商业广告中间接言语行为的语力研究_英语论文

A Research of Illocutionary Force of Indirect Speech Acts in Business Advertisements

摘要

随着商品经济时代的发展，广告已经渐渐进入到人们现实生活的各个领域。广告以其独特的魅力成为社会的一种特殊文化形式。广告商往往运用语用学技巧来促使消费者购买相关产品。间接言语则是广告商常用的手段，通过间接言语表达出含蓄的建议，劝诫等语力效果，从而引导大众的消费。因而，从语言行为理论的角度研究间接言语行为的语力表达手段不仅对广告商设计广告有帮助，对商业经济的发展也有促进作用。在商业广告中，间接言语行为的语力实现可以通过不同的语言手段来实现，如通过语音方法、词汇学手段、句子结构和修辞方法来实现语力。广告媒介对语力的表达效果也有所区别，报纸广告、 电视广告和杂志广告所传递的语力程度是不一样的。

关键词：商业广告；间接言语行为；语力；广告媒介

Abstract

With the development of the economy, advertising has gradually entered into various fields of people's real life. As a special cultural form in the society, advertising is an inevitable outcome in the commercial and economic era. At the same time, advertising language has aroused widespread public concern for its unique charm. Advertisers often employ various linguistic means in order to make advertisements to persuade consumers to buy related products. Indirect speech acts are often used by advertisers to express illocutionary force like advice, reminder, request, persuasion and so on, so as to guide the consumption of the public. It’s significant both to business advertisers and economic development to investigate how to realize illocutionary forces by indirect speech acts in English advertisements. In English business advertisements, illocutionary forces of indirect speech acts can be realized by the means of phonetics, vocabulary, and sentence structures. What’s more, different advertising media have different effects on the expression of illocutionary force. Newspaper advertising, television advertising, and magazine advertising produce different degrees of illocutionary force.

Key words: business advertisement; indirect speech act; illocutionary force; advertising media 

Contents

Acknowledgements·i

Abstract & Key words in Englishii

Abstract & Key words in Chinese·iii

Introduction1

1. Literature review 1

1.1 Background of the research 1

1.2 Significance of the study 3

2. Indirect speech acts in business advertisements 3

2.1 The difference between linguistic forms and their functions 3

2.2 The difference between literal meaning and utterance meaning 4

3. Illocutionary force of indirect speech acts in Business Advertisements 4

3.1 Illocutionary force and communicative effect 5

3.1.1 The implication 5

3.1.2 The euphemism 5

3.1.3 Humor effect 6

3.2 Illocutionary force realized by linguistic means 6

3.2.1 Phonetic features 6

3.2.2 Vocabulary features 7

3.2.3 Sentence features 9

3.2.4 Rhetorical devices 10

3.3 Illocutionary force of business advertisements by different media 12

3.3.1 Newspaper advertising 12

3.3.2 Television advertising 12

3.3.3 Magazine advertising 13

Conclusion 13

References: 15