试论言语行为理论在广告语中的运用.doc
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试论言语行为理论在广告语中的运用,on the application of speech act theory in the advertising languagecontentsabstract....ikey words....i摘要................ii关键词.............iiintr...
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试论言语行为理论在广告语中的运用
On the Application of Speech Act Theory in the Advertising Language
Contents
Abstract…………………………………………………………………….……...I
Key Words…………………………………………………………………….……...I
摘要…………………………………………………………………….……...............II
关键词…………………………………………………………………….……............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
[1] Austin. How to Do Things with Words. Beijing: Foreign Language Teaching and Research Press, 2002.
[2] Levinson. Pragmatics. Beijing: Foreign Language Teaching and Research Press, 2001.
[3] Ogligy. Confession of an Advertising. New York: Ballantine Books, 1983.
[4] Searle. Expression and Meaning. Beijing: Foreign Language Teaching and Research Press, 2001.
[5] 方蔚林.现代广告写作(M).北京：中国人民大学出版社,1998.
[6] 何自然编著.语言学概论(M).湖南:湖南教育出版社,1991.
[7] 高蠡琴.广告的语用分析—从言语行为及语境谈广告(J).安顺师范高等专科学校,2004,(2)
[8] 胡壮麟主编.语言学教程(修订版)(M).北京:北京大学出版社,2001.
字数：41283
On the Application of Speech Act Theory in the Advertising Language
Contents
Abstract…………………………………………………………………….……...I
Key Words…………………………………………………………………….……...I
摘要…………………………………………………………………….……...............II
关键词…………………………………………………………………….……............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
[1] Austin. How to Do Things with Words. Beijing: Foreign Language Teaching and Research Press, 2002.
[2] Levinson. Pragmatics. Beijing: Foreign Language Teaching and Research Press, 2001.
[3] Ogligy. Confession of an Advertising. New York: Ballantine Books, 1983.
[4] Searle. Expression and Meaning. Beijing: Foreign Language Teaching and Research Press, 2001.
[5] 方蔚林.现代广告写作(M).北京：中国人民大学出版社,1998.
[6] 何自然编著.语言学概论(M).湖南:湖南教育出版社,1991.
[7] 高蠡琴.广告的语用分析—从言语行为及语境谈广告(J).安顺师范高等专科学校,2004,(2)
[8] 胡壮麟主编.语言学教程(修订版)(M).北京:北京大学出版社,2001.
字数：41283
