论广告中的预设

Presupposition of advertisement

广告是一种特殊的交际形式,具有简洁和说服性的特点。广告作品要有艺术感染力并且吸引消费者的注意力就必须讲究一定的广告策略。预设策略是广告策略之一,目的是要达到广告的效果。通过分析预设在典型的广告中的应用,阐明广告作者如何利用预设策略达到宣传产品的效果。

Advertisement is a special communication form, having characters of brevity and persuasion. In order for advertisement to have artistic appeal and draw consumers＇attention, the advertisement works must pay attention to the advertisement strategies, of which presupposition is most important for the sake of advertising effect. By analyzing the application presupposition in the typical advertisements, this paper demonstrates how advertisement authors use presupposition strategies to attain the effect of publicize the products.