福柯的修辞认识论视角下英语广告文化修辞研究
 

摘要：广告是信息的载体，不仅传播物质信息，同时也传递精神信息。也就是说，广告既是一种经济现象或商业行为，同时也是一种文化传播方式，而且其中也受到不同文化群体的认知心理方式的制约。本文试将米歇尔••••福柯的修辞认识理论与英文广告中的修辞手段相结合，探究其文化和认知维度，并构建出英语广告中文化修辞框架。
本文共分六章：
    第一章简要介绍本论文的研究背景，研究意义与本文的结构框架，并提出了研究问题和目的。
第二章对修辞研究，文化修辞以及英文广告中修辞手段的研究作一文献综述。对广告的研究，包括专著和论文，林林总总，蔚蔚大观，但少有从文化修辞角度对广告中修辞手段的详尽研究。鉴于此，本文作者试在这一方面做一探索。
   第三章着重讨论广告与文化，广告与修辞之间的互动关系和交叉影响。广告是载体，修辞是手段，文化是决定因素。
第四章结合福柯的修辞认识论的三个方面：话语实践，规则与角色，分别对英文广告中的隐喻，戏仿和通感这三种修辞手段进行分析，以探讨英语广告文化修辞的文化动因和认知理据。   
   根据以上探讨，第五章试在三个层次，即词语，篇章与主体精神，构建一个有效的广告文化修辞框架，以期对英文广告的制作有一定的实践意义。
   第六章是结论，总结研究结果，并提出了本研究的局限性以及对进一步，更深层次的研究的建议。
关键词：英语广告， 文化修辞，修辞认识论

 Study on Cultural Rhetoric of English advertising    with Michel Foucault's theory of rhetoric as epistemic

Abstract：Advertising carries information, not only physical content, but also spiritual inherent nature. That is to say, advertisement is a economic phenomenon or business operation, meanwhile it transforms cultural connotation, which is constrained by cognitive pattern of different cultural group. This paper analyzes rhetorical devices employed in English advertising by combining it with Michel Foucault’s theory of rhetoric as epistemic so as to explore them from cultural and cognitive dimensions, and finally a frame of cultural rhetoric in English advertising is proposed.
This paper is divided into six chapters:
Chapter one makes a brief introduction of the background, the significance and the structure of the present thesis, putting forward questions and purposes of the research.
Chapter two makes a comprehensive review of rhetoric research, cultural rhetoric and rhetorical devices used in English advertisements. Advertising has been a focus of interest in linguistic field and a considerable amount of literature has been accumulating. However, few current studies make a systematic research on cultural rhetoric in English advertising. thus, I will do a tentative study in this field.
Chapter three highlights the interplay between advertising and culture, between advertising and rhetoric. Advertising is a carrier, and rhetoric is only a device to realize the information, while culture is a determinant element.
In chapter four three rhetoric devices, namely, metaphor, parody and Synaesthesia are analyzed by combining three aspects of Faulcult’s rhetoric as epistemic, that is, discursive practice, rules and roles. It aims to approach cultural rhetoric in English advertising from cultural and cognitive dimensions.   
On the basis of the above analysis, Chapter 5 tries to put forward a frame of cultural rhetoric in English advertising on three levels: advertising words, advertising text and subject spirit, which renders certain practical significance in the producing of English advertisements.
Chapter six makes a summary of the present thesis, proposing the limitation of the research and put forward suggestions for further research.
Key words: English advertising, cultural rhetoric, theories of rhetoric as epistemic.

Contents
Chapter1.Introduction………………………………………………………………6
   1.1 Background of the Study…………………………………………………...6
   1.2 Significance of the study………………………………………………….. 7
   1.3 Structure of the thesis……………………………………………………….8
Chapter 2  Literature Review……………………………………………………...9
2.1 Rhetoric research ………………………………………………………….. 9
2.2 Cultural rhetoric research …………………………………………………..12  
2.2 English advertising rhetoric research……………………………………….13
Chapter 3  Analysis of advertising culture and rhetoric …………………………..17
3.1 Culture reflected in advertising …………………………………………….17
3.2 Rhetorical devices used in advertising ……………………………………..20
Chapter 4 Analysis of English advertising cultural rhetoric in Michel Foucault's theory……..30
4.1 Michel Foucault's theory of rhetoric as epistemic…………………………...30
4.2 Analysis of Cultural Rhetoric from discursive practice……………………..31
4.3 Analysis of Cultural Rhetoric from Rules …………………………………..36    
4.4 Analysis of Cultural Rhetoric from Roles…………………………………...39
Chapter 5 Create Effective English advertising Cultural Rhetoric Frame…………..42
5.1 Effective Cultural Rhetoric in English advertising Word……………………42
5.2 Effective Cultural Rhetoric in English advertising Text…………………….43
5.3 Effective Cultural Rhetoric in English advertising Subject Spirit…………...45
Chapter 6 Conclusion ……………………………………………………………… 47
   6.1 summary of the findings …………………………………………………… 47
   6.2 Limitations and Recommendations for Further Research …………………. 48
References ………………………………………………………………………….. 49
Acknowledgements ………………………………………………………………… 52