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。Intoday'ssociety,businessinformationhasgrownsubstantiallyalongwiththeexplosivesalesofthemedia.Nowweareinahugeadvertisingworld,withthecontinuousdevelopmentofadvertising,sloganshavebecomemoreabundant,andavarietyofsloganshavebeguntoappear.Consumersareoftenveryimpressedbytheuniquenessofadvertisinglanguage.So,whatkindoflinguisticphenomenaexistinApple'sadvertisinglanguage?Insimpleterms,theprimarypurposeofadvertisingistoletconsumersunderstandsomerelevantinformationabouttheproduct,thenpassontheadvertiser’sintentionsandpurposes,stimulatetheconsumer’sdesiretopurchase,andinlayman’sterms,introduceinformation,conveypurposeandintention,stimulateconsumption.Fromthisperspective,wecanseethatthemostfrequentlyoccurringlinguisticphenomenainadvertisinglanguagesarerelatedtospeechacttheory.ThetheoryofspeechactwasfirstproposedbyAustin.Hisproposalofthistheorygavepeopleacompletelynewunderstandingoflanguage-peoplecannotonlyusewordstosaybutalsocanusewordstodo.ThisthesisaimstostudytheuseofspeechacttheoryinApple'sadvertisements,sothatpeoplecanunderstandmoreaboutthespeechactinadvertisementsandshowtheimportanceofspeechacttheoryinadvertisements.Chapter1IntroductionBackgroundoftheStudyWeliveinaworldofadvertisements.Advertisementsofferandprovidevaluableandconvenientservicestomodernsocietyandtopeopleallovertheworld,becausetheydefineandbroadcastthemeaningandtheroleofproducts,servicesandinstitutions.Asawayofpropagatingandtransmittinginformation,advertisinglanguagecannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturnreflectsthedevelopmentofsocietyandeconomy.Becauseofitsprominentroleinsociety,advertisingthushasbeenapopularsubjectofstudyforresearchersinvariousdisciplinessuchasmarketing,sociology,psychology,linguistics,andsoon.Amongalloftheseissuesraisedbyadvertising,thelanguageseemstohaveattractedmoreattentionbecauseofitssignificance.Scholarshavelongbeeninterestedindescribingadvertisinglanguagefromthelinguisticperspective,whichismainlyfocusedonthelinguisticfeatures.Butnowtheyhavegraduallyturnedtheirattentiontopragmaticperspectiveoftheadvertisinglanguage.Fromastrictlylinguisticperspective,theearliestandthemostcompleteoneisperhapsGeoffreyN.Leech’sEnglishinAdvertising:aLinguisticStudyofAdvertisinginBritain(1986).Thisbooklateroffersgreathelpformanyotherlinguisticscholarstodofurtherstudy.Inthisbook,heappliesthelinguistictheoriesofhistoprobingintofeaturesofadvertisinglanguageinst...
