Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of econo...Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.展开更多
In modem society, advertising plays a very important role in people＇s daily life. We can not imagine the world without advertisements. Advertisers try every means to design persuasive advertisements for their product...In modem society, advertising plays a very important role in people＇s daily life. We can not imagine the world without advertisements. Advertisers try every means to design persuasive advertisements for their products by attractive patterns, photos and colors, as well as commonly shared resources of language. The use of presupposition in advertising language, which is an important topic in pragmaties, can serve the function fairly well. This paper first presents a general review of previous studies on presupposition phenomena in advertising language, then investigates the use of presuppositions in advertising language by both qualitative and quantitative analyses. By qualitative analysis, the author tries to explore the functions of each type of presuppositions in advertising texts; by quantitative analysis, 100 sentences selected from various advertisements for different products are examined.展开更多
文摘Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.
文摘In modem society, advertising plays a very important role in people＇s daily life. We can not imagine the world without advertisements. Advertisers try every means to design persuasive advertisements for their products by attractive patterns, photos and colors, as well as commonly shared resources of language. The use of presupposition in advertising language, which is an important topic in pragmaties, can serve the function fairly well. This paper first presents a general review of previous studies on presupposition phenomena in advertising language, then investigates the use of presuppositions in advertising language by both qualitative and quantitative analyses. By qualitative analysis, the author tries to explore the functions of each type of presuppositions in advertising texts; by quantitative analysis, 100 sentences selected from various advertisements for different products are examined.
