英文广告中的语用预设特征及分类

Research on pragmatic presupposition in English advertisements

语用预设是一种语言现象,在广告中得到了广泛的应用。本文以知名英文广告为例,探讨了语用预设的主要特征,即共知性、主观性、隐蔽性和四种不同的语用预设分类,即事实预设、信念预设、状态预设和行为预设在广告语中的具体体现。深入研究广告语中的语用预设内在规律和本质,可以帮助我们加深对语用学的理解,对于丰富语用学研究具有重要意义。合理应用语用预设,亦能使广告的设计者和阅读者从中受益。

Pragmatic presupposition, a kind of linguistic phenomenon, is widely applied to advertisements. In this article, with the examples of well-known English advertisements, the main characteristics of pragmat- ic presupposition, namely the common ground, subjectivity and concealment, are studied, as well as the main four categories of pragmatic presupposition, including the factual presupposition, belief presupposi- tion, state presupposition and behavior presupposition. The profound study on the inherent characteristics and nature of pragmatic presupposition would improve our comprehension of pragmatics and be of great sig- nificance for enriching the study of pragmatics. Both advertisements＇ designers and readers would benefit from the reasonable applications of pragmatic presupposition enormously.