香水英文广告的语用预设分析_英语论文

A Pragmatic Analysis of Presupposition in English Perfume Advertisements

摘要

语用预设常被广告商运用到广告语设计中，以达到增加广告语说服性的效果。目前，众多研究者虽然对语用预设在不同广告领域中的运用进行了大量研究，但针对香水英文广告语的研究并不多。本文结合大量国际知名品牌的香水英文广告语，分析了语用预设在其中的运用，旨在帮助读者更好地了解语用预设在香水广告中的运用，并能快速辨认出香水广告中的有效信息。

论文分为四章，第一章主要介绍语用预设的定义以及语用预设的特点。第二章以香奈儿、雅思兰黛等英语香水广告为例，从事实预设、信念预设、状态预设和行为预设四种类型的语用预设出发，具体探讨语用预设在香水英文广告语中的运用。第三章着重分析语用预设的语用触发语及其在香水英文广告语中的体现。第四章着重阐述语用预设在香水英文广告中的作用。最后为结论部分，论文在回顾全文的基础上进行总结，得出以下结论：香水英文广告语中运用了大量的语用预设。其中，事实预设、信念预设、状态预设和行为预设是香水广告语中常见的语用预设类型。上述语用预设的运用使香水广告语更为简洁、更具说服性、吸引力以及更加委婉。

关键词：香水英文广告；语用预设；语用触发语

Abstract

Pragmatic presupposition is often used by advertisers in designing advertising slogans for a better convincing effect. At present, there are many researches on pragmatic presupposition in different advertisements. However, few studies focus on the English perfume advertisements. Based on many examples of perfume advertisements from famous international brands, this paper analyzes pragmatic presupposition in English perfume advertisements，aiming to help readers better understand pragmatic presuppositions applied in perfume advertisements and quickly identify the useful information in perfume advertisements. 

This paper is divided into four chapters. The first chapter mainly introduces the definition and characteristics of pragmatic presupposition. In chapter two, taking a number of slogans as examples like Chanel and Estee Lauder, it discusses pragmatic presupposition in English perfume advertising language according to four kinds of pragmatic presupposition including fact presupposition, belief presupposition, state presupposition and behavior presupposition. Chapter three primarily studies presupposition triggers and its application in English perfume advertisements. The functions of pragmatic presupposition in English perfume advertisements have been discussed in chapter four. Lastly, based on reviews and summary of this paper, the conclusion is drawn: a number of pragmatic presuppositions have been used in English perfume advertisements, especially fact presupposition, belief presupposition, state presupposition and behavior presupposition. And the application of pragmatic presupposition mentioned above makes English perfume advertising language more concise, persuasive, attractive and euphemistic. 

Key words: English perfume advertisements; pragmatic presupposition; triggers