论广告语篇中的语用预设

The Pragmatic Functions of Presupposition in Advertising Discourse

预设是一个语用现象,是语用学研究的重要课题之一,在言语交际中扮演了重要的交际角色,该研究通过对预设特征的分析,同时运用大量广告语实例,研究并论证语用预设在广告语篇中的功能。研究结果对广告文案制作者及消费者具有一定的启示及引导作用。

presupposition is a pragmatic phenomenon and one of the important topics in pragmatic research,which plays an important communicative role in language communication.Based on the analysis of characteristics of presupposition,the paper applies a large number of examples to demonstrate the pragmatic functions of presupposition in advertising discourse,and the study also provides some instructions for the advertisements producers and consumers.