摘要
广告是一种特殊的交际形式,其目的在于推销产品,如何通过语言使广告信息为消费者所接受,产生购买欲望,实行购买行动,是广告成败的关键。预设的巧妙运用可以使简短的广告文字传递更多的信息,增强其促销能力。本文阐述了预设的基本概念和特征,进而探究了预设在广告中所起的作用。
The function of presupposition in advertising is studied from the perspective of pragmatic principles. Advertising is a special way of communication, .with the aim of promoting its goods or service. The key factor is how to ＂attract attention, arouse interest, stimulate desire, create conviction and get action＂ （Vestegaard ＆ Schroder, 1985：49） . Presupposition, however, plays a vital role in advertising. The article first introduces some features of presupposition, and then explores its functions in advertising.
出处
《湖北广播电视大学学报》
2007年第10期151-152,共2页
Journal of Hubei Radio & Television University
关键词
广告
预设
功能
简洁
委婉
幽默
自我保护
advertising
presupposition
function
economical
politeness
humor
self-protection
