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药品广告是一种特殊的广告形式,在药品广告语篇中,广告者通常采用三种修辞劝说策略,即:通过诉诸广告者的良好人格来达到劝说的目的,即说服者的性格、品德、身份、地位、权威等等;通过诉诸消费者的情感,即“动之以情”的方法来达到劝说的目的,主要包括爱心诉诸和恐惧诉诸;通过诉诸消费者的理性来达到劝说的目的。
Drug advertisement is a special form of advertisement. In the advertisement of pharmaceutical products, advertisers generally adopt three kinds of rhetorical persuasion tactics: to persuade people by appealing advertisers’ good personality, that is to say, persuasion character and morality , Identity, status, authority and so on; through the resort to the consumer’s feelings, that is, “moving in love” approach to achieve the purpose of persuasion, including love resort and fear of resorting to resort to consumers Reason to achieve the purpose of persuasion.