从言语行为角度探究高语用效力广告语创作

Exploring the Creation of Pragmatic Advertising from the Perspective of Speech Act

将语用学的言语行为理论与广告文案创作结合起来,首先探究了广告以言行事的条件,根据广告传播的特殊性,在言语行为实施应具备的三个基本条件基础上补充了注意力条件。然后从广告言语行为得以实现的四个基本条件出发,尝试提出了几点提升广告语用效力的方法。一是通过提升关联度,包括广告与受众情境之间的关联度,产品和受众需求之间的关联度,可有效争夺受众的有限注意力并有利于受众顺利理解广告的言外之意。二是利用间接言语行为理论,提高受众对广告文案的接受度和好感度,让广告这门劝说的艺术为人们的精神生活增添一抹亮色。

Combining the theory of speech act and the creation of advertisement, this paper first explores the advertising il locutionary conditions, adds attention conditions under the foundation of the three basic conditions of speech act according to the special nature of the advertising communication. Then, based on the above, the paper puts forward some ways to improve the pragmatic effect of advertisement. The first one is to enhance the correlation between advertising and audi- ence, including context correlation, correlation between the products and the needs of the audience, which can effectively attract the limited attention for the audience and the audience is conducive to the smooth understanding of advertising im- plication. The second one is to improve the audience＇s acceptance of advertisement and the degree of goodwill by using in- direct speech act theory, so that the art of advertising can brighten people＇s spiritual life.