言语行为理论视角下英文广告中的双关语分析_英语论文

Puns in English Advertisements Based on Speech Act Theory 

摘要

广告,作为信息交流和传递的载体,在宣传产品、引发公众消费欲望和行为方面起着至关重要的作用。双关，作为一种有效的修辞手段，因为能有效的增加广告语的吸引力和趣味性而备受广告商的青睐。言语行为理论强调“以言行事”，因此用言语行为理论去分析广告中的双关语，可以更清楚地看出双关语是否达到广告设计者的预期效果。

本文作者用言语行为理论中的言内行为、言外行为和言后行为分析英文广告里的双关,包括语义双关、拟仿双关、一词多义双关以及商品双关。研究发现，使用了双关语的广告，其含义更为深刻。广告中的双关语，单从表面含义，无法知悉商家及广告撰写人的完整意图，结合言语行为理论分析，能更好的理解广告，获得其深层含义。这对于广告商在创造广告时有所启发，也能吸引消费者，提高他们的购买欲，使得人们对于使用了双关语的广告留下了更深刻，更久的印象。

本文作者希望此次研究，能为广告设计者提供一个新的方向，他们也能充分利用这点，去设计能吸引更多的消费者的广告，刺激他们的购买欲望。

关键词：言语行为理论；英语广告；双关语

Abstract

As a carrier of information communication, advertisements play a vital role in propagating products and arousing people’s purchasing desire. Pun, as an effective rhetorical device, is favored and frequently employed by advertisers because it can increase attraction and enjoyment. Speech Act Theory emphasizes “To say something is to do something”. Therefore, using Speech Act Theory to analyze the puns in advertisements can make it clear whether the application of puns in advertisements can realize the designers’ expected result.

In this thesis, the author use locutionary act, illocutionary act and perlocutionary act to analyze puns including semantic puns, idiomatic puns, homophonic puns and products puns. The study shows that pun can make advertisements’ meaning more deeper. People may not make sense of the real meaning of the advertisements if they read it literally. Analyzing advertisements with Speech Act Theory can make people understand the advertisements better. This can inspire advertisers to create advertisements and attract consumers and stimulate their purchasing desire. People will be impressed with the advertisements with pun for a long time.

The author hopes that this thesis can provide a new aspect for advertisement designers and they can make full use of it to design their advertisements to attract more consumers’ attention and stimulate their buying desire.

Key words: Speech Act Theory  English Advertisement  Puns