:Harper&Row.
Heidegger,Martin.1969.trans by Stambaugh,Joan.Identity and Difference.New York:Harper&Row
Heidegger,Martin.1977.Letter on Humanism.In Krell,Farrell David(eds) Basic Writings.New York:Harper&Row:230-3
Herrick,James A.2001.The History and Theory of Rhetoric.Boston:Hope College.
Hopkins,Claude C..1966.My Life in Advertising and Scientific Advertising.Lincolnwood:NTC Business Books.
Hyde,Michael J.2004.Introduction:Rhetorically,We Dwell.In Hyde,Michael J.(eds).The Ethos of Rhetoric.Columbia,South Carolina:The University of South Carolina Press.
Huck,Erin.2000.Nike,Feminism and Rhetoric.MA thesis,Concordia University.
Huhmann,Bruce Alan.1998.Rhetoric and Advertising Readership.Tuscaloosa:PhD dessertation,The University of Texas
Jackall,Robert & Hirota,Janice M.2000.Image Makers:Advertising,Public Relation,and The Ethos of Adocacy.Chicago&London:the University of Chicago Press.
Jaeckel,Ulrike Zinn.1996.Audience and Unexpected Rhetoric.Chicago:unpublished M.A.thesis,the University of Illinois.
Kolenda,Konstantin.1991,Honesty in Advertising,The Humanist 51,6:37-8.
Li,Jie[李杰].2006.《肯尼斯·伯克新修辞学视角下的广告文本分析》.MA thesis,对外经济贸易大学
Lutcke,Karl-Heinrich.1968."Auctoritas" bei Augustin.Stuttgart:Kohlhammer.
Lv,Shuming[吕述明].2006.《从跨文化传播的角度谈国际广告策略》.MA thesis,福建师范大学.
McQuarrie,Edward F& Mick,David Glen.1999.Visual Rhetoric in Advertising:Text-interpretive,Experimental,and Reader-response Analyses,Journal of Consumer Research 26,1:37-54
Mileva,Ralitsa.1998.Cultural Communication in Advertising:A Sociolinguistic Study of The Language of Bulgarian and American Print Advertising.Washington,D.C.:unpublished P.H.D.dissertation,Georgetown University.
Minov,Denis.2003.The Effectiveness of Print Advertisements Containing Visual Rhetorical Devices.MA thesis,The School of Journalism and Mass Communication.
Ogilvy,David.1964.Confessions of an Advertising Man.New York:Atheneum
Perelman,CH & Olberchts-Tyteca,L.1971.trans by Wilkinson,John &Weaver,Purcell.The New Rhetoric:A Treatise on Argumentation,.2~(nd) edition.London:University of Notre Dame Press.
Phillips,Barbara Joan.1996.Consumer Interpretation of Complex Advertising Images and The Impact of Verbal Anchoring on Consumer Response.Austin:Unpublished PHD dessertation,the University of Houston.
Phillips Barbara J &McQuarrie Edward F.2002.The Development,Change,and Transformation of Rhetorical Style in MagazineAdvertisements.1954-1999.Journal of Advertising 31,4:1-13
Poulako,John & Poulakos Takis.1999.Classical Rhetoric Theory.New York:Houghton Mifflin Company.
Purvis,Scott C& Burton,Philip Ward.2003.Which Ad Pulled Best?:40 Case History on How to Write and Design Ads that Work.New York:McGraw-Hill/Irwin.
Quintilian.1996.Trans by Butler.H.E...Institutio Oratoria.Cambridge:Harvard University Press
Ramsey,Michele.2005.Selling social status,Woman and Automobile Advertisements from 1910-1920,Women and Languag GenderWatch(GW) 28,1.26
Ross,W.D..1924.Aristotle.New York:Clarles Scribner's Sons.
Russell,J.Thomas & Lane,W.Ronald.1993.Kleppner's Advertising Procedure.12~(th)edition.Englewood Cliffs,New Jersey:Prentice Hall.
Schultz,Don E.& Tannenbaum,Stanley I..1989.Essentials of Advertising Strategy.2~(nd) edition.Lincolnwood,Illinois:NTC Business Books.
Shan,Zhen[商珍].2007.《商务语篇的修辞劝说分析》.MA thesis,广西大学.
Singtom,Maire Orav.2003.Chasing The American Dream post World War Ⅱ:Perspectives From Literature and Advertising.PhD dissertation,Arizona State University.
Smith,Craig R..2004.Ethos Dwell Pervasively:A Hermeneutic Reading of Aristotle on Creadibility.In Hyde,Michael J.(eds).The Ethos of Rhetoric.Columbia,South Carolina:The University of South Carolina Press.
Smith,T.V..1934.Philosophers Speak for Themselves:From Aristotle to Plotinus.London & Chicago:the University of Chicago Press.
Taylor,Shirley Susan.1999.For Beginning Reader:Let Fonts Do the talking Or,If Toasters Can Fly,Why Can't the Title Reach Out &Grab A Young Reader.Hunston:Unpublished MA thesis,the University of Houston.
Yang,Chaolan[杨超然].2007.《修辞诉求和同一下的广告劝说分析》.MA thesis,贵州大学
Young,James Webb.1979.How to Become an Advertising Man.Lincolnwood:NTC Business Books
Waryas,Diane Elizabeth.2005.Images as Arguments:A case Study of Calvin Klein's 1995 CK Jeans Ad Campaign.Detroit:PhD dissertation,Wayne State University.
Burke,Kenneth..1998.trans by常昌富《修辞情景》In常昌富(eds).《当代西方修辞学:演讲与话语批评》.北京:中国社会科学出版社,155-68.
Byrant,Donald C..1998.trans by顾宝桐《修辞学:功能与范围》In常昌富(eds).《当代西方修辞学:演讲与话语批评》.北京:中国社会科学出版社,80-118
Liu,Yameng[刘亚猛].2004.In Pursuit of Symbolic Power(《追求象征的力量》).北京:生活·读书·新知三联书店.
Ries Al&Trout Jack..2003.Trans by Wang FangHua[王方华],Chen Jie[陈洁].22Immutable Laws of Marketing.上海:上海人民出版社.
Xie,Chunrong[谢春荣].2004.《论广告语修辞幻象》.硕士学位论文,福建师范大学.
Xu,Junji[许俊基].2006.《中国广告史》.北京:中国传媒大学出版社.
Wei,Ju[魏炬].2006.《世界广告巨擎》.北京:中国人民大学出版社.
Agnes,Michael(eds).2001.Webster's New World Colledge Dictionary.4~(th) edition.沈阳:辽宁教育出版社
Aristotle.1926.Trans by Freese,John Henry.The Art of Rhetoric.London:William Heimanne
Aristotle.1991.Trans by Kennedy,George A..Aristotle on Rheotoric.Oxford:Oxford University Press
Bendinger,Bruce.1988.The Copy Workshop Workbook.Chicago:National Book Network,Inc.
Bitzer,Lloyd.1968.The Rhetorical Situation.Philosophy and Rhetoric.1-14
Broadie,Sarah..2006.The Sophists and Socrates.In Sedley,David(eds)The Cambridge Company to Greek and Roman Philosophy.Peking:生活·读书·新知三联书店.73-97
Brumberger,Eva.2004.The Rhetoric of Typography:Effects on Reading Time,Reading Comprehension,and Perception of Ethos.Technical Communication 51,1:19-24
Burke,Kenneth.1969.A Rhetoric of Motives.Berkeley:University of California Press
Campbell,George.1823.The Philosophy of Rhetoric.7~(th) Edition.London:John Bun..
Cairns,Jill.1998.Sociocultural Persuasion in Advertising:Considerations for Translators.Ottawa:Unpublished MA thesis,the University of Ottawa
Cicero,M.Tullius.1959.Trans by Sutton,E.W,De Oratore in two volums.London:William Heinemann Ltd.
Cohen,Ted.1979.Metaphor and the Cultivation of Intimacy.In Sacks,Sheldon(eds).On Metaphor,Chicago:University of Chicago Press,pp1-10
Confucius.1994.trans by Lai,Po &Xia,Yuhe.Alalects of Confucius.Beijing:Sinolingua.
Cope,Edward M.1867.An Introduction to Aristotle's Rhetoric:With Analysis Notes and Appendices.London:Macmillan.
Corbett,Edward P.J.& Connors,Robert J..1999.Classical Rhetoric for the Modern Student.Oxford:Oxford University Press.
Farrell,Thomas B.1993.Norms of Rhetorical Culture.New Haven,Conn.:Yale University Press.
Foss,Sonja K.,Foss,Karen A.& Trapp,Robert.2002.Contemporary Perspectives on Rhetoric.3rd edition,Perspect Heights,Illinois:Waveland Press,Inc.
Foucault,Michel.1980.trans by Hurley,Robert.The History of Sexuality,Vol.1:Introduction.New York:Vintage Books.
Garver,Eugene.1994.Aristotle's Rhetoric:An Art of Character.Chicago:University of Chicago Press.
Gripsrud,Jostein.2002.Understanding Media Culture.London:Arnold.
Hale,Sott L..1997.The Effect of Nonverbal Content in Political Spot Advertising:The Interaction of Candidate Visual Presentation and Verbal Appeal Type.Urbana Illinois:Unpublished Ph.D dissertation,the University of Illinois.
Heidegger,Martin.1959.trans by Manheim Ralph.An Introduction to Meatphysics.New Haven,Conn.:Yale University Press.
Heidegger,Martin.1962.Trans by Macquarrie,John & Robinson,Edward..Being and Time.New York:Harper&Row.
Heidegger,Martin.1969.trans by Stambaugh,Joan.Identity and Difference.New York:Harper&Row
Heidegger,Martin.1977.Letter on Humanism.In Krell,Farrell David(eds) Basic Writings.New York:Harper&Row:230-3
Herrick,James A.2001.The History and Theory of Rhetoric.Boston:Hope College.
Hopkins,Claude C..1966.My Life in Advertising and Scientific Advertising.Lincolnwood:NTC Business Books.
Hyde,Michael J.2004.Introduction:Rhetorically,We Dwell.In Hyde,Michael J.(eds).The Ethos of Rhetoric.Columbia,South Carolina:The University of South Carolina Press.
Huck,Erin.2000.Nike,Feminism and Rhetoric.MA thesis,Concordia University.
Huhmann,Bruce Alan.1998.Rhetoric and Advertising Readership.Tuscaloosa:PhD dessertation,The University of Texas
Jackall,Robert & Hirota,Janice M.2000.Image Makers:Advertising,Public Relation,and The Ethos of Adocacy.Chicago&London:the University of Chicago Press.
Jaeckel,Ulrike Zinn.1996.Audience and Unexpected Rhetoric.Chicago:unpublished M.A.thesis,the University of Illinois.
Kolenda,Konstantin.1991,Honesty in Advertising,The Humanist 51,6:37-8.
Li,Jie[李杰].2006.《肯尼斯·伯克新修辞学视角下的广告文本分析》.MA thesis,对外经济贸易大学
Lutcke,Karl-Heinrich.1968."Auctoritas" bei Augustin.Stuttgart:Kohlhammer.
Lv,Shuming[吕述明].2006.《从跨文化传播的角度谈国际广告策略》.MA thesis,福建师范大学.
McQuarrie,Edward F& Mick,David Glen.1999.Visual Rhetoric in Advertising:Text-interpretive,Experimental,and Reader-response Analyses,Journal of Consumer Research 26,1:37-54
Mileva,Ralitsa.1998.Cultural Communication in Advertising:A Sociolinguistic Study of The Language of Bulgarian and American Print Advertising.Washington,D.C.:unpublished P.H.D.dissertation,Georgetown University.
Minov,Denis.2003.The Effectiveness of Print Advertisements Containing Visual Rhetorical Devices.MA thesis,The School of Journalism and Mass Communication.
Ogilvy,David.1964.Confessions of an Advertising Man.New York:Atheneum
Perelman,CH & Olberchts-Tyteca,L.1971.trans by Wilkinson,John &Weaver,Purcell.The New Rhetoric:A Treatise on Argumentation,.2~(nd) edition.London:University of Notre Dame Press.
Phillips,Barbara Joan.1996.Consumer Interpretation of Complex Advertising Images and The Impact of Verbal Anchoring on Consumer Response.Austin:Unpublished PHD dessertation,the University of Houston.
Phillips Barbara J &McQuarrie Edward F.2002.The Development,Change,and Transformation of Rhetorical Style in MagazineAdvertisements.1954-1999.Journal of Advertising 31,4:1-13
Poulako,John & Poulakos Takis.1999.Classical Rhetoric Theory.New York:Houghton Mifflin Company.
Purvis,Scott C& Burton,Philip Ward.2003.Which Ad Pulled Best?:40 Case History on How to Write and Design Ads that Work.New York:McGraw-Hill/Irwin.
Quintilian.1996.Trans by Butler.H.E...Institutio Oratoria.Cambridge:Harvard University Press
Ramsey,Michele.2005.Selling social status,Woman and Automobile Advertisements from 1910-1920,Women and Languag GenderWatch(GW) 28,1.26
Ross,W.D..1924.Aristotle.New York:Clarles Scribner's Sons.
Russell,J.Thomas & Lane,W.Ronald.1993.Kleppner's Advertising Procedure.12~(th)edition.Englewood Cliffs,New Jersey:Prentice Hall.
Schultz,Don E.& Tannenbaum,Stanley I..1989.Essentials of Advertising Strategy.2~(nd) edition.Lincolnwood,Illinois:NTC Business Books.
Shan,Zhen[商珍].2007.《商务语篇的修辞劝说分析》.MA thesis,广西大学.
Singtom,Maire Orav.2003.Chasing The American Dream post World War Ⅱ:Perspectives From Literature and Advertising.PhD dissertation,Arizona State University.
Smith,Craig R..2004.Ethos Dwell Pervasively:A Hermeneutic Reading of Aristotle on Creadibility.In Hyde,Michael J.(eds).The Ethos of Rhetoric.Columbia,South Carolina:The University of South Carolina Press.
Smith,T.V..1934.Philosophers Speak for Themselves:From Aristotle to Plotinus.London & Chicago:the University of Chicago Press.
Taylor,Shirley Susan.1999.For Beginning Reader:Let Fonts Do the talking Or,If Toasters Can Fly,Why Can't the Title Reach Out &Grab A Young Reader.Hunston:Unpublished MA thesis,the University of Houston.
Yang,Chaolan[杨超然].2007.《修辞诉求和同一下的广告劝说分析》.MA thesis,贵州大学
Young,James Webb.1979.How to Become an Advertising Man.Lincolnwood:NTC Business Books
Waryas,Diane Elizabeth.2005.Images as Arguments:A case Study of Calvin Klein's 1995 CK Jeans Ad Campaign.Detroit:PhD dissertation,Wayne State University.
Burke,Kenneth..1998.trans by常昌富《修辞情景》In常昌富(eds).《当代西方修辞学:演讲与话语批评》.北京:中国社会科学出版社,155-68.
Byrant,Donald C..1998.trans by顾宝桐《修辞学:功能与范围》In常昌富(eds).《当代西方修辞学:演讲与话语批评》.北京:中国社会科学出版社,80-118
Liu,Yameng[刘亚猛].2004.In Pursuit of Symbolic Power(《追求象征的力量》).北京:生活·读书·新知三联书店.
Ries Al&Trout Jack..2003.Trans by Wang FangHua[王方华],Chen Jie[陈洁].22Immutable Laws of Marketing.上海:上海人民出版社.
Xie,Chunrong[谢春荣].2004.《论广告语修辞幻象》.硕士学位论文,福建师范大学.
Xu,Junji[许俊基].2006.《中国广告史》.北京:中国传媒大学出版社.
Wei,Ju[魏炬].2006.《世界广告巨擎》.北京:中国人民大学出版社.