Classifying what a piece of communication actually does - in linguistic terms.

I was wondering: what do linguistics think about communication acts when it comes to describe communication intentions? I mean - if brands sort of "talk" with consumers - there must be certain intentions of such "speech acts". Marketers would describe them in their terms ("generate awareness", "create buzz", bla-bla). But how do linguists or language philosophers think about "speech acts" and their intentions?

According to Searle and his famous "How to Do Things With Words" there are these 5 types of "speech acts" - differing by what they actually want to bring about:

Assertives :

They commit the speaker to something being the case. The different kinds are: suggesting, putting forward, swearing, boasting, concluding. Example: ``No one makes a better cake than me''.

Directives :

They try to make the addressee perform an action. The different kinds are: asking, ordering, requesting, inviting, advising, begging. Example: ``Could you close the window?''.

Commisives :

They commit the speaker to doing something in the future. The different kinds are:, planning, vowing, betting, opposing. Example: ``I'm going to Paris tomorrow''.

Expressives :

They express how the speaker feels about the situation. The different kinds are: thanking, apologising, welcoming, deploring. Example: ``I am sorry that I lied to you''. 

Declarations :

They change the state of the world in an immediate way. Example: "You are fired":