Abstract

Advertisement plays a huge role in the aspects of marketing products and maintaining brand influence. In the literary forms of advertisement, puns are commonly used as a rhetorical art, which express the double meaning in a specific context with a language form. The use of puns can not only play the function of transmission, but also can pass the intentions and purposes of the advertisers. Speech act theory was put forward by Austin and Searle in about 1950s. The embodiment of speech act in the advertisement is that advertising manufactures want to achieve some actual effects (i.e. carrying out direct acts or indirect acts) within or beyond the advertising language.
The thesis, based on the speech act theory of Austin and Searle, elaborates the expressive methods and techniques of speech act through the analysis of practical examples (including conventional indirect speech act and non-conventional indirect speech act), to discuss how ad-writers use language advertising techniques to convey the intent of the advertisers, in order to reveal how puns create positive effects on advertisements.

Key Words: Speech Act Theory; English advertisement; Pun

摘  要

广告语在推销商品、保持品牌影响力方面发挥着巨大作用。在广告文体中，双关语是常用的一种修辞手法,在特定的语境中用一种语言文字形式表达出双重意义。双关的运用不仅起到传播的功能，而且能传递广告商的意图和目的。言语行为理论是奥斯汀和塞尔于大约20世纪50年代提出的语言学理论。广告语中的言语行为是指广告发布者意图通过广告语在广告发布当时或之后取得一些实际效果，即直接行为或间接行为。
本文以奥斯汀和塞尔的言语行为理论为基础，通过具体的例子来论述英语广告中双关修辞手段在言语行为方面的表达方式和技巧，包括常规性间接言语行为和非常规性间接言语行为,探讨广告制作人如何运用语言技巧传达广告主的意图,旨在阐明双关修辞艺术在增强广告效果上所起的作用。

关键词：言语行为理论；英语广告；双关