广告语言预设的元语用分析

A Metapragmatic Analysis of Presupposition in Advertising Language

人们使用语言的过程是在选择顺应的语言,元语用意识不断对语言选择进行指导和调控,这种作用最终会在语用层面上得到体现。预设是广告语言中常见的一种语用策略,主要有事实预设等四类。调查发现,广告中的事实预设还存在真实事实预设、强制性事实预设和虚假事实预设三种支类,而它们背后都有着各自的元语用意识。

People are making choices of adaptable language in the process of using language, where metapragmatic awareness exists in the way of directing and controlling continually, the function of which could be seen eventually in the pragmatic level. Presupposition as a kind of pragmatic strategy is frequently used by advertising language. Reality presupposition is one sort of ad- vertising pragmatic presupposition and could be sub - classified into true reality presupposition, compulsive reality presupposition and false reality presupposition, behind which metapragmatic awareness functions.