预设理论视阈下解读英汉广告语篇中的隐喻

ANALYSIS ON METAPHOR IN ADVERTISEMENT UNDER THE PERSPECTIVE OF PRESUPPOSITION THEORY

广告是现代商品社会的产物。广告的功能是向消费者宣传产品和服务,最终实现说服消费者购买产品和服务的目的。广告语言的特点具有目的性、说服性和隐蔽性。预设和隐喻是语用学中研究的对象,两者都关注句子字面意义之外的隐含之义。因此,预设和隐喻是广告策划中最经常使用的方法。目前对英汉广告的研究多集中于广告中语用预设的功能或者隐喻特点的探讨,而对于预设和隐喻的关系的研究尚不多见。文章拟在广告语篇的框架下,审视预设和隐喻是如何相互促进地实现广告语言的劝说目的的。

Advertisement is the product of modern commercial society. The function of advertising is to promote products and services to consumers, and ultimately to persuade consumers to buy products and services. Advertising language has the characteristics of purpose, persuasion and indirectness. Presupposition and metaphor are subjects of nesearch in pragmatics, both concerned about the meaning beyond the literal meaning of the sentence. Therefore, presupposition and the metaphor are mostly used in advertising planning. Nowadays, study on English-Chinese advertisements is mostly focused on functions of presupposition and metaphorical characteristics in advertisement, while study on the relationship between presupposition and metaphor is still rare. This article is to examine how presupposition and metaphors can promote each other to achieve the persuasive function of advertising language in the framework of the advertising discourse.