广告语言的劝说力

文章根据语言行为理论,统计分析了商业英语广告的劝说力在言语行为中的分布特征和体现形式,并分析其成因。从分布来看,劝说力主要由指令行为来体现,辅之以断言行为和提问行为,承诺行为和表情行为使用较少,宣布行为几乎不用,这种分布不仅受到礼貌原则的制约,也受到不同文化因素和适宜条件的影响;从体现形式来看,直接言语行为和间接言语行为的使用同样普遍,且多以消费者为出发点,但直接言语行为略多于间接言语行为。分析表明,广告商总是试图运用多种手段使广告的语言生动活泼,引人注目,既要达到其最终销售产品的目的,又要尽量避免"冒犯"读者的危险性。

Exhortation Power of Commercial English Advertising

Guided by speech act theory, the present paper, based on the statistical data, discusses the issue about exhortation power of English advertising, and analyzes and reasons its distributions and realizations. The statistics indicates that the speech acts carrying out the exhortation power distribute differently and the majority of them are potential buyers oriented. Direct speech acts and indirect speech acts are two common used approaches in the advertising. In comparison, however, the former are used slightly more than the latter. Analysis shows that the admen always try to apply various ways to make the advertising language vivid and attractive so as to not only achieve their ultimate aim to sell products, but also avoid violating their potential buyers in language as well.