2016年微信公开课上张小龙演讲的修辞分析

Abstract

In this paper, Aristotle’s rhetorical theory has been used to analyze a speech by Zhang Xiaolong, Vice President of Tencent Inc., exploring the reasons for the success of this speech in several different aspects, such as invention, disposition, elocution, memory, and delivery. Invention is analyzed in light of the speaker'’s situation, and disposition is analyzed in four sections of the speech: “introduction, preliminaries, core message, and conclusion. The analysis of the speaker’s elocution considers the characteristic rhetorical methods used in the speech. The memory aspect can be analyzed from the speaker'’s on-the-spot performance, which shows his proficiency with the content of his speech. The speaker’s delivery is analyzed from two aspects: language elements and non-language elements, such as voice, appearance, and expression. At the beginning of the speech, Zhang Xiaolong admitted the shortcomings of his own products and gave some common examples of everyday life to the audience, which rhetorically positioned him closer to the audience and even characterized him being as an audience member himself. At the same time, Zhang Xiaolong was also very sophisticated in his choice of words, always keeping in mind that the value of the user comes before everything. The repetition of central vocabulary in the speech, such as “user” and “value” had a deep impression to on the audience, Zhang Xiaolong placed emphasis on the term “users” and repeatedly stressed the “user’s value,” which reflected the audience’s vital interests exactly, gradually building a sense of trust in and resonance with the audience. In addition to the transmission of information through these language elements, a number of non-verbal elements, conveyed the speaker’s down-to-earth attitude, presenting the image of a young entrepreneur to the audience. As successful speech such as this not only requires good content, but also good method; the process of a speech will affect the atmosphere, and the overall impact on the audience.