从西方修辞的视角看2010苹果公司iphone4危机公关

摘要

The ＂Antennagate ＂ of iPhone4 in 2010 urged Steve Fobs. the CEO of Apple and the other senior managers to start crisie management, through which they successfully dealt with the crisis with all kinds of measures. By deep analysis of the decision-making process of Apple about the crisis and the on-the-spot presentation of Steve lobs. the essay comes to the conclusion that the successtul management of the ＂Antennagate＂ is a result of Apple＇s application of ＂the stasis theory of invention＂ in rhetoric and to a great extent depends on the personal authority, and ethos which Steve Jobs has displayed for a long dine.%发生于2010年的iPhone4“天线门”事件促使苹果公司CEO乔布斯及其高管启动危机公关，通过采取各种措施成功应对并化解了这场危机。论文通过深入分析苹果公司处理该危机的决策过程以及乔布斯在相关发布会的现场发言，指出“天线门”事件的成功处理得益于苹果公司对西方修辞中“争议点理论”的应用，并且在很大程度上仰赖于乔布斯长久以来所塑造的个人修辞权威和修辞人格。