ANALYSIS OF FOOD ADVERTISING LANGUAGE FROM THE PERSPECTIVE OF SPEECH ACT THEORY

Food advertising, as one of advertising types, is a special form of communication. Linguistically speaking, food advertising is a persuasive speech act. This paper selects two food advertising which were popular in China and then thoroughly analyzes them from the perspective of speech act theory, with the aims that consumers are able to understand that how advertisers promote their products through language expression to achieve the communicative purpose of getting a good impression from them and that make the advertisers realize the importance of language expression and learn better how to earn the consumers’ trust in food through advertising.