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1、言语行为理论在苹果广告语中的运用研究TheApplicationofSpeechActTheorytoAppleAdvertisingLanguageAbstract:在当今社会，商业信息伴随着媒体的爆炸性销售大幅增长。我们现在正处于一个巨大的广告世界当中。随着广告的不断发展，广告语也变得更加丰富，各式各样的广告语开始出现。消费者往往会因为广告语的独特性而对其有非常深刻的印象。那么，在苹果广告语中存在着怎样的语言现象呢？简单来说，广告的首要目的是让消费者了解产品的一些相关信息，接着是传递广告商的意图和目的，刺激消费者的购买欲望，通俗地来说，就是介绍信息，传递目的和意图，刺激消费。从这样的角度来
2、分析的话，我们可以看到广告语当中最频繁出现的语言现象都与言语行为理论相关。言语行为理论最早是由奥斯汀提出来的。他的这一理论的提出，给了人们一个对于语言的全新的认识人们不但可以用语言说什么，而且可以用语言做什么。本文旨在研究言语行为理论在苹果广告中的运用，让人们更加了解广告中的言语行为，体现言语行为理论在广告语中的重要性。In todays society, business information has grown substantially along with the explosive sales of the media. Now we are in a huge advertisi
3、ng world, with the continuous development of advertising, slogans have become more abundant, and a variety of slogans have begun to appear. Consumers are often very impressed by the uniqueness of advertising language. So, what kind of linguistic phenomena exist in Apples advertising language? In sim
4、ple terms, the primary purpose of advertising is to let consumers understand some relevant information about the product, then pass on the advertisers intentions and purposes, stimulate the consumers desire to purchase, and in laymans terms, introduce information, convey purpose and intention, stimu
5、late consumption. From this perspective, we can see that the most frequently occurring linguistic phenomena in advertising languagesarerelatedtospeechacttheory.Thetheoryofspeechactwasfirstproposed by Austin. His proposal of this theory gave people a completely new understanding of language - people
6、can not only use words to say but also can use words to do. This thesis aims to study the use of speech act theory in Apples advertisements, so that people can understand more about the speech act in advertisements and show the importance of speech act theory in advertisements.Chapter 1 Introduction
7、Background of the StudyWe live in a world of advertisements. Advertisements offer and provide valuable and convenient services to modern society and to people all over the world, because they define and broadcast the meaning and the role of products, services andinstitutions.Asawayofpropagatingandtr
8、ansmittinginformation, advertising languagecannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturnreflectsthedevelopmentofsocietyandeconomy.Becauseofits prominent role in society, advertising thus has been a pop
9、ular subject of study for researchers in various disciplines such as marketing, sociology, psychology, linguistics, and so on. Among all of these issues raised by advertising, the language seems to have attracted more attention because of its significance. Scholars have long been interested in descr
10、ibing advertising language from the linguistic perspective, which is mainly focused on the linguistic features. But now they have gradually turned their attention to pragmatic perspective of the advertising language.From a strictly linguistic perspective, the earliest and the most complete one is pe
11、rhaps Geoffrey N. LeechsEnglishinAdvertising:aLinguisticStudyofAdvertisinginBritain(1986).This book later offers great help for many other linguistic scholars to do further study. In this book, he applies the linguistic theories of his to probing into features of advertising language instead of cons
12、idering advertising language as it stands. The work full of theoretical insights is actually an embryonic analysis of “live”language in context.This thesis will analyze Apple advertisement English according to speech act theory. The author of this paper has collected more than twenty advertisements(
13、2007-2017) of Apple products as material. The paper will analyze these advertisements in detail.Objective of the StudyApparently, language serves as a major carrier of advertisement which is considered to be a kind of special language communication form. To put it simply, advertisements rely much on
14、 the employment of language. Therefore, a study of advertisements will mainly be conducted from the angle of the language employed in the advertisements. This thesis aims to observe advertising language on the basis of Speech Act Theory. From this angle, the author is going to focus on three kinds o
15、f speech act, which ad-writers perform in advertising language. Through the comprehensive analysis of locutionary, illocutionary and perlocutionary acts, the author tries to expose the necessity of the application of Speech Act Theory in Apple advertising language. This thesis will also analyze the
16、Apple advertisement in detail based on the speech act theory. Only by the manipulation of the language itself and speech act theory can take great effects. Thus, a study of the application of speech act theory in advertising language is very important. In the past, studies usually analyze advertising language in other theories and no one has analyzed the Apple advertising language and ad
