论广告语中的语用预设

Pragmatic Presupposition in Advertising

广告是一种极具策略的交际行为,广告宣传是一种说服性言语行为,而预设策略是广告策略之一。巧妙使用不同的语用预设策略能够吸引人们的注意力和兴趣,从而达到广告的目的。语用预设自身具有的合适性和共知性,在广告语篇中起到了独特的作用。通过对实例进行分析,主要讨论了预设在广告中的应用及作用。

Advertisement is a communicative form with strategies and a persuasive speech act. Presupposition strategy is one of advertising strategies which can attract people＇s attention and interest to to achieve the purpose of advertising. Pragmatic presupposition with appropriateness and mutual knowledge plays special roles in advertising. The paper discusses the application and effects of presupposition in advertising by analyzing the specific advertisement examples.