男性汉语化妆品广告用语的语用预设初探

A Study of the Pragmatic Presupposition in Chinese Male Cosmetics Advertisements

语用预设在广告中作为一种语言策略被广泛使用。有关化妆品广告的研究显示,状态预设使用频率最高。然而研究表明,男性化妆品广告中出现频率较高的不只有状态类,还有信念类,这与广告商试图改变"男人不需要化妆品"这一观念的意图相吻合。

Pragmatic presupposition, as a linguistic strategy, is widely applied in advertisement. The previous concerning research demonstrates that condition presupposition is the most frequency used type. The current study, however, concludes that conviction presupposition also outnumbers others in male cosmetics advertisements. This result corresponds with the aim to convert the traditional belief that ＂there is no need for men to take care of their skin. ＂