论广告语设计中的语用预设策略使用

An Introduction to Using Strategies of Pragmatic Presupposition in Designing Advertising Language

作为语用学研究的一个重要方面,语用预设因其共知性、合适性、单向性、主观性和隐蔽性等特征在广告语设计中受到青睐。语用预设的巧妙使用不但能增加广告本身说服力,而且彰显广告语的功能特征,从而使广告语设计既能使广告主满意又能够使吸引消费者注意,从而达到广告的预期效果。

As one important aspect in the pragmatic study, pragmatics presuppositions are greatly admired by the designer of advertising for its functional properties of the pragmatic presupposition including mutual knowledge, felicity, undirectionality, subjectivity and elusiveness. Its ingenious application can make the advertising language more persuasive and convincing and highlight the functional properties of advertising language. Thereby, the designed advertising not only satisfies the requirements of the advertisers but also attracts the eyes of the customers.