言语行为视角下商业广告语篇研究  

Study on Commercial Advertising Discourse from the Perspective of Speech Act Theory

作　　者：吴守仁 罗晓倩 WU Shou-ren;LUO Xiao-qian(School of Foreign Languages, Shaoyang University, Shaoyang 422000, China)

机构地区：[1]邵阳学院外国语学院,湖南邵阳422000

出　　处：《湖南人文科技学院学报》2017年第6期58-61,共4页Journal of Hunan University of Humanities,Science and Technology

摘　　要：从言语行为角度对广告语篇进行分析研究,旨在揭示商业广告语篇内部的言语行为表达模式,了解商业广告如何构建语篇以达到说服的目的。以塞尔的言语行为理论为理论框架,归纳出20种言语行为表达模式,经统计发现,在20种言语行为表达模式中断言类+承诺类、断言类、断言类+承诺类+指令类出现的频率分别为49.79%、24.28%、10.29%。This paper analyzes the advertising discourse from the perspective of speech act.It aims to reveal the internal expression pattern of commercial advertising discourse,and to comprehend how commercial advertising constructs discourses for the purpose of persuasion.Firstly,twenty types of expression patterns of speech act are grouped in the light of Searle’s speech act theory.Then,the frequencies of these twenty kinds of expression pattern are calculated.Among them,“assertive+commissives”,“assertives”and“assertive+commissives+directives”get a relatively high frequency,respectively49.79%,24.28%and10.29%.

关 键 词：言语行为 商业广告语篇 表达模式 

分 类 号：H315.9[语言文字—英语]