Abstract: Speech act theory was originated with the British philosopher Austin and American philosopher Searle in the late 50s of the 20th century. Speech act theory consists of three components: locutionary act, illocutionary act and perlocutionary act. As a speech act, advertising slogans have more and more important influence on our life. An excellent slogan can arouse target consumers' interests, promote the popularity of product or service and make a better market reaction. This article analyses the meaning and characteristics of advertising slogans on the basis of this theory and states that the slogans which directed by speech act are more popular by enumerating examples.

Key words: speech act theory; advertising slogans; locutionary act; illocutionary act; perlocutionary act

摘要：言语行为理论是由英国哲学家奥斯汀和美国哲学家塞尔于约20世纪50年代提出的语言学理论。言内、言外、言后行为是言语行为理论的三个组成部分。作为一种言语行为,广告标语对我们的生活有着越来越重要的影响。一则出色的广告标语能引起目标消费者的兴趣，提升产品或服务的知名度，使其获得较好的市场反应。本文以言语行为理论为基础，分析了广告标语的意义和特点并通过实例说明由言语理论指导的广告标语更受欢迎。

关键词：言语行为理论; 广告标语；言内行为；言外行为；言后行为