浅议语用预设在广告翻译中的重要性

On Pragmatic Presupposition in Advertising

语用预设相对于话语理解而言应该具备合适性和共知性,而其本身则具有单向性、主观性和隐蔽性。广告用语对语用预设的利用很大程度上反映了这种策略性。

Felicity and shared ness, which are essential to utterance understanding in advertisements are often attributable to the pragmatic presuppositions. The pragmatic presupposition is one-way, subjective and latent in its application. Appropriate exploitation of these features in verbal advertising may contribute to the persuasiveness of ads and the potential promotion of business.