语用预设在英语广告中的应用

Application of Pragmatic Presupposition in English Advertisement

摘要

随着经济的全球化发展，英语广告在人们的日常生活中扮演着日益重要的角色。广告的主要目的是劝服消费者采取购买行为。语用预设，作为在任何交流过程中都很必要的前提，被广泛地应用在英语广告中来达到劝说目的。论文主要结合一些广为人知的英语广告分析语用预设在英语广告中的应用，包括语用预设的主要特征：共知性、隐蔽性、合适性和主观性；语用预设的四种主要类型：事实预设、信念预设、状态预设和行为预设。论文最后从语言形态和信息转换的角度分析了语用预设在英语广告中的功能。对语用预设在英语广告中的研究将对广告商和受众合理地使用语用预设产生有利的影响。

关键词：语用预设；英语广告；类型；功能

Abstract

With the development of economic globalization, English advertising plays a more significant role in people’s daily life. The main purpose of advertising is to persuade consumers to take purchase action. And pragmatic presupposition, as a necessary precondition for the process of any communication, is widely applied in English advertisements to achieve this goal. This article mainly analyses the application of pragmatic presupposition in the English advertisements with some examples of well-known English advertisements, including the primary characteristics of pragmatic presupposition, namely, the common ground, latency, suitability and subjectivity; the four main classifications, namely, factive presupposition, belief presupposition, state presupposition and behavior presupposition; and its functions from the aspects of the linguistic form and information transfer. The study of pragmatic presupposition in English advertising will benefit both advertisers and readers for the rational application of pragmatic presupposition.

Key words: pragmatic presupposition; English advertisements; classifications;functions