Dissertation > Language, writing > FOREIGN > English > Semantics,vocabulary,semantic

A Study of Speech Acts in English Commercial Advertising Slogans

Author ZuoXiQing
Tutor XuWanZhi
School China University of Petroleum
Course English Language and Literature
Keywords Advertising slogans Speech act theory Rational appeal Emotional appeal
CLC H313
Type Master's thesis
Year 2011
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The role Commercial advertisements play is more and more important nowadays. The linguists have studied advertisement from many perspectives. Speech act theory is the first major theory in pragmatics. In Searle’s mind, all speech acts can be divided into five kinds: assertive, directives, commissives, expressive and declarations.In this paper, it holds that advertising slogans can perform some speech acts. The thesis is mainly divided into five chapters. The first one is introduction. In Chapter Two, it covers the definition and classification of advertising, the purpose and function of advertising. In addition, the previous study is also offered.In Chapter Three, theoretical basis of this thesis is introduced, involving Austin’s speech act theory and Searle’s speech act theory. In addition, some knowledge of statistic is also taken into consideration.In Chapter Four, analysis and discussion are offered. There are 500 commercial advertising slogans collected in this paper. With the help of Searle’s speech act theory, the speech acts in commercial advertising slogans are analyzed. Then with the assistance of SPSS, the application frequencies of the six kinds of commercial slogans are demonstrated.Probable reasons for the application frequencies employed in commercial English advertising slogans are also probed. Speech acts of assertive and commissives can help the advertiser to promote their products, service, ideas based on the rational and emotional appeals. And speech acts of commissives are usually combined with speech acts of assertive.

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