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John Searle

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In the performance of an illocutionary act in the literal utterance of a sentence, the speaker intends to produce a certain effect by means of getting the hearer to recognize his intention to produce that effect; and furthermore, if he is using the words literally, he intends this recognition to be achieved in virtue of the fact that the rules for using the expressions he utters associate the expression with the production of that effect.
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P. 45

 
John Searle

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People write or speak sentences in order to produce an effect, and the success of a sentence is measured by the degree to which the desired effect has been achieved.

 
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It is always understood as an expression of condemnation when anything in Literature or Art is said to be done for effect; and yet to produce an effect is the aim and end of both.

 
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