| Summary: | 碩士 === 中國文化大學 === 德國語文學研究所 === 92 === Advertisement, like the air we breathed, is present all over our daily life. The purpose of this thesis is to explore the advertisement speech, which plays the core in advertisements, from the angle of linguistics, by means of analyzing the headline of car advertisement in German weekly, in order to conclude the advertisement speech strategy usually used in German car advertisement.
This thesis uses pragmatics and rhetoric as the tools for analysis. With respect to the analysis of pragmatics, it starts from the illocution among Searle’s speech acts to introduce seven text acts which are specially important to advertisement speech (2.4.1.2), and analyze six kinds of persuasive text function of advertisement text acts (2.4.1.3). As for the analysis tool with respect to rhetoric is rhetoric figure, especially such six rhetoric forms as position figure, repeat figure, extension figure, abridgement figure, appeal figure and trope (2.4.2). This thesis analyses total 181 headlines of car advertisement in 2002 German “Der Spiegel“ and induces the speech strategy adopted in the advertisement.
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