英语语言文化论文英文广告口号是英文广告的精髓.docVIP

英文广告口号是英文广告的精髓 在商品经济不断发展的现代社会中，广告已经渗透到人类生活的各个方面。无处不在的广告已成为各种信息的主要来源，以其巨大的说服力与诱惑力凭借各种媒体充分发挥其特有的信息功能和劝说功能。任何成功的广告,总是语言与非语言形式如色彩、声音、画面等方面的有机结合体。其中口号是广告中1个不可或缺的组成部分，在广告中起着识别宣传产品、增加知名度、树立产品形象的重要作用。广告口号绝不是简单的商业用语和语言符号，而是1种运用各种语言技巧的语言。在英文广告中的广告口号，以其言简意赅的语言形式，高度概括了所宣传的产品或服务的特点，突出其与众不同之处，以达到被消费者接受、认识的目的。单从传统的语义学角度来分析广告口号，已经无法做出满意的解释。本文将以语用学中Austin及Searle的言语行为理论为基础，从言语行为表现方式及技巧来分析英文广告口号是英文广告的精髓。 关键词：广告口号、语用学、言语行为理论、重要性 Abstract With the continuous development of commercial economy, advertisements have filled in every parts of human life. Now advertisements that appear everywhere have become the main source of information. Advertisements bring its tremendous power of persuasion and attraction to give full play to its peculiar information function and persuasive function by mass media. Any successful advertisement always consists of verbal and non-verbal aspect like color, sound, picture and so on. Slogans are essential parts of advertisements. They play an important role of recognizing the products, increasing the notability, setting up the product image. The advertisement slogan is not the simple commercial terminology and linguistic notation, but is one kind of language that utilizes various language skills. The advertisement slogans of English advertisements sum up the traits of advertised products and services highly, stress its parts that are out of ordinary with the concise and comprehensive language forms to reach the purpose of being accepted and recognized by consumers. Only analyzing English advertisement slogans from the angles of traditional semantics cannot give a satisfied explanation to them. The thesis proceeds from Austin and Searle speech act theory of pragmatics to analyze English advertisement slogan as English advertisement essence from the angles of speech act performance and the skill. Key words: slogan、pragmatics、speech act theory、importance 1、序论 （1）、广告的4个目的 创作1则广告作品的前提是必须首先明确广告目的，根据广告目的确定广告的内容和广告投放时机、广告所要采用的形式和媒介，才能做到有的放矢。广告的目的有如下4个： (1)