语义预设在广告用语中的应用

The Application of Semantic Presupposition in Advertising Language

广告是人类信息交流的产物,在我们的生活环境中,广告无处不在,已成为社会现代化程度高低的一个重要标志。广告语言是一种特殊的交际语言,许多专家学者对广告语言从不同角度进行了研究,如修辞角度、语篇分析角度、功能语法角度、心理学角度等等。本文拟从语义学的角度,通过对语义预设特点的阐述以及对语义预设类型的分类,对应用于广告中的预设作简要地语义分析,阐述广告是如何运用这一语言手段达到其劝说或支配之目的的。

Advertisements are products of information communication. They are very common in our life and have been an important symbol of social modernization. Advertising language is a special communicative one, which has been studied by many scholars from different aspects, such as rhetoric, discourse analysis, functional grammar and psychology. From semantics and by describing the characteristics and patterns of semantic presupposition, the paper attempts to analyze the application of semantic presupposition in advertising language and to tell how advertisements have achieved the purpose of persuasion or domination by applying the semantic presupposition.