지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This study tries to analyse a resignation speech (texts) from the CEO office by Ma Yun of Alibaba, which was delivered as a part of the 10th anniversary of Taobao, according to a rhetorical theory of Cicero.
Cicero categorized 5 domains - Invention, Disposition, Elocution, Memory and Action - by rhetorical abilities of a speaker. This study also analysed Ma Yun’s speech and his resignation speech texts, in accordance with Cicero’s categorization.
When it comes to Invention, Ma Yun’s speech aims at not only marking the occasion but also declaring his own resignation and introducing his successor to audience.
At the introduction of disposition, he successfully performed the tasks of attracting attention of audience, winning their favor and helping their understanding through his greetings and opinion announcement. In the body of explanation he remembers the past of Alibaba and describes its present. The body of verification shows the declaration of his resignation – the ultimate purpose of this speech – , its reconfirmation and requests toward audience.
In the domain of elocution, the speaker repeatedly used important words in order to effectively deliver his message. By repetitive mention of specific words - trust, chance and change – he helped his audience with exact recognition of his message.
In memory, Ma Yun heightened audience’ concentration and confidence in the speaker by making a natural speech through memorization of script.
Ma Yun’s address in view of linguistic elements of action delivers clear message to audience, by using accurate pronunciation, proper dynamics and timely pauses in the paragraphs.
Cicero categorized 5 domains - Invention, Disposition, Elocution, Memory and Action - by rhetorical abilities of a speaker. This study also analysed Ma Yun’s speech and his resignation speech texts, in accordance with Cicero’s categorization.
When it comes to Invention, Ma Yun’s speech aims at not only marking the occasion but also declaring his own resignation and introducing his successor to audience.
At the introduction of disposition, he successfully performed the tasks of attracting attention of audience, winning their favor and helping their understanding through his greetings and opinion announcement. In the body of explanation he remembers the past of Alibaba and describes its present. The body of verification shows the declaration of his resignation – the ultimate purpose of this speech – , its reconfirmation and requests toward audience.
In the domain of elocution, the speaker repeatedly used important words in order to effectively deliver his message. By repetitive mention of specific words - trust, chance and change – he helped his audience with exact recognition of his message.
In memory, Ma Yun heightened audience’ concentration and confidence in the speaker by making a natural speech through memorization of script.
Ma Yun’s address in view of linguistic elements of action delivers clear message to audience, by using accurate pronunciation, proper dynamics and timely pauses in the paragraphs.
목차
I. 들어가는 말
II. 텍스트 분석
III. 나오는 말
참고문헌
Abstract
참고문헌 (0)
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UCI(KEPA) : I410-ECN-0101-2018-802-001344906