言语行为理论视角下英语广告双关语的研究.docVIP

PAGE PAGE 21 言语行为理论视角下英语广告双关语的研究 Abstract With the increasingly rapid development of the modern advertisement industry, advertisements play a vital role in the global commerce activities. By utilizing a representative varied medium of exchange as the valid approach, consumers’ desire and consumption to business services are set up by themselves. The advertising puns, as the vehicle of data interchange and delivery, plays an absolutely necessary part. Not only direct speech act but also indirect speech act is one of the most important motive power to lure consumers’ purchase.This thesis explains English advertisements puns from Speech Act Theory. The author hold the view that the efficiency and effectiveness of direct speech act help both side in commercial exchanges to obtain agreements rapidly.The mild and roundabout phrases decrease the possibilities in implacable business conflicts. Either direct speech acts or indirect speech acts has its own merits.Therefore,researcher should take a comprehensive view of the general situation.The research of thesis represent that from the view of speech act theory English advertising puns typically exist three main characteristics:homophone,synonymy and parody.It also excavates the effective devices of remote exchange with the advertisements of new generation electric network techniques by using speech act theory into advertising puns. Keywords: speech act theory; Direct speech act;Indirect speech act;English advertisements; pun 摘要 随着广告行业的迅捷发展，在国际商务活动中，广告具有至关重要的意义。利用典型化多样化的传播媒介作为一种令人信服的手段，以达成消费者对商务服务的购买欲和购买行为。广告双关语是信息交流和传播的媒介，产生非常必要的效果。直接言语行为和间接言语行为能够产生消费者购买的源动力。本文旨在经过阐述言语行为理论的观点，剖析英语双关语在广告应用中的表现出的问题。作者认为，直接言语行为具有快捷高效的作用，以便交易双方迅速达成要约。间接言语行为具有委婉平和的作用，以避免交易双方产生不可调和的矛盾。直接言语行为与间接言语行为，在其功能表现上各有千秋，须进行通篇考虑。本文研究表明，在言语行为理论视角下，英语广告双关语典型呈现出三个方面的特征：同音异形，同形异音，拙劣模仿。同时本文提出，在新一代电子网络广告技术运用的背景下，通过利用言语行为理论的广告双关语，发掘出有效率的远距离交流措施。 关键词：言语行为理论；直接言语行为；间接言语行为；英语广告；双关 1. Introduction Recently, advertisement comes out in almost every dimension of huma