Advertisements,as an important business strategy,are now ubiquitous.As a kind of strategy of language expression,pragmatic presupposition plays an extraordinarily important role in advertising.Based on many classical ...Advertisements,as an important business strategy,are now ubiquitous.As a kind of strategy of language expression,pragmatic presupposition plays an extraordinarily important role in advertising.Based on many classical cases of Chinese and English advertisements,this paper is aimed to discuss and analyze the types and features of pragmatic presupposition.The findings of this paper will provide advertisement producers with theoretical knowledge and practical strategies about how to apply pragmatic presupposition to create effective and persuasive advertisements which can really catch the eyeballs of consumers.展开更多
Of the two types of pragmatic presuppositions to produce humor,i.e.,generation of pragmatic presuppositions and defeasibility of pragmatic presuppositions,the latter one receives particular attention because of its un...Of the two types of pragmatic presuppositions to produce humor,i.e.,generation of pragmatic presuppositions and defeasibility of pragmatic presuppositions,the latter one receives particular attention because of its unique humorous effect.Further analysis reveals that defeasibility occurs in context conflicts and in the deliberate interpretation of utterances’literal meaning by the listener.展开更多
The advertisement has been widely utilized as a vital vehicle for information delivery,which highly requires the effects of persuasion with the proper use of pragmatic presupposition.In recent years,scholars have adop...The advertisement has been widely utilized as a vital vehicle for information delivery,which highly requires the effects of persuasion with the proper use of pragmatic presupposition.In recent years,scholars have adopted diversified perspectives in the study of advertising discourse,but the research aimed at specific fields of advertisements is scattered,repetitive,and segmented.Hence,the corpus in this paper mainly comes from newspapers and magazines in the early years.This paper collects Chinese and English perfume advertisements from the official website,online flag-ship stores,and magazines of perfume advertising.The pragmatic presupposition in perfume advertisements is analyzed in three aspects through the definition and exemplification.Besides,the positive and negative influences of the perfume pragmatics are discussed to provide instruction for further study on the advertising language.展开更多
Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heate...Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heated debates not only among the general public,but also in the academic sector.This study is focused on the pragmatic presuppositions in Chinese anti-pandemic slogans.By adopting a mixed approach(quantitative and qualitative),it finds that six types of pragmaticpresuppositions are used inChinese anti-pandemic slogans.Among them,the behavioral presuppositionsrank first in frequency of use,factive presuppositions second,stative presuppositions third,belief presuppositions fourth,cultural presuppositions fifth and emotional presuppositions sixth.The pragmatic presuppositions of these slogans can serve four major functions,which are persuading people to act properly,spreading scientific knowledge,warning people against wrongdoings and bolstering people’s confidence.However,there are sporadic occurrences of misusing pragmatic presuppositions in the so-called“hardcore”slogans.This study concludes that knowledge of pragmatic presuppositions is essential to a correct understanding and a proper creation of Chinese anti-pandemic slogans.展开更多
文摘Advertisements,as an important business strategy,are now ubiquitous.As a kind of strategy of language expression,pragmatic presupposition plays an extraordinarily important role in advertising.Based on many classical cases of Chinese and English advertisements,this paper is aimed to discuss and analyze the types and features of pragmatic presupposition.The findings of this paper will provide advertisement producers with theoretical knowledge and practical strategies about how to apply pragmatic presupposition to create effective and persuasive advertisements which can really catch the eyeballs of consumers.
文摘Of the two types of pragmatic presuppositions to produce humor,i.e.,generation of pragmatic presuppositions and defeasibility of pragmatic presuppositions,the latter one receives particular attention because of its unique humorous effect.Further analysis reveals that defeasibility occurs in context conflicts and in the deliberate interpretation of utterances’literal meaning by the listener.
文摘The advertisement has been widely utilized as a vital vehicle for information delivery,which highly requires the effects of persuasion with the proper use of pragmatic presupposition.In recent years,scholars have adopted diversified perspectives in the study of advertising discourse,but the research aimed at specific fields of advertisements is scattered,repetitive,and segmented.Hence,the corpus in this paper mainly comes from newspapers and magazines in the early years.This paper collects Chinese and English perfume advertisements from the official website,online flag-ship stores,and magazines of perfume advertising.The pragmatic presupposition in perfume advertisements is analyzed in three aspects through the definition and exemplification.Besides,the positive and negative influences of the perfume pragmatics are discussed to provide instruction for further study on the advertising language.
基金This research was funded by the Social Science Foundation of Soochow University(Grant Number:NH33711320)the Higher Education Teaching Reform Foundation of Soochow University(Grant Number:5731502420).
文摘Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heated debates not only among the general public,but also in the academic sector.This study is focused on the pragmatic presuppositions in Chinese anti-pandemic slogans.By adopting a mixed approach(quantitative and qualitative),it finds that six types of pragmaticpresuppositions are used inChinese anti-pandemic slogans.Among them,the behavioral presuppositionsrank first in frequency of use,factive presuppositions second,stative presuppositions third,belief presuppositions fourth,cultural presuppositions fifth and emotional presuppositions sixth.The pragmatic presuppositions of these slogans can serve four major functions,which are persuading people to act properly,spreading scientific knowledge,warning people against wrongdoings and bolstering people’s confidence.However,there are sporadic occurrences of misusing pragmatic presuppositions in the so-called“hardcore”slogans.This study concludes that knowledge of pragmatic presuppositions is essential to a correct understanding and a proper creation of Chinese anti-pandemic slogans.
