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Three Rhetorical Appeals in Chinese Real Estate Advertisements: A Rhetorical Perspective

Author: DuWen
Tutor: WenBin
School: Central China Normal University
Course: Foreign Linguistics and Applied Linguistics
Keywords: Chinese real estate advertising Rhetorical Theory Resorting to moral Emotional resorting to Resort to logic
CLC: H15
Type: Master's thesis
Year: 2009
Downloads: 348
Quote: 3
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Abstract


With the development of China 's real estate market , there have been scholars from linguistics , the system function syntax, pragmatic point of view of science and literary criticism of real estate ads . The author attempts from a different angle , namely Aristotle's rhetoric to resort to theory ( that the speaker usually moral resorting to ETHOS , emotional resorting to pathos or logical access to logos to convince the audience ) to study the Chinese real estate Advertising . According to Aristotle 's theory , Ethos ( the moral resort ) good sense ( Wise ) , virtue ( moral) , and good will ( in good faith ) , this study collected from the Internet three hundred Chinese real estate advertising qualitatively and quantitative analysis . In this study, qualitative aspects in order to confirm with three resorting to theory to analyze the feasibility of the Chinese real estate advertising discourse , quantitative aspects by analyzing three to resort to the distribution in the Chinese real estate ads to prove emotional appeal in Chinese the importance of real estate advertising . The qualitative analysis of the findings are: 1 ) China Real Estate advertisers often use words with a positive meaning , company or product names and specific details to show the customer the wise ( good sense ) . China Real Estate advertisers often use cheap prices and additional benefits to show \2) Chinese real estate advertising commercial emotional appeal to rhetorical repeat , imitation remarks and Words Embedded . Chinese real estate advertisers to achieve emotional resorting values ??nature, enjoy and status . Quantitative analysis found that : 1) the use of emotional appeal to Chinese real estate advertising in the largest percentage of all three to resort to the Chinese real estate advertising ; 2) . Use duplicate Chinese real estate advertising in all rhetorical Chinese the largest percentage in the real estate advertising ; 3 ) resort to natural Chinese real estate advertising in the largest percentage of all recourse to the values ??of Chinese real estate advertising .

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