商业广告中的语用预设

The Pragmatic Presupposition in Business Advertisement

商业广告是现代社会的重要特征之一,人们的日常生活离不开商业广告。预设起源于哲学界,而后引起了语言学家们的注意。预设分为语义预设和语用预设。其中语用预设被广泛运用在商业广告中。基于现代商业广告与百姓生活的密切联系与预设在商业广告中的重要性,本文将选取一部分经典的、广为流传的商业广告,从语用预设的角度加以分析。

Business advertising is one of the major characteristics of modern society .People are closely related to business advertisements in their daily life. Presupposition originates from the literature of philosophy, and thereafter, arouses linguists＇ attention. There are two types of presupposition： semantic and pragmatic presupposition, among which, the＇ latter is widely applied to advertisements. The paper will, therefore, analyze, from the perspective of pragmatic presupposition, some classical and widely spread business advertisements.