文献类型：期刊文献

中文题名：劝说中的中庸主义——对医疗广告的语篇分析

英文题名：Moderation in Persuasion:A Discourse Analysis of an Advertisement of Acupuncture

作者：杨坚定[1]

机构：[1]绍兴文理学院外国语学院

年份：2011

期号：6

起止页码：1

中文期刊名：浙江外国语学院学报

外文期刊名：Journal of Zhejiang International Studies University

收录：国家哲学社会科学学术期刊数据库

语种：中文

中文关键词：评价系统理论;劝说;中庸主义

外文关键词：appraisal system ; persuasion ; moderation

中文摘要：广告语篇的劝说目的通常是很明显的,作者会运用语言资源来赞扬其产品。而该篇医学广告语篇作者的立场却是不褒不扬。语篇运用力度资源体现作者的中庸主义的立场,增强了语篇的说服力;运用介入资源中的杂言使得论证客观、可信;通过说一不二的实验数据表明命题的确定性,最终达到劝说读者的语篇目的。

外文摘要：Abstract：This paper analyzes an advetisement on the effect of acupuncture in the light of appraisal system. Generally speaking,the author of an advertisement has a clear position towards the persuasion. But in this advertisement, the author is neither positive nor negative. The text makes full use of force in expressing the author＇ s moderation in his position, thus increasing the power of persuasion; using heterogloss to make his supporting details more objective and believable;citing experimental statistics to make the supposition more precise to achieve the purpose of persuading readers into believing the positive effects of acupuncture.