試論言語行為理論在廣告語中的運用

On the Application of Speech Act Theory in the Advertising Language

Contents

Abstract…………………………………………………………………….……...I
Key Words…………………………………………………………………….……...I
摘要…………………………………………………………………….……...............II
關(guān)鍵詞…………………………………………………………………….……............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
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......
Bibliography

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[4] Searle. Expression and Meaning. Beijing: Foreign Language Teaching and Research Press, 2001.
[5] 方蔚林.現(xiàn)代廣告寫作(M).北京：中國人民大學出版社,1998.
[6] 何自然編著.語言學概論(M).湖南:湖南教育出版社,1991.
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[8] 胡壯麟主編.語言學教程(修訂版)(M).北京:北京大學出版社,2001.

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