论言语行为理论在广告语言中的应用  

On the Application of Speech Act Theory in Advertising Language

作　　者：王苏敏 

机构地区：[1]天津外国语大学英语学院,天津

出　　处：《现代语言学》2023年第11期4961-4964,共4页Modern Linguistics

摘　　要：广告作为一种带有方向性引导的手段,早已渗入到人们的日常生活中。广告语言具有简洁、通俗、易懂等特点,容易被消费者所接受,通常可以分为商业广告、传播广告、公益服务广告以及政府公告广告几种类型。一则优秀的广告能够帮助商家提高销售额,帮助顾客购买到真正所需的物品,同时能够使大众熟识品牌的形象。本文试图从奥斯汀和塞尔创立的言语行为理论出发,结合一些经典的中文广告实例,探究广告语言中的表达技巧。Advertising, as a means of directional guidance, has already penetrated people’s daily lives. Adver-tising language is simple, popular, and easy to understand. It usually can be divided into commer-cial advertising, communication advertising, public service advertising and government an-nouncement advertising. A good advertisement can help merchants increase sales, help customers buy what they really need, and make the public familiar with the brand image. Based on the theory of speech acts established by Austin and Searle, this paper tries to explore the expression skills in advertising language by combining some classic examples of Chinese advertising.

关 键 词：言语行为理论 广告语言 言外行为 

分 类 号：H31[语言文字—英语]