顺应理论视角下商业广告话语的语用预设解析

An Adaptation Theory- based Analysis of Pragmatic Presupposition in Advertisement

语用预设作为一种常见的语言现象和语用策略而广受关注。本文以Verschueren的顺应理论为研究框架,从语用学的角度,结合商业广告的语类特征和情感取向,对数则家喻户晓的广告进行分析,旨在揭示广告撰写人如何运用语用预设实现对消费者需求的顺应,进而达到推销其产品的目的。

Pragmatic presupposition,as a common linguistic phenomenon and pragmatic strategy,has attracted great attention. This thesis based on the Adaptation Theory by Verschueren,from the perspective of pragmatics,attempts to make an analysis of pragmatic presupposition in a few famous advertisements. It aims to reveal how advertisements manage to adjust to the needs of consumers and persuade them to buy the products.