运用言语行为理论阐释广告语言语用失误

当今社会许多广告不时引发争议，甚至受到政府的禁止。从言语行为理论的角度看，这些广告大多存在一定的语用失误。文章从施为行为真实条件的违背与否、能否取悦公众、广告语言中修辞和间接言语行为的正确使用与否方面进行分析，揭示部分广告在社会中产生不良影响，甚至遭到禁令，从而违背广告初哀形成语用失误的原因，在一定程度上提高广告商的广告水平和公众识别广告的能力。

Pragmatic Failure in Advertising Language From Perspective of Speech Act Theory

Many advertisements are controversial or even forbidden.From perspective of speech act theory,a certain pragmatic failure lies in such ads.This paper,from perspectives of the observation or violation of terms of truth,pleasing the public,the proper or improper use of the rhetoric methods and the indirect speech act,reveals the partial reason of causing negative effects and even forbiddances,and in some way,helps improve the levels of the advertisement and the public's awareness of such advertisement.