一、研究广告语的必要性随着时代的发展,人们越来越注重广告的内涵与质量。大部分的广告语不仅传递了基本的广告信息,而且更传递了一些言语行为的信息。言语行为理论由奥斯汀和塞尔大约在20世纪60年代提出。本文主要依据言语行为理论三分说,来对广告的问题特征进行分析,进而对广告语的语用特征进行解读,并进一步探讨情景在广告言语行为效果上是 First, the study of the necessity of advertising language With the development of the times, people pay more and more attention to the content and quality of advertising. Most advertising slogans not only convey basic advertising information, but also convey some verbal behavior information. Speech act theory was proposed by Austin and Sear about in the 1960s. This article mainly based on the theory of speech act one-third said, to analyze the characteristics of the issue of advertising, and then to pragmatic characteristics of advertising language to interpret and further explore the situation in the advertising speech act is