Communicative Inte―subjectivity in Poster Ads.docVIP

Communicative Inter―subjectivity in Poster Ads 　　【Abstract】This paper focuses on the study of communicative inter-subjectivity of a particular type of advertisement―poster ads. Specifically， it focuses on how the audience’s subjectivity is established and realized successfully in the communications initiated by the ads. Based on Bolen’s criteria for successful advertisements and Austen’s Speech Act Theory， this paper， taking three Singaporean poster ads as the case in point， descriptively analyzes the properties of the speech acts performed by these ads and discusses how the audience’s subjectivity is initiated and realized by the visual devices employed in these posters to as a way of performing their persuasive perlocutionary force. Analyses of these cases indicate that both linguistic and non-linguistic visual devices are employed in performing the locutionary act of these ads；each of the devices performs different role in their uttering of the illocutionay act；and pictorial metaphors are drawn on in all the three cases to enhance the perlocutionary act of the ads. With these properties， the audience’s subjectivity can be discovered in the entire course of creating of these posters： in the analyzing and planning stage prior to their creation， during the designing of their layout， and most prominently in governing their selection of linguistic and non-linguistic devices involved order to strike the viewers with what they are advertising， thus showing the inter-subjective nature of this particular type of communication. It is believed that discussions on the audience’s subjectivity within the framework of Speech Act Theory will contribute to literature by defusing the criticisms on its negligence of the audience role in communication and those on its insufficient attention to the social contexts of communication. In addition it will also add weight on the call for socializing speech act theory. 中国论文网 /1/viewhtm 　　【Key words】Speech Act Theory； poster ad