Study On The Design Of Campus Activity Title Under Frameworks Of Aristotle Three Rhetoric Elements And Parsons' Action Theory

Campus activity has become a popular event among Chinese universities in recent years. It is usually featured by multiformity, proactivity, and creativity. Taking part in campus activity is a useful approach for college students to enhance their overall ability, establish their positive values, and discover their potential capability. A well-designed campus activity title would do a lot of help to the implementation of activity. It could assist people to implement events smoothly, sublimate events' theme impressively, and strengthen events' advertising effect expansively. Although activity title is a very common linguistic phenomenon, reference about campus activity title is rarely found in the current study.This study is an interdisciplinary research, combining the theory of Aristotle Three Rhetoric Elements(ATRE) in linguistics with Parsons' Social Action Theory(SAT) in sociology. 750 items of campus social activity titles were collected from five 985-project universities as research corpus(Appendix 3). Quantitative(questionnaire) and qualitative(textual analysis) methods had been combined and applied in this research. Research's main findings demonstrated as follows.1. From SAT perspectives, four laws of campus activity title in terms of structural designing were described as follows.(1)“Actor's approach” and “actor's target” were the top two used elements in campus activity titles, which also meant active factor used more frequently than the positive.(2)[AA+AT], [A+AT], [AT+AR], [AT+AA+AS] and [AT+AA+AR] were the top five combinations of SAT elements in campus activity titles.(3)“Action situation” was an unimportant factor, for it neither appeared in average score top three nor bottom three.(4)Titles with different interlocking factors usually left deeper impression than those in mono-combined.(See Figure 5.4)2. From ATRE perspectives, four laws of campus activity title in terms of content designing were listed as follows.(1) Titles applied “deference” and “similitude” ethos-methods could easily establish trust on audience/participant and increase activity participation.(2)Titles with specific action approach would leave audience/participants a deeper impression than those without, which might indirectly increase activities' participation also.(3)It was found that every activity title should have a positive claim to help audience/participants to understand the activity content quickly and accurately. Meanwhile, activity title with specific claim would leave a deeper impression on audience/participants than those without.(4) “Self-improving” and “public-welfare” were the hottest two activity issues in Chinese universities nowadays.3. Suggestions for campus activity organizer, campus recruitment enterprise, and campus student-managing department were listed as follows.(1)“Actor's approach” and “Actor's target” were the two essential factors in activity titles. Factor “action situation” showed little use in activity titles. Multi-factor titles left deeper impression than those in mono-combined.(2)For campus activity organizer, ethos-methods “deference” and “similitude” would help event organizer to establish trust in the audiences' minds quickly. Try to use some positive core values to attract students to attend activity.(3)For campus recruitment enterprises, holding activities aimed at advocating “charity” and “love” would raise event's participation. Use creative ideas to get involved in students' daily life, which would help enterprise to increase their exposure.(4)For campus student-managing department, leading student to hold more activity about “charity” “affection” and “dream” were very important. Because those three topics were the most popular issue among Chinese college student activity nowadays.The most prominent innovation point of the study was that this research was conducted under two fields(ATRE & SAT). Interdisciplinary research brought about new things by analyzing and thinking across different academic fields. This research aimed at offering theoretical basis and designing supports for people who would engage in work of campus activity or other social events in the future.