理性诉求

运用此理论框架，作者分析广告人怎样通过理性诉求和感性诉求的表达方式来顺应受众的心理世界，从而达到说服受众进行购买的交际目的。

Using the framework , the analysis is carried out on the continuum between rational appeal and emotional appeal .

把课程制序作为学校课程发展的理性诉求，是学校制度化课程与课程制度化的双向动态建构过程。

Curriculum institution reflects the rational appeal of school curriculum development , and the mutual and interactive construction of institutionalized curriculum and curriculum institutionalization .

正义：我国行政决策的理性诉求

Justice : The Rational Requirement of Administrative Decisions in Our Country

理性诉求和情绪说服某人试图说服某人。

Appealing to reason and emotions to convince someone vs.

中国基础教育改革的理性诉求

The Rational Pursuit for Chinese Basic Education Reform

这些都是与药品广告以产品为中心的理性诉求一脉相承的；

All of above reveal the importance of product and rational claim in drug advertising .

平面商业广告中的理性诉求与感性诉求

The Rational and Perceptive Appeal in Advertising

后现代语境中的马克思思想与我国现代性的理性诉求

Signification of Marx 's Thought to Modernity Constructing Again in China in the Background of Post-modernism

论革命传奇的理性诉求

Rational Resource of the Revolutionary Legendary

公益广告在社会主义精神文明建设中发挥着重要的作用，作为公益广告形式的重要组成部分的语言，在表达方式上，表现出淡化理性诉求、强化情感诉求、越来越追求艺术化的特性。

Advertisements of public welfare play more and more important roles on the construction of spiritual values .

语篇的修辞性与古典修辞学理性诉求、情感诉求、品格诉求紧密相关。

The textual rhetoricity is in close relation to the logos , pathos and ethos in classical rhetoric .

首先，概述了之前学者对于广告英语的研究，并且简要介绍了两种基本的英语广告诉求策略即理性诉求策略和感性诉求策略。

Firstly , it illustrates the previous study on advertising language and introduces two basic appeals of the English advertisement .

第三章：对房地产广告中的主题词进行分类讨论，按照诉求的分为理性诉求和感性诉求。

The third chapter discusses the key word according to the demand , which divides into rational demands and perceptual demand .

一是以理性诉求方式满足消费者既存的认知期待。不同体育商品要根据目标消费群体的心理机制的差异确定综合的诉求方式。

Based on differences of the mentally mechanism of the consumers , it is necessary to establish a comprehensive way of appeal .

由此说明情感诉求在英语商业广告中是最有效的，其比例远远大于人格和理性诉求，这可能跟广告的本质以及快节奏的现代生活方式有关。

Thus pathos is the most effective appeal in English commercial advertisements . It might attribute to the fast-paced modern life style and the nature of advertisement .

“硬卖”（理性诉求）与“软卖”（情感诉求）是广告语篇的两种基本表现手段。

The " hard sell "( rational appeal ) and the " soft sell "( emotional appeal ) are two basic representational means in the advertising discourse .

其次，贝叶斯方法也是在主体价值语境下，主体进行科学接受的一种理性诉求。这种方法是通过对结果进行量化的方式来对科学接受活动产生影响的。

Secondly , the main selection using Bayesian method is a kind of rational appeal , this method can be achieved by quantifying the results to the receiving effect .

理性诉求和情感诉求是两种基本的广告诉求形式，根据诉求重点的不同，广告可以分为理性广告和情感广告。

Rational appeals and emotional appeals are two basic formals of advertising appeal . According to the different appeals , advertisings are divided into rational advertisings and emotional advertisings .

其中楼盘名称分为专名+通名和去通名两种类别，主题词根据诉求的不同分为理性诉求和感性诉求。

The former were group into special name + common name and no common name . According to key words , the latter was divided into the rational demand and the perceptual demand .

在教育改革与变革的过程中，一次又一次的变革失败使得我们不断地反思并追寻其原因，同时学校亦在不断加强自身变革理性诉求。

Educational reform and change in the process , failed again and again and we continue to pursue its cause of reflection , while also continue to strengthen its own school change rational appeal .

爱国主义中的国家概念是民族性和政治性的统一，民族是爱国主义的族群载体，加强公民教育是现代爱国主义的理性诉求。

Nationality and political characteristics should be contained in " country " of Patriotism ; Nation is the ethnic group carrier , and enhancing the citizen education is the rational task of modern patriotism .

首先，生态社会主义理论体现了对价值理性的诉求和对科技理性的批判，倡导的是价值理性与科技理性的协调发展。

First , the eco-socialist theory reflects the demands of the rational value and the criticism of technological rationality , advocates the coordinated development of the rational value and technological rationality .

同时含山蚕花节它在当地发挥了如下的作用与功能：一是它减轻了人们的现实生活压力和精神压力，满足了人们寄托理性、诉求利益的精神愿望。

At the same time , the silkworm flower festival in Han Shan play its role as follows : firstly , it relieves the real pressure of human being in practical life and mental pressure , meets the requirement for human beings in terms of entrusting and appealing benefits .

市民社会的理性化制度诉求是形成现代生态危机的制度性根源；

The reasonable system-claiming of citizenry society is the system source of modem ecosystem crisis formation ;

并针对当前大学生在自身权利乃至诉求方面存在的认识上的误区，提出理性看待大学生诉求的必要性和迫切性。

At the same time , this paper points out that we should rationally view the necessity and urgency of the demands , considering the existence of understanding errors in the self-right and pursuit aspects .

网络诗歌发展到今天，已经脱去误解的抵制，经由集体狂热的追逐，最终走向理性的崭新诉求，即网络诗歌向传统与主流的必要回归，重建精神的伊甸园。

Fortunately , today it has already got away from the resisting of misunderstanding . After the massive fever and blind pursuit , it eventually goes towards a kind of rationality , namely , the necessary return to tradition and main stream and the reestablishment of the spiritual Eden .

运用理性分析和情感诉求是社会科学研究的重要手段。

Rational analysis and the appeal for emotions are important means in social science research .

经济发展理论认为，一个经济发展取向的、能够提供政治稳定的、以理性和效率为诉求的硬政权是欠发达国家实现现代化的必要前提。

The theory of development economics considers a strong state that is economy-development-oriented 、 able to supply political stableness 、 reasonable and efficient is necessary for the modernization of the underdeveloped nations .