英语商业广告口号中的言语行为探究

论文摘要

商业广告在现代社会中日益发挥着重要作用,语言学家从多种角度对广告做了很多研究,取得了很多成果。言语行为理论是语用学中重要理论。赛尔将言语行为分为5大类：断言行为、指令行为、承诺行为、表达行为和宣告行为。本文认为,商业广告口号具有言语行为。本文主要分五章。第一章是引言。第二章是广告的综述部分。从广告的定义、分类、功能和目的对广告做了一个全方位的介绍。此外,也对前人对广告所作的研究做了回顾。第三章为本论文的理论支撑部分。本部分包括了奥斯汀和赛尔的言语行为理论以及本文运用到的语言统计学中的知识。第四章为本论文的主体部分。本文搜集了500则英语商业广告作为研究对象,运用赛尔的言语行为理论分类,将这500则广告进行定性分析,得出每一则广告中的言语行为特征。然后再借助SPSS分析软件,检验不同言语行为在广告中使用频率是否有差异。结合广告制作的目的,本文还探索了商业广告为何呈现言语行为的原因。理性诉求和情感诉求是广告商通常运用的手段。断言行为和承诺行为分别从理性诉求和情感诉求角度发挥着巨大作用。

论文目录

• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Research Motivation
• 1.2 Study Questions of the Thesis
• 1.3 Structure of the Thesis
• Chapter 2 General Literature Review of the Study of Advertising
• 2.1 The Definition of Advertising
• 2.2 The Classification of Advertising
• 2.3 The Structure of Advertising
• 2.4 Purpose and Function of Advertising
• 2.5 Previous Study on Advertising
• 2.5.1 Non-linguistic Approach
• 2.5.2 Linguistic Approach
• Chapter 3 Theoretical Basis
• 3.1 Origin of Speech Acts
• 3.2 John Austin's Speech Act Theory
• 3.2.1 Constatives and Performatives
• 3.2.2 The Classification of the Speech Acts
• 3.2.3 The Classification of Illocutionary Acts
• 3.3 Searle's Speech Act Theory
• 3.3.1 Searle's Felicity Condition on Speech Acts
• 3.3.2 The Classification of Illocutionary Acts
• 3.3.3 Indirect Speech Acts
• 3.4 Terms Associated with Quantitative Analysis
• 3.4.1. The Definition of Hypothesis Testing
• 3.4.2 The Definition of Significance Level
• 3.4.3 The Definition of Chi-square Test
• Chapter 4 Analysis and Discussion
• 4.1 Analysis Designing
• 4.1.1 Research Objects
• 4.1.2 Research Methodology
• 4.1.3 Analysis Principle
• 4.2 Categories of English Commercial Advertising Slogans
• 4.3 Speech Acts in English Commercial Advertising Slogans
• 4.3.1 Speech Acts in Nominal Phrase Commercial Advertising Slogans
• 4.3.2 Speech Acts in Verb Phrase Commercial Advertising Slogans
• 4.3.3 Speech acts in Modifying Phrase Commercial Advertising Slogans
• 4.3.4 Speech Acts in One Full Sentence Commercial Advertising Slogans
• 4.3.5 Speech Acts in Two or More Sentences Commercial Advertising Slogans
• 4.4 Significance Levels of Frequencies between Six Kinds of Sentences
• 4.4.1 Significance Levels of Frequencies Differences between assertive and that ofthe others
• 4.4.2 Significance Levels of Frequencies Differences between （Assertive+Commissives） and （Assertive+Commissives+Directives）, Directives, Commissives,Expressive
• 4.4.3 Significance Levels of Frequencies Differences between （AssertiveCommissives+Directives） and Directives, Commissives, Expressive
• 4.4.4 Significance Levels of Frequencies Differences between Directives andCommissives, Expressive
• 4.4.5 Significance Levels of Frequencies Differences between Commissives andExpressive
• 4.5 Probable Reasons for the Difference Frequencies of English Commercial AdvertisingSlogans
• Chapter 5 Conclusion
• References
• 攻读硕士学位期间取得的学术成果
• Acknowledgements