浅析服装广告语中的语用预设

Brief Analysis of the Pragmatic Presuppsition in Apparel Advertisement

语用预设是广告语言中经常使用的策略,在广告语中扮演着十分重要的角色。本文回顾了语用预设的理论,用实例阐释了语用预设的五大特征,最后,选取了很少有人分析的服装广告语作为研究对象,分析了其中存在的语用预设以及其在广告中产生的效应。

Pragmatic presuppsition is a common strategy in advertisement words, and it plays an important role in advertisement. The article reviews the theory of pragmatic presuppsition, and illustrates the five features of pragmatic presuppsition with examples. Finally, it analyzes the existing pragmatic presuppsition and its effects in advertisements with the research object in apparel advertisement rarely chosen by other researchers.