浅析广告中的语用预设

On Pragmatic Presupposition in Advertising

广告是一种特殊的交际形式,其目的是利用广告的语言特征来影响消费者,扩大销售。语用预设相对于话语而言具有合适性和共知性,它本身也具有单向性、主观性和隐蔽性。广告中巧妙地利用语用预设,可以更好地达到其说服之目的,增强广告的促销能力。

Advertisement is a particular form of communication aimed at affecting the consumers and expanding the business sales with linguistic devices. Felicity and sharedness, which are essential to utterance understanding in advertisements, are often attributable to the pragmatic presuppositions. The pragmatic presupposition is one-way, subjective and latent in its application. Appropriate exploitation of these features in verbal advertising may contribute to the persuasiveness of ads and the potential promotion of business.