摘要
作为一种语言现象,语用预设在广告语篇中得到了广泛的应用,它反映了广告商在信念、态度以及价值观等方面与消费者之间的相通之处,从而达到说服性目的。其具有单向性、主观性、延迟性、适宜性以及共识性五种特征。
As a kind of language phenomenon, pragmatic presupposition has been widely used in advertising discourse.It re-flects the similarities between advertiser and consumer in the belief, attitude and value, so as to achieve the purpose of persuasion. Its characteristics include：unidirectionality, subjectivity, latency, appropriateness and mutual knowledge.
出处
《鸡西大学学报（综合版）》
2015年第1期145-147,共3页
JOurnal of Jixi University:comprehensive Edition
关键词
广告语篇
语用预设
特征
advertising discourse
pragmatic presupposition
characteristics
