| in | Journal of Mass Communication Studies, No.52(1998), pp.104-117 [published by The Japan Society for Studies in Journalism and Mass Communication] |
From the view point of Speech Act Theory, advertising is also counted as a sort of speech act. The speech act of advertising has a paradoxical nature. The purpose of advertising is essentially to make the audiences buy / consume commercial products, and it is recognized widely by the audiences. It is quite natural that the audiences' recognition of that purpose should prevent advertising from achieving its purpose. But actually advertising appears to attain that purpose. Why and how does this occur? This is the very problem which I try to answer in this paper.