企业家演讲中的隐喻论证

摘要

隐喻性表达不仅可以使演讲变得形象生动，而且有时候会产生很强的劝说功能。在概念隐喻理论与图尔敏论证模型的基础上，从隐喻论证和语用论辩的角度，对企业家（以马云为例）演讲中所存在的隐喻性表达进行分析，探讨隐喻论证中的“反驳”要素，以及隐喻论证的劝说机制。%Metaphorical expressions can not only make the speeches vivid and appealing,but also endue them with persuasive function.Based on the conceptual metaphor theory and Toulmin ’s argumentation model,this paper aims to analyze how the metaphorical expressions in the speeches of the entrepreneurs (like Jack Ma)achieve the persuasive function from the perspective of the arguing through metaphors and pragmatic argumentation,and explored the elements of“rebuttal”in the argumentation,which will help us understand the persuasive function better.