Abstract

Advertising language is a very normal language phenomenon in the daily life. In recent years, there has been a growing interest in the study of advertising language, especially the study of application of pragmatic presupposition in advertising language.
This thesis mainly discusses the application of pragmatic presupposition in English advertisements. The four features of pragmatic presupposition are unidirectionality, common ground or mutual knowledge, subjectiveness and latency. And because of these features, pragmatic presupposition is always used to enhance the persuasiveness of advertising language. This study will analyze four kinds of presupposition: existential presupposition, factive presupposition, belief presupposition and state presupposition, to describe the application of pragmatic presupposition in English advertisements.

Key Words: pragmatic presupposition  advertising language  feature  classification

摘  要

广告语言是日常生活中经常见到的一种语言形式。近年来，人们越来越重视广告语言，特别是广告语言中预设的应用更是引起了人们的关注。预设在广告语言中起着十分重要的作用:通过预设，读者会意识到广告中宣传事物的存在及意义。
本文主要探讨了语用预设在英语广告中的应用。语用预设具有单向性、共知性、主观性和隐蔽性等特点。这些特点使得预设现象经常被用来增强广告的说服力。本文还在对语用预设分类的基础上，从存在预设、事实预设、信念预设和状态预设等角度研究了语用预设在广告语言中的应用。

关键词：语用预设  广告语言  特性  分类

1 Introduction
In our economic society, advertisements have penetrated into every corner of our life and they play a very important role. So people pay more attention to the advertising language.
Advertising is a communicative act which is full of strategies. And pragmatic presupposition is one of the advertising strategies. Presupposition began to enter the field of linguistics in 1960s and it was first pointed out by Robert Stalnaker. Then in Gottlob Frege’s On Sense and Reference, he came out with the idea: “If anything is asserted there is always an obvious presupposition that the simple or compound proper names used have a reference．