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修辞格在英语广告中的运用 总被引：1，自引：0，他引：1
王徽英 《广东经济管理学院学报》2006,21(6):72-76
广告已成为宣传和推销产品与服务的重要手段和现代生活的重要信息来源。广告文案作者在制作广告的过程中，常常借助各种修辞方式使广告语言生动形象、幽默诙谐、新颖别致，富有智慧。好的广告语言能使人们在赏心悦目的同时接受广告所传递的商品信息，达到广告所诉求的目的。常用于英语广告中的修辞格有：双关、仿似、夸张、押韵、拟人、比喻、重复和对照。 相似文献
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李小萍 《山西经济管理干部学院学报》2004,12(1):95-96
通过对近年来新闻类文章的考察，我们发现在标题中恰当地运用修辞方式，能极大地引发阅读兴趣，本文介绍的是几种标题中常见的修辞方式。 相似文献
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Strategic intent as a rhetorical device 总被引：1，自引：0，他引：1
Strategic intent is a useful concept in accounting for purpose and continuity of goals in an organization adapting to internal and external developmental pressures. Yet, extant literature on strategic intent does not account for heterogeneity of goals within an organization. Indeed, there is confusion over who possesses strategic intent. In this paper, we seek to revitalize the concept of strategic intent by exploring its potential as a rhetorical device. Based on philosophical theory of collective agency, we argue that to realize the integrative promise of strategic intent in organizations, achieving coherence between multiple intents is the most viable option. Drawing from rhetorical theories, we investigate the processes involved in diffusing intent and building coherence between multiple intents. 相似文献
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《Scandinavian Journal of Management》2022,38(4):101245
Branding has become a strategic tool for university management in competition for students, faculty, and funding. In this study, we explore university branding in its extreme form of grandiose branding and ask How can grandiose branding initiate a process that prompts ethically and morally questionable practices in organizations? Grandiose branding is characterized by an excessive use of superlatives that frame higher education institutions as “world-class universities.” Through a self- and autoethnographic single-case study conducted in a business school, our study shows that branding efforts that do not align with an organization’s actual quality and performance can lead to a counterproductive cycle of camouflaging top management’s failures and justifying ethically and morally questionable actions directed towards the institution’s primary stakeholders. The study contributes to the earlier literature on grandiosity in the context of higher education by taking a process perspective and explores the implications of grandiose branding from rhetoric through implementation. 相似文献
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近年来危机传播之研究综述 总被引：3，自引：0，他引：3
本文从公共关系学和修辞学两种取向,针对国内外近年来的危机传播（crisis communication）研究进行了综述。从公共关系学取向而言,危机公关研究仍关注实践层面的传播策略,危机时的媒介策略与议题建构、网络危机公关成为两个较受重视的研究领域。从修辞学取向而言,危机情境与危机反应策略之间的关联成为近年来此取向研究的重点,并开始探索情感在危机时对利益相关者行为意图的影响。最后,本文针对已有的研究存在的不足,建议未来的危机传播研究加强取向的整合、拓宽学科视角、重视新媒体和文化差异研究。 相似文献