摘要

广告语作为人类语言的重要组成部分，是语言中最为活跃，最具影响力的有效成分，它带有时代烙印，能反映出社会的方方面面。目前，作为当代语用学中心话题之一的言语行为理论是哲学家和语言学家普遍研究的课题。鉴于越来越多的学者积极关注广告语的独特性及言语行为理论的应用性，本文以言语行为理论为理论框架，通过归纳总结汽车广告语中语言运用的手段，探讨语言形式与所要达到的语言效果之间的联系。

关键词：广告语；言语行为理论；取效性；语用策略

Abstract

As an important component of human language, advertising language is the most active and influential one with the features of times and reflects all aspects of the society. At the same time, being a central topic of pragmatics, Speech Act Theory is universally researched by philosophers and linguists. Given the phenomenon that an increasing number of researchers pay close attention to the uniqueness of advertising language and the application of Speech Act Theory, based on Speech Act Theory, this paper summarizes the means of language used in automobile advertisement to discuss the relations between language forms and expected effects.

Key words: advertising language（AL）; Speech Act Theory; perlocutionary effect; pragmatic strategies

1 Introduction

Advertisement has become an important tool for cultural exchange and social communication in modern society. It is well known to us that advertising language is the soul of an advertisement and will determine the success of the advertisement. Advertising language is a language to be persuasive, so its ultimate goal is delivering product or service information to create potential purchases. David Ogilvy, the father of advertising, said that words will be vivid in advertising which reflects the importance of the advertising language to an advertisement (Quoted from Zhou Fengxuan, 2005). Therefore, language can be a good interpretation of the advertisers’ intention and become a means of promotion.