顺应论视角下英文化妆品说明书中的语用预设研究

An Adaptation-theoretic Study of Pragmatic Presupposition in English Cosmetic Instructions

语用预设作为一种语用策略经常用于广告语篇中,本文旨在探讨其在英文化妆品说明书中的使用和分类情况,并用Verschueren的语言顺应论分析商家选择使用语用预设策略的原因和动机。研究发现,商家在化妆品说明书中经常使用语用预设,其中以状态预设为主。商家选择在化妆品说明书中使用语用预设是为了顺应消费者的心理世界、社交世界和物理世界,从而实现化妆品的销售目标。

Pragmatic presupposition as a kind of pragmatic strategy is frequently used in advertising discourse. This thesis intends to discuss the use and classification of pragmatic presupposition in English cosmetic instructions and then analyzes the reasons and motivations for sellers to use them. It finds that it is common for sellers to use pragmatic presupposition in cosmetic instructions, among which state-oriented presupposition is preferred most. Sellers choose to use pragmatic presupposition in cosmetic instructions is to comply with the mental world, social word and material world of consumers so as to promote the sales of cosmetics.