论言语行为理论在广告语言中的应用

On the Application of Speech Act Theory in Advertisements

在现今商品经济时代,广告作为一种特殊的商业手段,正日益受到各界人士的关注。该文以奥斯汀及塞尔的言语行为理论为基础,结合实例对广告语言的语用特点进行了分析。该文拟在论述言语行为理论与广告语言关系的基础上,讨论广告言语行为的不同分类,进而探讨广告中言语行为的说服力。

At the time of commodity economy, advertising, as a special commercial strategy, is increasingly attracting people from all walks of life. This paper, based on the speech act theory of Austin and Searle, analyzes the pragmatic characteristics of advertising language through the analysis of examples. This paper tries to discuss different types of speech acts in advertisements on the basis of discussing the relationship between advertising language and Speech Act Theory. Thus we can further discuss the persuasive force of speech acts in advertisements.