摘 要

近年来，大学招生宣传片越来越多地承担起宣传校园文化，传播学校价值观的任务。然而，招生宣传片最主要的任务还是为学校招揽人才, 这必然要涉及到劝说和修辞策略学说，因为采取何种修辞策略，将会对招生宣传片的效果产生重要影响。因此，本文借助 2012 年，“我为什么选择耶鲁”传入中国后引起的中国大学招生宣传片的巨大改变的机会，对中美大学招生宣传片所采用的修辞策略的不同进行探究。

本文以中美大学招生宣传片为主要研究对象，通过修辞策略的相关理论阐述，比较了中美大学宣传片在风格，内容，形式上的不同，采用案列分析法，以三个典型案例----

“我为什么选择耶鲁”，北京邮电大学的“未来邮你创造”，山东大学和招生宣传片为主要研究对象，剖析了中美大学招生宣传片在修辞策略上的本质不同，最后也提及中国大学招生宣传片在 2012 年以来的巨大变化,即抛弃了列数字，奖项的传统展现方式，更加以学生为导向，形式上更加灵活，内容更亦加多彩。

关键词：宣传片；大学；修辞策略

Abstract

Currently, university recruitment films increasingly undertake the mission of publicizing university culture and conveying university value. Nevertheless, the basic task of a university recruitment film is attracting excellent students. It’s unavoidable to have a close relationship with the theories of Persuasion and rhetorical strategies. Therefore, according to the huge change of Chinese university recruitment films which was aroused by Why I Choose Yale, an American university recruitment film which was introduced into China in 2012, this paper made an analysis on the difference of rhetorical strategies between Chinese university recruitment films and their American peers.

This paper takes university recruitment films as object. By explaining the relevant theories on rhetorical strategies, efforts are made to compare these differences of the university recruitment film of Chinese and American universities in style, content and form. Case analysis method is employed. Why I Choose Yale, Future Will be Created by Yourself and University Recruitment Film of Shandong University are regarded as the three cases to analyze the essential differences of recruitment films of Chinese and American universities in rhetorical strategies. At last, the paper also mentions the great changes that have taken place in Chinese university recruitment films since 2012. In other words, listing numbers and traditional ways of presentation for awards are abandoned, instead, student-oriented form is valued and it’s more flexible in form and colorful in content.

Key Words: Recruitment films; University; Rhetorical strategies

Contents

1. Introduction 4
2. Persuasion and rhetorical strategies 6
   1. Literature review 6
   2. Persuasion and rhetorical strategies 6
   3. Persuasion and rhetorical strategies in university recruitment films 7
3. Rhetorical strategies in American university recruitment films 9
   1. Research Questions 9
   2. Case study: Why I Choose Yale 10
4. Rhetorical strategies in Chinese university recruitment films 13
   1. Rhetorical strategies adopted in Chinese university recruitment films 13
   2. Case study: recruitment films of Shandong University and Tsinghua University 15
5. Different rhetorical strategies adopted between American and Chinese universities recruitment films 18
   1. Main differences in rhetorical strategies 18
   2. Turning point in conversion 19
   3. New style recruitment films 20

Case study: Future will be created by yourself 20

1. Conclusion 23

References 24

Acknowledgements 25