红塔集团形象广告的视觉修辞分析

本文通过对红塔集团的形象广告片分析,揭示了商业广告利用符号的多重意指来向受众灌输企业所推崇的价值观,进而提升企业品牌的认知度和美誉度的一般规律。     

Jimmy Carter and the rhetoric of charisma

Jimmy Carter's unusual success in the Presidential Primaries of 1976 has been the subject of much discussion. One rhetorical explanation posits that Carter's message may be described in terms of Weber's concept of charisma, and Bormann's theory of rhetorical vision. The charismatic message was caught up in a unique rhetorical situation, the social fantasies attending the Bicentennial Celebration. Carter's rhetoric and the people's fantasies transcended along similar lines. This confluence helped to carry Carter to the White House.     

Rhetorical functions of the infestation metaphor in Hitler's rhetoric

After offering a metacritical commentary on the rhetorical and epistemological functions of metaphor, drawing on the work of Edwin Black and Susan Sontag, this essay examines Hitler's metaphorical characterizations of Jews as exogenous threats to the German national body.     

The rhetoric of androgyny as revealed in the feminine mystique

Despite the feminist controversy regarding whether gender differences exist in discourse style, it appears that one of the most prominent leaders of the conservative wing of the feminist movement, Betty Friedan, strategically employed an androgynous rhetorical style in her crucial feminist document. The Feminine Mystique. Through an analysis of that text, this essay argues that by employing the “rhetoric of androgyny,” Friedan creates a mainstream feminist audience whose ideology ultimately transcends oppressive gender dichotomizations.     

Print media in the advertising markets of the future

The author considers the changing advertising expenditures and advertising shares of media, discusses difficulties of approaches and models used to forecast advertising markets, and offers his own model and forecasts for advertising expenditures and media shares through the year 2000.     

Editorial advertising and the first amendment

One aspect of the recent pressure for greater public access to the airwaves is the attempt by several individuals and groups to buy air time for expression of opinion on often controversial subjects. The legal ramifications of this issue are explored in the following paper by Dr. Milan Meeske, a member of the communication faculty at Florida Technological University in Orlando.     

Administrative Expectations in the Recruitment of Academic Librarians

No abstract available for this article.     

台湾地区公共图书馆馆员甄选与任用制度研究

台湾地区公共图书馆馆员的遴用,依法可分为考试任用制、聘任制、派用制以及约聘雇制度四种。论文在全面整理和回顾台湾公共图书馆法规文件的基础上,分析了台湾地区公共图书馆馆员甄选与任用制度的特点及优缺点。     

Jamming market rhetoric in Wisconsin's 2011 labor protests

Taking the case of the 2011 protests at the Wisconsin state capitol, this essay theorizes a model of political culture jamming. When 100,000 people swarmed downtown Madison, I argue, they jammed both Governor Scott Walker's market-based rhetoric and organized labor's typical response to such attacks. This case study, then, extends culture jamming as a way of understanding resistance to the marketization of realms that extend beyond the vaguely cultural. It demonstrates that when expanded to include embodied, political action, culture jamming offers a particularly useful lens through which activists may challenge rhetorics that promote ever-expanding markets.     

The contemporary rhetoric of the social theories of law

Traditionally, law and justice have been conceived in a cognitive or formal mode, but in today's society the legitimacy of law must be based on its immanence: Does it address and make sense to the everyday concerns of citizens? This essay argues for a critical theory of justice based on the communicative competence of the community.     

Managerial rhetoric as the metaphor for the World Wide Web

–This article explains how metaphors influence how we experience events, and how the Web, viewed through a different metaphor or lens, currently appears a little less valuable as a tool of education or democracy. Although the Web constitutes a new communication milieu, possessing the potential to revolutionize communication in the next millennium, its rhetoric is currently one of consumerism and capitalism–economic not political ideologies pertain. This article conducts a metaphorical analysis of the World Wide Web positing that the Web might be understood best through a managerial metaphor rather than the current spatial/relational metaphor. Using Sproule's 1988 categories of managerial rhetoric, this article critiques contemporary Web practices in an effort to better understand the Web and its communicative potential.     

新闻越来越像广告了吗

当《华尔街日报》开始重新设计数字产品后,改变的不仅仅是网站的外观.这支由工程师、设计师、记者组成的团队,旨在修改其内容以便更加适用于移动客户端和社交平台,让读者的新闻阅读感受更具个性,同时将分析软件带进了新闻编辑室.     

Religious rhetoric meets the target audience: Narrowcasting faith in presidential elections

Research documents politicians’ use of religious rhetoric and its effects on the public, but little work has investigated the considerations influencing the decision to use religious rhetoric in the first place. We theorize that politicians’ use of religious rhetoric is determined by four considerations: the alignment between the speaker’s and audience’s religiosity, the acceptability of the speaker’s denomination to the audience, the speaker’s religious history, and the speaker’s party. Using the 2012 presidential election as a test case, we pair county-level religion data with a content analysis of 264 stump speeches to examine how the religious aspects of candidate rhetoric changed depending on the religious contours of a community. The evidence provides insight into how and why candidates “narrowcast” faith.     

Amplification: A central theme in late medieval rhetoric

Even though medieval rhetoric appears to lack direction and theme, an understanding of the society of the Middle Ages, the sources available to theorists, and the content of the ars dictaminis and ars praedicandi indicates that amplification provided such unity.     

Printings of Aristotle's rhetoric during the fifteenth and sixteenth centuries

This study applies the results of an updated and extended investigation of the printings of Aristotle's Rhetoric between 1477 and 1599 to demonstrate the availability of the Rhetoric during the Renaissance. Four conclusions are drawn: (1) the Rhetoric was widely available, for at least 95 printings occurred during the period examined; (2) the repeated printings of Latin translations by five different humanists indicates a growing demand for the Rhetoric; (3) Victorius's efforts to reconstruct an authentic Greek text had a favorable influence on improving subsequent editions; and (4) the fact that most of the printings appeared in five continental cities indicates that the dissemination of the Rhetoric depended upon its purchase by private scholars and collectors.     

The significance of humanistic rhetoric in British public address

This study sought to answer the following questions: (1) What specific verbal and nonverbal behaviors are associated with the initiation of communicative interactions; and (2) Do these verbal and nonverbal behaviors vary according to the degree of acquaintanceship of the participants in the greeting situation.