试论言语行为理论在广告语中的运用
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资料包括： 论文(28页7147字)
说明：
摘 要：言语行为理论是奥斯汀和塞尔于大约20世纪60年代推出的语言学理论。基本上,广告语中的言语行为是指广告发布者意图通过广告语在发布当时或之后取得某些实际效果，即直接行为或间接行为。本文作者通过分析一些广告语实例发现广告语不仅传递了广告信息，而且暗含了一些言语行为在里面，包括直接言语行为、常规性间接言语行为和非常规性间接言语行为。
关键词： ，语行为，间接言语行为，言语行为理论，广告语，宣传
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 discovers that some advertising language not only transmits the advertised information but also implies some speech act in them (including direct speech act, conventional indirect speech act and non-conventional indirect speech act).
Key Words
Speech act; indirect speech act; speech act theory; advertising language; publicity
Introduction
In recent years, with the continuous development of the speech act theory, it has gradually become an important topic and been thought as a basis theory in the pragmatics. Its applied research in practice has made considerable achievements, such as language acquisition, foreign language teaching and learning, and gradually be applied to other fields. Therefore, many scholars and people at home and abroad have plunged into the applied research of speech act theory, and it has a very great development and application.
The speech act theory, from the perspective of act, opens a new way to explore the language use. It is a new idea and breakthrough in the advertising circle to combine speech act theory with advertising language. There have been some people writing an article in this respect. For example, Xiao Li in the Journal of Hubei Academy of Fine Arts writes an article, "The Application of Speech Act Theory in the Advertising Language” (2003). The paper analyzes the characteristics of the expression and sentence structures of advertising language from the angle of speech act theory based on many real examples of advertisement both in Chinese and English. Zhou Xuanfeng in the Journal of Wuyi University (Social Science Edition) reports an article, “An Analysis of Speech Act Theory of Advertising Language” (2005). The paper is to explore the pragmatic principles and the characteristic of advertising language, the reflection of advertising language of the three categories of speech act in John Austin’s speech act theory and the relationship with advertising language. The theory has great significance to improve the advertising language, promote a product or service and enhance its competitiveness. Liu Xiao and Gao Jianbo in the Journal of Jiangxi Normal University of Science and Technology write an article entitled with, “On the Application of Speech Act Theory in Advertisements" (2006). Based on the speech act theory of Austin and Searle, the paper discusses the expressive methods and technique of speech act in the advertisement through the analysis of examples in order to reveal how the speech creates positive effects on advertisements.
Combined Austin’s and Searle’s research achievements in the speech act theory, this paper is to discuss and analyze the application of speech act theory in the advertising language. As we all know, the excellent advertising language can efficiently realize the advertising effect and convey the advertised information. Excellent advertising language is vivid, humorous, interesting, meaningful and endless after-taste, which wraps the commodity in ardent emotion so as to make people feel a concern and a tender feeling. However, common and disgusting advertising language in the choice of words is mechanical, monotonous, repetitious and wordy, more utilitarian and untrue, which exaggerates excessively the fact and misleads the consumer. It can be concluded that it is easy to create the language, but it is not easy to create the excellent advertising language.
目录：
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
参考文献：
Austin. How to Do Things with Words. Beijing: Foreign Language Teaching and Research Press, 2002.
Levinson. Pragmatics. Beijing: Foreign Language Teaching and Research Press, 2001.
Ogligy. Confession of an Advertising. New York: Ballantine Books, 1983.
Searle. Expression and Meaning. Beijing: Foreign Language Teaching and Research Press, 2001.
方蔚林.现代广告写作(M).北京：中国人民大学出版社,1998.
何自然编著.语言学概论(M).湖南:湖南教育出版社,1991.
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)
胡壮麟主编.语言学教程(修订版)(M).北京:北京大学出版社,2001.
柯淑萍.从语用的角度分析英语广告语言的特点(J).佳木斯大学社会科学学报,2006,(3).
刘晓云,高建波.试论言语行为理论在广告中的作用(J).江西科技师范学院,2006,(2).
劳允栋.英汉语言学词典(D).北京：商务印书馆,2004.
托亚，杨倩.论广告语的间接性指令元原则及其礼貌原则(J).中国海洋大学学报(社会科学版),2004,(1).
肖莉.言语行为理论在广告语中的应用(J).湖北美术学院学报,2003,(3).
王艳.英语广告语言的语用学分析(J).郑州轻工业学院学报（社会科学报）,2006,(5).
[15] 王艳，李金凤.从语用观析英语广告的语言策略(J).洛阳工学院(社会科学),2004,(1).
[16] 翁义明，王金平.英文广告的语用分析—从言语行为及语境谈广告语(J).无锡商业职业技术学院学,2004,(4)．
[17] 於齐放.语用学理论在广告语言中的应用(J).温州职业技术学院学报,2005,(2).
[18] 张秀贤,冯章等著.广告语创作及赏析(M).北京:经济管理出版社,2005.
[19] 周宣丰.广告语言的言语行为分析(J).五邑大学学院报(社会科学版),2005,(4)．
作者点评：
试论言语行为理论在广告语中的运用
The advertising message today is addressed to a vaster and more stratified public. Advertising language is the main tool of transmitting advertising information. Its function is indelible in the advertisement. To make people comprehend the advertised information, Advertising language plays a fundamental and unequalled role. Advertising language publicizes some thing or some product with its concise language and plentiful connotation so as to make many people know the information and take an action. If there is no advertising language in the advertisement, the advertisement will be devoid of content and dull, which cannot attract consumer attention and achieve the intention of publicity.
According to the research achievements of speech act theory of Austin and Searle, this paper analyzes three methods that the advertising manufacture realizes the publicity and promotion. If the manufacturer adopts the method of direct speech act, the consumers may instantly take an action when they know the advertised information. If the manufacturer adopts the method of conventional indirect speech act, the consumers may take an action after making a simple inference according to the convention usage. If the manufacturer adopts the method of non-conventional indirect speech act, the consumers may take an action after making a serial inference according to the specified context. The application of speech act theory in advertising language is only an aspect of its applied research. The theory may be applied to research other speech act language.
资料包括： 论文(28页7147字)
说明：
摘 要：言语行为理论是奥斯汀和塞尔于大约20世纪60年代推出的语言学理论。基本上,广告语中的言语行为是指广告发布者意图通过广告语在发布当时或之后取得某些实际效果，即直接行为或间接行为。本文作者通过分析一些广告语实例发现广告语不仅传递了广告信息，而且暗含了一些言语行为在里面，包括直接言语行为、常规性间接言语行为和非常规性间接言语行为。
关键词： ，语行为，间接言语行为，言语行为理论，广告语，宣传
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 discovers that some advertising language not only transmits the advertised information but also implies some speech act in them (including direct speech act, conventional indirect speech act and non-conventional indirect speech act).
Key Words
Speech act; indirect speech act; speech act theory; advertising language; publicity
Introduction
In recent years, with the continuous development of the speech act theory, it has gradually become an important topic and been thought as a basis theory in the pragmatics. Its applied research in practice has made considerable achievements, such as language acquisition, foreign language teaching and learning, and gradually be applied to other fields. Therefore, many scholars and people at home and abroad have plunged into the applied research of speech act theory, and it has a very great development and application.
The speech act theory, from the perspective of act, opens a new way to explore the language use. It is a new idea and breakthrough in the advertising circle to combine speech act theory with advertising language. There have been some people writing an article in this respect. For example, Xiao Li in the Journal of Hubei Academy of Fine Arts writes an article, "The Application of Speech Act Theory in the Advertising Language” (2003). The paper analyzes the characteristics of the expression and sentence structures of advertising language from the angle of speech act theory based on many real examples of advertisement both in Chinese and English. Zhou Xuanfeng in the Journal of Wuyi University (Social Science Edition) reports an article, “An Analysis of Speech Act Theory of Advertising Language” (2005). The paper is to explore the pragmatic principles and the characteristic of advertising language, the reflection of advertising language of the three categories of speech act in John Austin’s speech act theory and the relationship with advertising language. The theory has great significance to improve the advertising language, promote a product or service and enhance its competitiveness. Liu Xiao and Gao Jianbo in the Journal of Jiangxi Normal University of Science and Technology write an article entitled with, “On the Application of Speech Act Theory in Advertisements" (2006). Based on the speech act theory of Austin and Searle, the paper discusses the expressive methods and technique of speech act in the advertisement through the analysis of examples in order to reveal how the speech creates positive effects on advertisements.
Combined Austin’s and Searle’s research achievements in the speech act theory, this paper is to discuss and analyze the application of speech act theory in the advertising language. As we all know, the excellent advertising language can efficiently realize the advertising effect and convey the advertised information. Excellent advertising language is vivid, humorous, interesting, meaningful and endless after-taste, which wraps the commodity in ardent emotion so as to make people feel a concern and a tender feeling. However, common and disgusting advertising language in the choice of words is mechanical, monotonous, repetitious and wordy, more utilitarian and untrue, which exaggerates excessively the fact and misleads the consumer. It can be concluded that it is easy to create the language, but it is not easy to create the excellent advertising language.
目录：
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
参考文献：
Austin. How to Do Things with Words. Beijing: Foreign Language Teaching and Research Press, 2002.
Levinson. Pragmatics. Beijing: Foreign Language Teaching and Research Press, 2001.
Ogligy. Confession of an Advertising. New York: Ballantine Books, 1983.
Searle. Expression and Meaning. Beijing: Foreign Language Teaching and Research Press, 2001.
方蔚林.现代广告写作(M).北京：中国人民大学出版社,1998.
何自然编著.语言学概论(M).湖南:湖南教育出版社,1991.
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)
胡壮麟主编.语言学教程(修订版)(M).北京:北京大学出版社,2001.
柯淑萍.从语用的角度分析英语广告语言的特点(J).佳木斯大学社会科学学报,2006,(3).
刘晓云,高建波.试论言语行为理论在广告中的作用(J).江西科技师范学院,2006,(2).
劳允栋.英汉语言学词典(D).北京：商务印书馆,2004.
托亚，杨倩.论广告语的间接性指令元原则及其礼貌原则(J).中国海洋大学学报(社会科学版),2004,(1).
肖莉.言语行为理论在广告语中的应用(J).湖北美术学院学报,2003,(3).
王艳.英语广告语言的语用学分析(J).郑州轻工业学院学报（社会科学报）,2006,(5).
[15] 王艳，李金凤.从语用观析英语广告的语言策略(J).洛阳工学院(社会科学),2004,(1).
[16] 翁义明，王金平.英文广告的语用分析—从言语行为及语境谈广告语(J).无锡商业职业技术学院学,2004,(4)．
[17] 於齐放.语用学理论在广告语言中的应用(J).温州职业技术学院学报,2005,(2).
[18] 张秀贤,冯章等著.广告语创作及赏析(M).北京:经济管理出版社,2005.
[19] 周宣丰.广告语言的言语行为分析(J).五邑大学学院报(社会科学版),2005,(4)．
作者点评：
试论言语行为理论在广告语中的运用
The advertising message today is addressed to a vaster and more stratified public. Advertising language is the main tool of transmitting advertising information. Its function is indelible in the advertisement. To make people comprehend the advertised information, Advertising language plays a fundamental and unequalled role. Advertising language publicizes some thing or some product with its concise language and plentiful connotation so as to make many people know the information and take an action. If there is no advertising language in the advertisement, the advertisement will be devoid of content and dull, which cannot attract consumer attention and achieve the intention of publicity.
According to the research achievements of speech act theory of Austin and Searle, this paper analyzes three methods that the advertising manufacture realizes the publicity and promotion. If the manufacturer adopts the method of direct speech act, the consumers may instantly take an action when they know the advertised information. If the manufacturer adopts the method of conventional indirect speech act, the consumers may take an action after making a simple inference according to the convention usage. If the manufacturer adopts the method of non-conventional indirect speech act, the consumers may take an action after making a serial inference according to the specified context. The application of speech act theory in advertising language is only an aspect of its applied research. The theory may be applied to research other speech act language.