浅谈预设歧义及其在广告中的消失

On the Ambiguity disappears in the advertisements On the Presupposition and Ambiguity

预设是语用学的重要理论,它分为语义预设和语用预设两种基本类型。从语用的角度看,预设具有合适性和共知性这两个与语境密切相关的特征,并且它应该遵守合作原则,不能有歧义。但在现实生活中,有时由于缺少共同语境而产生歧义,会导致不同的人的语用推理出现差异。然而,在广告里由于有共知的语境及人们有相同的逻辑思维能力,歧义会自然消失,人们能从中得出正确的语用推论。

Presupposition is an important theory of Pragmatics, it is divided into Semantic presupposition and Pragmatic presupposition. Observing from the the Pragmatic angle, Presupposition has two characteristics - appropriateness and mutual knowledge, also it ought to abide by cooperative principle and it can＇t has ambiguity. But in daily life, sometimes people＇s pragmatic inference will different for the shortage of common context. However, there is common context in advertisements and everbody has same ability of logical thought, so the ambiguiy will disappear naturally, people can get right pragmatic inference.