英语本科毕业论文-试论言语行为理论在广告语中的运用.doc
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1、 攀枝花学院本科毕业论文 试论言语行为理论在广告语中 的运用学生姓名: 学生学号: 200310206094 院(系): 外国语学院 年级专业: 2003级英语本科3班 指导教师: 二七年五月On the Application of Speech Act Theoryin the Advertising LanguageWan ShuangrongUnder the Supervision ofLiu ShengmingSchool of Foreign Languages and CulturesPanzhihua UniversityMay 2007攀枝花学院本科毕业论文 Content
2、sContentsAbstract.IKey Words.I摘要.II关键词.IIIntroduction.1I. Speech Act Theory.3A. Speech Act.31. Definition of Speech Act32. Feature and Expression Method of Speech Act.4B. Austins Speech Act Theory.41. Performatives and Constatives.42. Three Senses of Speech Act Theory.53. Austins Contribution to Spe
3、ech Act Theory.5C. Searles Speech Act Theory.51. Indirect Speech Act .62. Conventional and Non-conventional Indirect Speech Act 63. Searles Contribution to Speech Act Theory.7IIAdvertisement and Advertising Language.8A. Advertisement.81. Necessity of Advertisement82. Purpose and Function of Advertis
4、ement9B. Advertising Language.91. Definition of Advertising Language.102. Stylistic Features of Advertising Language .103. Functions of Advertising Language 11IIIApplication of Speech Act Theory in the Advertising Language.12A. Mutual Influence between Development of Speech Act Theory and Needof Adv
5、ertising Language.12B. Embodiment of Speech Act Theory in the Advertising Language .131. Direct Speech Act of Advertising Language.132. Conventional Indirect Speech Act of Advertising Language.153. Non-conventional Indirect Speech Act of Advertising Language17Conclusion20Acknowledgements.21Bibliogra
6、phy22攀枝花学院本科毕业论文 Abstract AbstractSpeech 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) w
7、ithin 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 sp
8、eech act and non-conventional indirect speech act). Key WordsSpeech act; indirect speech act; speech act theory; advertising language; publicityI攀枝花学院本科毕业论文 摘要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
9、行为、常规性间接言语行为和非常规性间接言语行为。关键词言语行为; 间接言语行为; 言语行为理论; 广告语; 宣传II攀枝花学院本科毕业论文 IntroductionIntroductionIn 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 h
10、as 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 a
11、nd 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 exam
12、ple, 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
13、 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
14、 advertising language, the reflection of advertising language of the three categories of speech act in John Austins 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 co
15、mpetitiveness. 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 meth
16、ods 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 Austins and Searles research achievements in the speech act theory, this paper is to discuss and analyze the application of spee
17、ch 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 comm
18、odity 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
19、. It can be concluded that it is easy to create the language, but it is not easy to create the excellent advertising language.22攀枝花学院本科毕业论文 Speech Act Theory .Speech Act TheorySpeech act theory is one of important contents of current pragmatics, and is an important research topic in pragmatics. Prag
20、matics may be defined as the study of language in use, which is a new field in linguistics. Speech act theory is the first major theory in the study of language in use. It is mainly put forward by John Langshew Austin in 1962, who is a philosopher in England, and John J. Searle in 1969, who is a lin
21、guist and a philosopher in America. Speech act theory gradually changes into the key contents of modern pragmatics through Searles elaboration and development. Meanwhile, Searle put forward the indirect speech act. Austin and Searle and some other researchers of speech act theory change direction of
22、 linguistic research from the sentence structure itself to meaning, intention and social function of sentence expression, thereby highlighting the social function with language doing something or saying something. Speech act theory makes the scholars change direction from grammatical or linguistic f
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