Analyzing Advertisement English Based on Speech Act Theory

In pragmatic terms, advertisement is viewed as a uni-directional, public and goal-oriented communication between the advertisement producer and the audience, aiming to offer information and persuade the consumers into taking action to purchase the publicized products or services. On the basis of elaboration of the stylistic features of advertisement English, the paper analyzes specific examples according to tripartite speech act theory proposed by Austin and indirect speech act theory advanced by Searle, and thus provides a pragmatic perspective for advertisement discourse analysis and advertisement translation.