摘要：作为生活中推广和宣传产品等的重要手段，广告及其语言都有着自身的特征。本文从语用学的角度对一些广告案例进行分析，并在奥斯汀言语行为理论以及塞尔对于言外行为的划分基础上为广告撰写方和消费者提供一些帮助。本文总结出在广告语的言内行为中，较常用的是叙述和祈使；在言外行为中，阐述类和指令类最为常见。另外，消费者的阅读能力也是十分重要的。通过这些结论，本文可帮助广告撰写方编辑出更具吸引力的广告，同时为产品消费者阅读广告扫除一些障碍。

关键词：广告；语用学；言语行为理论

TABLE OF CONTENTS

ABSTRACT

摘要

Chapter One Introduction-1

Chapter Two Speech Act Theory-4

2.1Austin’s speech act theory-4

2.1.1General introduction-4

2.1.2Merits of Austin’s speech act theory-4

2.1.3Demerits of Austin’s speech act theory-5

2.2Searle’s speech act theory-5

2.3Searle’s indirect speech act-6

Chapter Three Samples Analysis and Discussion-7

3.1Resource of samples-7

3.2Analysis of speech act-9

3.2.1Analysis of locutionary act-9

3.2.1.1Introduction-9

3.2.1.2General Analysis-9

3.2.1.3From the view of compiler-10

3.2.1.4From the view of consumer-10

3.2.2Analysis of illocutionary act-11

3.2.2.1Introduction-11

3.2.2.2General analysis-11

3.2.2.3From the View of Compiler-12

3.2.2.4From the view of consumer-13

3.2.3Analysis of perlocutionary act-13

3.2.3.1Introduction-13

3.2.3.2General analysis-13

3.2.3.3From the view of compiler-14

3.2.3.4From the view of consumer-14

3.3Indirect Speech Act-14

3.3.1Introduction-14

3.3.2General analysis-15

3.3.3From the view of compiler-15

3.3.4From the view of consumer-15

Chapter Four Conclusion-17

REFERENCES-19

ACKNOWLEDGEMENTS-20