Abstract: Advertising has played a significant role in people’s daily life. It does not only have huge influence on people’s lifestyle, but also has great impact on the culture, the social economy and ideology. The study provides a new angle on the research of advertising language by introducing Kenneth Burke’s Identification Theory. The theory consists of three identification strategies, namely, Identification by Sympathy, Identification by Antithesis, and Identification by Inaccuracy. By introducing Kenneth Burke’s Identification Theory into the analysis of advertising language, the study aims to illustrate the persuasive purpose of advertisements, to reflect the rhetorical relationship between advertisers and target audiences, to explore how the makers of ads use these three strategies to achieve the purpose of persuading. In advertising, we can realize the three strategies of identification by appealing to audiences’ emotion and values. 

Key words: Kenneth Burke; Identification; advertising language

CONTENTS

Abstract

摘要

1. Introduction-1

2. Advertisement-1

2.1 Definition of Advertisement

2.2 Functions and Objectives of Advertisement

2.3 Definition and Features of Advertising Language

3. Kenneth Burke’s Identification Theory-3

3.1 Identification by Sympathy

3.2 Identification by Antithesis

3.3 Identification by Inaccuracy

4. Application of Identification Theory and Persuasive Means-5

4.1 Application of Identification Theory to Advertising Language

4.1.1 Identification by Sympathy in Advertising Language

4.1.2 Identification by Antithesis in Advertising Language

4.1.3 Identification by Inaccuracy in Advertising language

4.2 Persuasive Means of Advertising Language

4.2.1 Appeal to Emotion

4.2.2 Appeal to Values

5. Conclusion-10

Bibliography-12

Acknowledgements-13