语用预设在广告语中的应用

The Application of Pragmatic Presupposition in Advertising Language

广告在交际过程中由于自身的功利性特点易使消费者产生不信任、不合作的态度,而语用预设自身的合适性、公知性、单向性、主观性和隐蔽性的特点正好能够被用来不露痕迹地增强广告的说服效果,因此,语用预设被广泛运用于广告语中。

Because of its utilitarian features, advertisements are easy to bring distrust and uncooperative atti- tudes from consumers. While the appropriateness, publicity, unidirectional, subjectivity and hidden features can be used to reinforce the persuasiveness of advertising. Therefore, pragmatic presupposition is widely used in advertising language.