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 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
