摘要
语用预设是语用学研究的一个重要课题,它在广告语篇中的运用不仅能使广告本身极具说服力,而且使广告语言的功能特征得到张扬,如简洁性、劝说性和引诱性等。语用预设的共知性、主观性和隐蔽性,为其在广告语篇中发挥独特功能提供了可能性,从而成为成功广告语篇的首选语言策略。
Pragmatic presupposition is an important topic in pragmatics. Its application to advertising discourse not only makes advertisement extremely persuasive, but coincides with some characteristics of advertising language as well, such as brevity, convincing and seductiveness and so on. The properties of pragmatic presupposition, such as common ground, subjectivity, and latency, offered the possibility of displaying its unique functions in advertising discourses. Thus, it becomes the primary verbal strategy of successful advertisements.
关键词
语用预设
广告语篇
功能
pragmatic presupposition
advertising discourse
functions
