【摘要】：正 西方所理解的修辭被定義為"說服藝術(shù)",就是通過象征手段影響人們的思想,感情,態(tài)度,行為的一門實踐。"修辭與調(diào)動語言和其它象征手段以達(dá)到任何實際或功利目的幾乎是同義的。"西方修辭在商業(yè)領(lǐng)域的運用便是一個很典型的例子。商業(yè)營銷和廣告五花八門,應(yīng)有盡有,就是要影響受眾作出購買商業(yè)服務(wù)或產(chǎn)品的決定,使?jié)撛诘馁徺I力轉(zhuǎn)化為現(xiàn)實的購買力,最終達(dá)到實現(xiàn)利潤的目的。商業(yè)營銷和廣告的策劃者實際上便是商業(yè)修辭的實踐者。西方修辭包括修辭形勢,修辭受眾,修辭目的,修辭資源等方面。修辭實踐者通常在以上各個方面使出渾身解數(shù),以達(dá)到其修辭目的。商業(yè)修辭在修辭形勢,修辭目的方面似乎沒多少作為,因為其動機(jī)和目的已很明朗,至多是作些
[Abstract]:Rhetoric understood in the West is defined as the art of persuasion, which is a practice of influencing people's thoughts, feelings, attitudes, and behaviors through symbolic means. " Rhetoric is almost synonymous with the use of language and other symbolic means to achieve any practical or utilitarian purpose. " The use of Western rhetoric in business is a typical example. There are many kinds of commercial marketing and advertising, which is to influence the audience to make the decision of purchasing business service or product, so that the potential purchasing power can be transformed into real purchasing power, and finally the purpose of realizing profit can be achieved. The plotters of commercial marketing and advertising are in fact practitioners of business rhetoric. Western rhetoric includes rhetoric situation, audience, purpose and resources. Rhetorical practitioners usually try their best to achieve their rhetorical purpose. Business rhetoric does not seem to do much in rhetorical terms, because its motive and purpose are clear, at best
【分類號】：H05

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