英语化妆品平面广告的语用预设研究_英语论文

A Study of Pragmatic Presupposition in English Print Cosmetic Advertisements

摘要

随着经济全球化的发展，广告成为商业信息交换的重要途径。广告是劝说性语言，其目的不仅是传递商品信息，而且要提高潜在受众的兴趣并使之实施购买行为。广告商和厂家通过使用具有吸引力、劝说性的广告比直接推销商品获得更多的收益。语用预设因其特殊的性质而被广泛使用。广告商和厂家通过在广告中使用语用预设这一语言策略来引发受众的诉求而达到他们的销售目的。

本文使用英语化妆品平面广告作为研究对象，通过分析不同类型的语用预设在化妆品平面广告中的应用，了解语用预设的工作机制及其在广告设计中的重要作用。通过分析广告实例指出语用预设的功能，揭示广告设计策略。希望本研究能够帮助受众理性选择适合自己的化妆品，同时，也希望能帮助广告设计者通过更有效地利用语用预设这一语言策略，设计出更科学、更具有吸引力的广告。

关键词: 语用预设； 英语化妆品平面广告； 功能； 策略

Abstract

With the development of the global economy, advertisements are indispensable to transmit commercial information. Advertising language is persuasive with the purpose of informing potential audience and arousing their interests to take purchasing actions. Advertisers and manufacturers can make much more profit by means of using attractive and persuasive advertisements instead of just exaggerating their products directly. Because of the characteristics of the pragmatic presupposition, it is widely used by advertisers. 

In this thesis, a great number of English print cosmetic advertisements are collected. The thesis lays emphasis on analyzing the application of different types of pragmatic presupposition in advertisements and the working mechanism of pragmatic presupposition as well as its important effects. By analyzing cosmetic advertisements employing four types of pragmatic presupposition, the writer points out its functions of pragmatic presupposition and summarizes strategies to deal with advertisements. This study can help audience to choose appropriate cosmetic products and advertisers to design more scientific and attractive advertisements by using pragmatic presupposition. 

Keywords: pragmatic presupposition  English print cosmetic advertisements  functions  strategies

Contents

Acknowledgements I

Abstract II

摘 要 III

Chapter One Introduction 1

1.1 Research Background 1

1.2 Research Methodology and Date Collection 1

1.3 Research Significance and Purposes 1

1.3.1 Research Significance 1

1.3.2 Research Purposes 2

1.4 Structure of the Thesis 2

Chapter Two Literature Review 3

2.1 Introduction of Advertisements 3

2.1.1 Definition of Advertisements 3

2.1.2 Functions and Objectives of Advertisements 3

2.1.3 The Classifications of Advertisements 3

2.2 Introduction of Pragmatic Presupposition 4

2.2.1 Definition of Pragmatic Presupposition 4

2.2.2 The Classifications of Pragmatic Presupposition 4

2.2.3 The Characteristics of Pragmatic Presupposition 4

2.3 Previous Studies of Pragmatic Presupposition in Advertisements 5

Chapter Three Analysis of Pragmatic Presupposition in English Print Cosmetic Advertisements 6

3.1 The Relationship between Pragmatic Presupposition and English Print Cosmetic Advertisements 6

3.2 Application of Pragmatic Presupposition in English Print Cosmetic Advertisements 6

3.2.1 Application of Factive Presupposition in English Print Cosmetic Advertisements 6

3.2.2 Application of Belief Presupposition in English Print Cosmetic Advertisements 7

3.2.3 Application of Behavior Presupposition in English Print Cosmetic Advertisements 8

3.2.4 Application of State Presupposition in English Print Cosmetic Advertisements 9

3.3 Functions of Pragmatic Presupposition in English Print Cosmetic Advertisements 10

3.3.1 Making Advertising Language More Concise 10

3.3.2 Making Advertising Language More Attractive and Interesting 11

3.3.3 Making the Advertising Language More Persuasive 11

3.4 Strategies of Presupposition in English Print Cosmetics Advertisements 12

3.4.1 By Means of Avoiding Sensitive Vocabularies 12

3.4.2 By Means of Avoiding Absolute Language 12

3.4.3 By Means of Avoiding Exaggerating Words 13

Chapter Four Conclusion 14

References 16