关联理论视角下的汽车广告语语用预设研究

A Study on Pragmatic Presupposition in Vehicle Advertising from the Perspective of Relevance Theory

语用预设,是指实施某一言语行为所需要满足的恰当条件。预设不构成话语的语句意义,只是为运用话语创造基础,使言语活动能达到交际的目的。预设是一种与人的认知分不开的语用推理,在广告语中很常见,预设的巧妙运用可以使简短的广告文字传递更多的信息,增强广告的促销功能。该文从关联理论出发,分析了汽车广告语中的语用预设,该文认为,关联理论可以为语用预设的研究提供一个新的视角,关联理论以认知语境,明示——推理和最佳关联为手段,可揭示语用预设的相关信息,通过对汽车企业广告语的研究,可以为汽车广告语的撰写提供一些参考。

Pragmatic presupposition refers to the proper conditions that can fulfill the implementation of certain speech acts.Pre supposition does not constitute the utterance meaning,but only create the foundation for performance,which can make the com munication achieve their communication goals.This paper points out that relevance can provide a new perspective for the study of presupposition.Presupposition is inseparable with human cognitive pragmatic reasoning,and is very common in advertising.Pragmatic presupposition can convey more information with brief description,thus can enhance the advertising promotions.This paper analyzes the pragmatic presupposition of vehicle advertising from the perspective of Relevance Theory.Relevance Theory can be used to reveal the relevant information about pragmatic presupposition,by means of cognitive context,ostensive-infer ence and optimal relevance.This paper can provide some inference for the advertisement-making,by means of the research on vehicle advertising.