摘要
语用预设具有单向性、主观性和隐蔽性等特点,在传递广告信息中发挥着重要作用。合理、巧妙地使用语用预设,能够使广告信息更加含蓄化;能够扩大广告信息含量;能够凸显广告的焦点信息。
Pragmatic presupposition is characterized by such properties as unidirectionality, subjectiveness and latency and it plays an important role in conveying the advertising message. The proper and adroit employment of pragmatic presupposition can make the advertising information more connotative, widen the amount and protrude the focus of the advertising information.
出处
《内江师范学院学报》
2008年第5期65-68,共4页
Journal of Neijiang Normal University
基金
内江师范学院青年基金项目(项目编号:07NJS-20)
关键词
语用预设
广告信息
广告效果
pragmatic presupposition
advertising information
advertising effect
