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言语行为理论视角下的广告语歧义现象研究_英语365bet官网 ribo88_365bet官方投注_365bet在线体育投注网.docx
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    言语行为理论视角下的广告语歧义现象研究_英语365bet官网 ribo88_365bet官方投注_365bet在线体育投注网

    A Study on the Ambiguity of Advertisement from the Perspective of the Speech Act Theory

    摘要

    歧义是自然语言中普遍存在的现象。歧义经常被运用,以达到特殊效果和特定的实用目的,在广告中尤其如此。广告作为一种重要的营销工具,在我们的日常生活中扮演着越来越重要的角色。广告商在广告中使用模棱两可的态度以此来产生歧义,希望能使广告有效,并说服目标消费者采取行动。因此,研究广告的歧义具有重要的意义。

    本文旨在探讨言语行为理论下的广告语的歧义。它主要试图回答两个问题:1)言语行为理论是否能解释广告中的歧义性? 2)歧义如何促成有效的广告?本文对言语行为的分类和间接言语行为进行了分析,并对其语用功能进行了分析。在调查了广告中歧义现象的正面用法后,很显然,言语行为理论对广告的歧义现象分析具有解释力。在这个理论基础上,我们可以更好地理解歧义的特征和分类。之所以歧义在广告中如此被广泛应用,其原因在于它能带来言外效应和语用功能。

    这篇365bet官网 ribo88_365bet官方投注_365bet在线体育投注网清楚地阐述了歧义如何有助于有效的广告。此外,本文还证明了言语行为理论的解释力。

    关键词:歧义;广告语;言语行为

    Abstract

    Ambiguity is a universal phenomenon in natural languages. Occurring quite often, ambiguity is used to achieve special effects and certain pragmatic purpose, and this is especially true in advertisement. As an important marketing tool, advertisement plays an increasingly important role in our daily life nowadays. Advertisers employ ambiguity in advertisement in the hope that it could make advertisement effective and persuade target consumers to take actions. Therefore, it is very meaningful to study ambiguity in advertisement.

    This paper aims to explore ambiguity in advertisement from the perspective of speech act theory. It mainly tries to answer two questions: 1) can the theory of speech act explain ambiguity in advertisement? 2) How does ambiguity contribute to effective advertising? In the paper, classifications of speech acts as well as indirect speech act are applied to the analysis of ambiguity and its pragmatic functions. Besides, it also investigating the positive use of ambiguity in advertisement.

    It is obvious that speech act theory has explanatory force in the analysis of ambiguity in advertisement. On the foundation of this theory, we can better understand the features and classifications of ambiguity. Because that ambiguity can bring about perlocutionary effects and pragmatic functions, it is so widely used in advertisement today.?

    The paper has made it clear how ambiguity contributes to effective advertisement. Speech act theory is a relatively new approach to the study of inter-cultural communication. Besides, this paper also proves the explanatory force of speech act theory.?

    Key words: ambiguity; advertisement; speech act?

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