广告语与前提论

Presupposition and Advertising Language

广告语蕴含着广告制作者的语用心理和策略 ,前提本身具有的潜在性和隐含性特点为其中部分策略的运用提供了可能。从听话人的消费心理出发 ,广告制作者常常利用关涉既成事实、多数人的选择、名人名品、以前的状态或行为、产品的缺陷等方面的前提 。

Advertising language indicates the pragmatic psychology and strategy of the advertisement editor. Presupposition characterized by potentiality and implicitness provides possibility for the application of some of those strategies. On the basis of the consumption psychology of the receiver, the advertisement editor has achieved remarkable effects with the constant use of presupposition, such as accomplished facts, the choice of the majority, celebrities and well known products, previous state and action, and defects of the products, etc.