认同说是美国著名修辞学家肯尼斯·伯克修辞学理论的核心概念,在语篇分析中具有很强的实用性。本文以认同说为基础,用认同说的三种认同策略:同情认同,对立认同和误同分析广告文本,以探究广告制作者如何通过这三种策略达到劝说的目的,为广告文本的分析建构了一个新的视角。 Identity is the core concept of the rhetoric theory of Kenneth Burke, the famous rhetorician in the United States, which has strong practicality in discourse analysis. This paper, based on the theory of identity, uses three recognition strategies of identity recognition: sympathetic identification, oppositional identification and misunderstanding with the analysis of advertising texts to explore how advertisement producers can persuade through these three strategies to construct advertisement texts A new perspective.