西方修辞学视角下的中文房地产广告研究_英语论文

A Study of Chinese Real Estate Advertisements from the Perspective of Western Rhetoric 

摘要

房地产广告作为沟通房地产商与消费者之间的重要渠道，通过各种媒体进入消费者的视线，成为人们日常生活中不可或缺的一部分。本文从西方修辞学视角，旨在深入探讨中文房地产广告中的说服性。以选取的100篇中文房地产广告，分别从人格诉求、情感诉求和理性诉求三个方面进行定量和定性分析。研究发现，房地产广告具有很强的说服性，同时，也存在一些不足。针对房地产广告在三诉求方面表现的不足之处，提出合理改进建议。该研究有助于购房者深入了解房地产广告的本质特征以及房地产商更好地刺激销售，从而促进房地产商与购房者之间的合理沟通。

关键词：中文房地产广告；劝说；三诉求

Abstract

Real estate advertisements, as an essential channel of communication between target consumers and the real estate companies, have become a necessary part of people’s daily life. This paper analyzes the persuasion in Chinese real estate advertisements from the perspective of western rhetoric, the three appeals----ethos, pathos and logos quantitatively and qualitatively by selecting 100 Chinese real estate advertisements. The results show that Chinese real estate advertisements are terribly persuasive. Meanwhile, some deficiency in the advertisements is identified.  Suggestions for the improvement are given. This study is helpful for consumers to understand the nature of real estate advertisements, betters the sales of real estate companies, and enhances the communication between consumers and real estate companies.

Key words: Chinese real estate advertisements; persuasion; three appeals

Contents

1. Introduction 1

1.1 The Definition of Rhetoric 1

1.2 The Role of Real Estate Advertisements 3

1.3 Three Appeals in Real Estate Advertisements 4

1.4 Research Purpose and Significance 6

1.5 The Organization of the Paper 7

2. Ethos and Chinese Real Estate Advertisements 7

2.1 The Definition of Ethos 7

2.2 Ethos in Chinese Real Estate Advertisements 8

2.2.1 Good Sense 8

2.2.2 Virtue 9

2.2.3 Good Will 9

2.3 Suggestions for Improvement 10

3. Pathos and Chinese Real Estate Advertisements 11

3.1 The Definition of Pathos 11

3.2 Application in Chinese Real Estate Advertisements 11

3.2.1 Happiness at Present 12

3.2.2 Passion for the Future 13

3.3 Suggestions for Improvement 15

4. Logos and Chinese Real Estate Advertisements 15

4.1 The Definition of Logos 15

4.2 Logos in Chinese Real Estate Advertisements 16

4.2.1 Memory 16

4.2.2 Profits 16

4.2.3 Supports 17

4.2.4 Communication 17

4.3 Suggestions for Improvement 18

5. Conclusion 18

References 20

Appendix 21