民国时期月份牌广告的语用预设

Pragmatic Presupposition of Calendar Advertisement in the Republic of China

为揭示民国时期月份牌广告话语的预设策略,基于语用学视角,从词汇修辞、心理认知和文化认同层面对月份牌广告话语的语用预设进行分析,指出月份牌广告语用预设增加了言语交际的准确性、得体性和感染力,顺应受众的心理诉求,以便较好地达到宣传推销产品的目的。结论对民国时期商业广告语言的研究进行了补充和拓展,为当今企业品牌形象的树立和商业宣传推广提供借鉴和参考。

Based on the perspective of pragmatics,this paper analyzes the pragmatic presupposition of language in calendar advertisement from lexical rhetoric device,psychological cognition and cultural identity in order to reveal its pragmatic strategy of presupposition during the Republic of China.It is concluded that the application of pragmatic presupposition in calendar advertisements enhances the accuracy,appropriateness and appeal in language communication and adapts to the audience′s psychological demands so as to publicize and promote products more effectively.This paper extends and optimizes the study of commercial advertising language in the period of the Republic of China and provides references for the construction of brand image and commercial publicity in current corporations.