中英文广告语篇中的语义预设和语用预设

Sementic presupposition and pragmagtic presupposition in the Chinese and English advertising discourse

在现代的广告经济下,广告的作用不言而喻,而广告语的设计是具有策略性的。通过分析中英文广告语篇中的语义预设和语用预设,揭示语义预设稳定性、可变性和可传递性的特点以及语用预设适切性和共知性,两种预设相得益彰。同时可以更清楚地了解广告语及其策略,领略广告之语言魅力。

Under the environment of the advertising economy, it's unnecessary to depict the functions of the ads. The design of the ads is strategic. Based on the analysis of the semantic presupposition and pragmatic presupposition in the advertising discourse of both Chinese and English, the paper is helpful to help readers understand the stability, variability and transferablility of the semantic presupposition, as well as the felicity and the common ground of the pragmatic presupposition. Meawhile, it is helpful for the understanding of the strategies of advertising discourse.