试论言语行为理论在广告语中的运用.doc

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: 4
院(系): 外国语学院
年级专业: 2003级英语本科3班
指导教师:
二〇〇七年五月
On the Application of Speech Act Theory
in the Advertising Language
Wan Shuangrong
Under the Supervision of
Liu Shengming
School of Foreign Languages and Cultures
Panzhihua University
May 2007
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
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
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. Conv