广告用语中的语用预设

On Pragmatic Presupposition in Advertising

语用预设相对于话语理解而言应该具备合适性和共知性,而其本身则具有单向性、主观性和隐蔽性。

Felicity and shared ness, 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.