试论言语行为理论在广告语中的运用

论文编号:YY078 字数:7937,页数:28

Abstract

     Speech act theory was put forward by Austin and Searle in about 1960s.Basically speaking，the embodiment of speech act in the advertising language is that advertising manufacturers want to achieve some actual effects (i.e. carrying out direct acts or indirect acts) within or beyond the advertising language. In this paper the author analyzes some examples of advertising language and discovers that some advertising language not only transmits the advertised information but also implies some speech act in them (including direct speech act, conventional indirect speech act and non-conventional indirect speech act).

Key Words

Speech act; indirect speech act; speech act theory; advertising language; publicity

摘　 要

     言语行为理论是奥斯汀和塞尔于大约20世纪60年代推出的语言学理论。基本上,广告语中的言语行为是指广告发布者意图通过广告语在发布当时或之后取得某些实际效果，即直接行为或间接行为。本文作者通过分析一些广告语实例发现广告语不仅传递了广告信息，而且暗含了一些言语行为在里面，包括直接言语行为、常规性间接言语行为和非常规性间接言语行为。

关键词

言语行为; 间接言语行为; 言语行为理论; 广告语; 宣传

Contents

Abstract..............................................................I
Key Words.............................................................I
摘要..................................................................II
关键词................................................................II
Introduction..........................................................1
I. Speech Act Theory..................................................3
A. Speech Act.........................................................3
1. Definition of Speech Act...........................................3
2. Feature and Expression Method of Speech Act........................4
B. Austin’s Speech Act Theory........................................4
1. Performatives and Constatives......................................4
2. Three Senses of Speech Act Theory..................................5
3. Austin’s Contribution to Speech Act Theory........................5
C. Searle’s Speech Act Theory........................................5
1. Indirect Speech Act ...............................................6
2. Conventional and Non-conventional Indirect Speech Act .............6
3. Searle’s Contribution to Speech Act Theory........................7
II．Advertisement and Advertising Language............................8
A. Advertisement......................................................8
1. Necessity of Advertisement.........................................8
2. Purpose and Function of Advertisement..............................9
B. Advertising Language...............................................9
1. Definition of Advertising Language.................................10
2. Stylistic Features of Advertising Language ........................10
3. Functions of Advertising Language .................................11
III．Application of Speech Act Theory in the Advertising Language.....12
A. Mutual Influence between Development of Speech Act Theory and Need
of Advertising Language...............................................12
B. Embodiment of Speech Act Theory in the Advertising Language .......13
1. Direct Speech Act of Advertising Language..........................13
2. Conventional Indirect Speech Act of Advertising Language...........15
3. Non-conventional Indirect Speech Act of Advertising Language.......17
Conclusion............................................................20
Acknowledgements......................................................21
Bibliography..........................................................22