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有关真实与虚构的讨论,是人类思想史上最重要的论题。广告则充分显现了这一论题的典型特征与魅力:一方面传递商品信息,实不需言;另一方面创意十足,“虚构”得令人着迷。也正因为此,学界对广告到底是真实还是虚构长期争论不休,见解歧出。广告叙述转向则让这个问题变得更加复杂。学界有关广告真实问题的讨论,一直纠缠于广告体裁要求真实和广告操作真假难辨的冲突之中。这种讨论路径未能有效处理广告体裁真实属性和在此属性观照下的广告修辞性表达。本文从广义叙述学的“二重区隔”角度梳理广告真实性问题面临的困境,论证了广告的纪实性体裁特征,并进一步讨论广告修辞对广告真实的影响,从而以广告这一门类体裁的具体论辩,回应“虚构与纪实”这一思想史上的宏大命题。
The discussion of truth and fiction is the most important topic in the history of human thought. Advertising is fully demonstrated the typical characteristics and charm of this topic: on the one hand to pass the product information, do not need to say; on the other hand creative, “fiction ” was fascinating. Precisely because of this, the academic community in the end is real or fiction long-term controversy, insights. Advertising narrative turns the problem more complicated. Discussions on the real issues of advertising in the academic community have been entangled in the conflict between the authenticity of the advertising genre and the truth of the advertisement. This discussion path fails to effectively deal with the true genre of genre and the ad rhetorical expression in the light of this attribute. This paper combs the dilemma facing the issue of authenticity of advertising from the perspective of “double division” of general narration, demonstrates the documentary genre features of advertising, and further discusses the influence of advertisement rhetoric on the real advertising, so as to advertise this category Genre of the specific argument, in response to “fiction and documentary” in the history of the grand proposition.