摘要
语用预设相对于话语理解而言,具有适切性和共知性,在广告语篇中发挥着重要作用。恰当地运用语用预设,可以使广告语篇经济、简洁;可以使广告中的信息流前后衔接、通顺连贯;可以使广告语篇的宏观结构主次分明、布局合理。
Pragmatic presupposition has such properties as felicity conditions and mutual knowledge, which are essential to utterance understanding. It plays a significant role in the organization of advertising discourse. Its skillful application is responsi- ble for an economical and concise advertisement. It ascertains a smooth, coherent and natural advertising discourse. It perfects the macro-structure of an advertisement and makes it well balanced.
出处
《内江师范学院学报》
2008年第11期73-76,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
广告语篇
宏观结构
pragmatic presupposition
advertising discourse
concise
coherent
macrostructure
