摘要
由于广告本身的特点,决定了广告用语必须短小精练并要达到宣传目的,而预设和隐含就是广告用语中常用的两种方法。作者通过对一些有代表性的广告词的语用预设和语义预设分析以及隐含手法分析,说明运用预设和隐含不仅能扩大广告信息量,弥补短小篇幅带来的不足,而且还能吸引广告对象做出自我分析推断,避免因明示或直接断言可能招致的风险。
Advertising is characterized by brevity and conciseness in its language. Through the analysis of the language in some typical advertisements, the author finds that presupposition and implicature are frequently used and they play a positive role in helping achieve advertising goals. Presupposition and implicature can not only increase the information, but also attract the receptors to make their own inferences, thus avoiding the possible risk caused by ostention or direct assertion.
出处
《中南大学学报（社会科学版）》
2003年第2期274-277,共4页
Journal of Central South University：Social Sciences
关键词
广告用语
语用预设
语义预设
话语隐合
advertising
pragmatic presupposition
semantic presupposition
conversational implicature
