摘要

在信息高速发展的21世纪，我们每天都能看到各式各样的广告。广告是一种特殊的沟通交流方式，意在说服顾客购买产品。如何通过语言文字，使广告中的信息被大众所接受、所信服，从而让其产生欲望来购买，这也是广告存在的意义，而使广告拥有这种能力的最主要的因素是语用预设。能否灵活运用语用预设关系广告的成功以及产品的销量。本文根据语用预设的特征和类型来分析语用预设在广告中的运用，并提出相应的应用策略。

关键词：语用预设；广告；应用策略

Abstract

With the development of technology, advertisements can be found everywhere. Advertisement is a special kind of communication way and the aim is to persuade customers to purchase advertised product. How to persuade customers to buy the products through language and the context of advertisement is the significance of the advertisement. The application of presupposition in advertisement has great impact on the product sales. Based on the features and types of presupposition, the thesis is to analyze the application in advertisement and put forward effective strategy.

Key words: pragmatic presupposition; advertisement; strategy

1. Introduction
With the rapid development of information, advertisements can be found everywhere—in place you never expect them to be and in situations where you may not even realize you are seeing one. There is sufficient reason to believe that our life is more or less influenced and changed by these advertisements in modern society. So, what is advertisement? Encyclopedia Britannia defines advertisement as follows:
The techniques used to bring products, services, opinion or cause to public notice for the purpose of persuading the public to respond in a certain way towards what is advertised.In many countries, advertisement is the most important source of income for media through which it is conducted.
Generally speaking, advertisement gives the information about product or service or something to the public through specific channels. Thus, Advertisers will use every possible means to catch people’s attention to achieve their expected purpose.