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1、recentyearsinordertofindoutsomewaystoutilizethisconceptindifferentareas.BowerAlyinEnthymemes:TheStoryofalightheartedSearchposesaseriesofquestionswhichrelatetotheroleofaudienceintheformationofenthymemes.Amonghisideas,themostimportantparttothisstudyisAly’sbeliefthatenth
2、ymemesdonotalwaysrequirewrittenorspokenwords;Nonverbalcuescanbejustaseffectiveinthepersuasiveattempt(Aly,1965:270-272).InEnthymemes,Examples,andRhetoricalMethod,thestatementofJameaRaymondnotonlysupportstheaudience-drivendefinitionofanenthymeme,butitalsodescribestheenv
3、ironmentthatadvertisersmustfacedaily.InChina,theresearchesonenthymemebyscholarsaremainlyputforwardbyWuHongzhi,DingHuang,ZhangChunquan,andDengZhiyongetc.WuHongzhiandDingHuanganalyzetheenthymemefromthelogicaspectoftherhetoric.ZhangChunquanusesenthymemetostudyontheChines
4、efamouslogicarticle白马非马(Thewhitehorseisnotthehorse.)totestifythesimilarityofChineseandforeignlogicallanguage.DengZhiyongmakesresearchontheoperationmodeoftheenthymeme.Inhisthesis,hediscussesthreeexpressionsoftheenthymemeandtheirapplicationsinadvertisement.However,there
5、searchonenthymemehasnotdevelopedsystematicallyinChina,soitstillhasspacefortheauthortomakearesearchonthissubject.Anenthymemeintroducesanewideabyarguingfromafamiliarpointofviewandallowstheaudiencetoparticipateinthecreationofanovelinference-basedconcept.AccordingtoBitzer
6、LloydF,theaudienceandspeakerworktogethertocreatethepremisesthatarenotappearedinenthymeme(Bitzer,1959:408).Thewriterofenthymemeusesinformationthatisbelievedbymostoftheaudienceandcombinesitwithnewargumentsinordertocreatenewmeaning.Theflexibilityofenthymemesallowsformult
7、iplemeaningstobederivedfromthesameinformationandtheaudiencewilladdnewanddifferentinformationtothe2argumentbasedontheoldone.Itistheeffectivenessanadvertisementwantstoachieve.Atpresent,inenthymematicadvertisements,chancesarethatmanyadvertisersareunawareofthetechniquethe
8、yuse;anditwouldbevaluableforthemtobeawareofhowtheenthymematicprocessfunctionsonadeeperlevel.Itwouldalsobeofvalueforconsumers
