以言行事——从言语行为理论解析公益广告语的动态功能

Doing Things with Words——On the Dynamic Function of Public Service Ad Language from the Perspective of Speech Act Theory

公益广告传播带来的社会效益使得公益广告的社会价值得到了社会的认可和公众的青睐。文章以Austin和Searle创立的言语行为理论为基础,结合中外公益广告实例,从言语行为理论几个重要概念入手分析和探讨公益广告语的"以言行事"传播功能,揭示公益广告语言在广告传播效果上的积极作用。

Public service advertisement plays a significant role in the modern society establishment. In relation to some public service ad examples, this paper is intended to discuss the dynamic function of ad language in communication process： the function of doing things with words on basis of Speech Act Theory, which was proposed by Austin and Searle.