摘要
奥斯汀言语行为理论把商家和广告制作人的意图同受众联系起来,为人们更好地理解广告的深层含义提供了坚实的基础。具体说来,对言语行为理论的应用可以表现为广告制作人通过双关修辞手法达到其宣传及推销的目的。具体说来,双关修辞广告语可以表现为三种语言方式:言内行为,言外行为及颜后行为。
In the modern commercial economic times, advertisement becomes more and more eye-catehing as a special commercial way. Advertising language, as a medium of information exchange and communication, plays a vital role. The paper, based on the speech act theory of Austin and Searle, discusses the expressive methods and techniques of speech act through the analysis of practical examplcs, in order to reveal how pun creates positive effects on advertisements.
关键词
言语行为
双关
英语广告
speech act
pun
English advertisement
