用言语行为理论分析广告中的幽默
Analysis of Humor in Advertisements with Speech Act Theory
Abstract
Humor, as a unique and typical way of communication for human beings, is a spirit, an attitude of life, and a symbol of human intelligence. Without it, life would become featureless and colorless. Humor not only creates a relaxed and comfortable atmosphere in our daily life, but also exists as an art foam in many fields with measurable success. Humorous text message goes viral, hilarious comic books fly off the shelves, and comedians are hot products wherever they go. Advertisement is of no exception. As society progresses, people suffer from some mental stress for a new lifestyle. In order to meet people's aesthetic and psychological needs, advertisement is transforming from a single rigid structure into a novel, flexible and diverse model. Under these circumstances, humorous advertisement has developed. It brings witticism, self-mockery, enjoyment, another techniques into advertising. At the same time, the original intentions of the businesses are concealed rather than exposed. A humorous advertisement not only eliminates feelings of resistance from potential consumers, and narrows the distance between consumers implant recognition of the product in the subconsciousness through humorous w and products, but also keeps the audience enjoying this carefree mood. In short, modern advertisements ay, thus to achieve the final intention to purchase.
This thesis intends to employ the approach of Speech Act Theory to analyze the considerable examples of humor in advertisements. Based on three-division of Speech Act Theory: locutionary act, illocutionary act and perlocutionary act, it respectively explains the production of humor in advertisements. The findings of this thesis are able to provide some effective suggestions to appreciate the humor in advertisements.
Key words: Speech Act Theory, Advertisements, Humorous Effect, Strategies
用言语理论分析广告中的幽默
内 容 摘 要
幽默，作为人际交际中一种独特而典型的沟通方式，是一种精神，是一种生活态度，是人类智慧的象征。缺少了幽默，生活将会变得枯燥无味，黯然失色。幽默不仅给我们的生活带来了轻松偷悦的环境，同时广泛运用到很多领域中，并取得了意想不到的成功。幽默短信，幽默漫画，幽默电影以它们特有的风格在市场上一路畅销。广告也不例外，在社会高速发展的今天，快节奏的生活带给了人们太多的精神压力。为了迎合人们的审美需求和心理需求，广告开始从单一呆板的形式向新颖，灵活多变的模式进行转变，幽默广告也应运而生。幽默广告巧妙地运用了诙谐、自嘲、滑稽等手法，带给人们轻松愉快的心情，并间接委婉地隐藏了广告推销的目的。这样不仅使使消费者在看广告时减少了一种排斥厌恶心理，增进了产品与消费者之间的亲密感，同时也让人们愉悦地享受这份轻松心情。现代广告通过幽默的方式，潜移默化地植入对产品的认同，达到说服购买的目的。
本文从奥斯丁的言语行为理论出发，通过大量的幽默广告实例详细地分析幽默现象的产生和理解机制。其中主要基于对言语行为理论的三分说中的言内行为，言外行为，言后行为的理解，分别解释了广告中幽默现象的产生，为人们理解、欣赏广告中的幽默提供了一些有效的建议。
关键词: 幽默 言语行为理论 广告 幽默效果 策略
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