Abstract:
This thesis tries to take a close look at the application of speech act theory put forward first by J. L. Austin in the 1960s and developed by his student J. Searle and other scholars, home and abroad, in advertising English. Advertisement is, in essence, a means used by manufacturers to achieve some actual effects. While giving the introduction of advertisement and studying the underlined meaning of advertising English from the perspective of speech act theory, including direct speech act, conventional indirect speech act and non-conventional indirect speech act, the author would like to offer some constructive tactics by analyzing detailed examples, and help customers as well as English learners better understand and appreciate various English advertisements, which involve fabulous artistic effect in some cases. This thesis can be divided into five parts. The first part gives a brief introduction to the history of the invention of speech act theory. In the second part, the author talks about the detailed development of speech act theory mainly in order of time, from Austin to Searle. The third part deals with the basic elements of advertisement, features and functions of advertising English. Then the fourth part, also the core part, focuses on the analysis on the application of speech act theory in advertising English. In this part, the author discusses the application of the theory by exemplifying some representative application cases. And finally, the last part restates the significance of analyzing advertising English from the aspect of speech act theory.
Key words: speech act; speech act theory; advertising English; application
摘要：
这篇论文试着对由奥斯汀于20世纪60年代提出，经其学生塞尔和国内外其他学者进一步发展的言语行为理论在广告英语中的运用做更深入的探讨。广告，究其实质，是产品制造商希望用来取得实际效果的工具。本文作者在给出广告简单介绍的同时，还将从言语行为理论，英语论文，包括直接言语行为，英语论文，规约性间接言语行为，非规约性言语行为的角度，挖掘广告英语的言下意。通过略论具体的英文广告例子，本文作者提出建设性策略，帮助顾客和英语学习者更好地理解和欣赏各种极具艺术效果的英文广告。本文分为五个部分，第一部分，简述言语行为理论的由来。第二部分按时间顺序介绍奥斯汀和塞尔对言语行为理论的发展。第三部分涉及到广告的基本要素、广告英语的特点和功能。第四部分也是最核心的部分，主要略论言语行为理论在广告英语中的运用。在这部分中，作者通过一些代表性的运用实例来介绍该理论在广告英语中的运用。最后一部分重申从言语行为理论的角度略论广告英语的重要意义。
关键词：言语行为；言语行为理论；广告英语；运用
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