Abstract and Key Words

Abstract: Advertising exists almost everywhere in our realistic life, which has become an important part of the social and cultural communication. From the aspect of pragmatics, advertising language as a persuasive language has the goal of informing consumers of the advertised products or services, and eventually persuading them to take purchase action. The advertisers adopt all possible means to achieve the purpose of advertising. And presupposition is one of the very important language tools. This study attempts to explore the function of presupposition in advertising language to find out the positive roles presupposition played in helping advertising achieve its persuasion goal. It can help advertisers have a better understanding and skilful use of language strategies to serve the purpose of advertising.

Key words: presupposition; English advertising; pragmatic

摘要：广告在我们的现实生活中无处不在，它已成为现代社会文化交流的一个重要组成部分。从语用角度来讲，广告语言是一种说服性言语行为，其最终目的是向潜在的顾客群体传递产品或服务信息并最终劝说人们实施购买行为。广告撰写人尽可能地采用一切语言和非语言技巧来实现广告的传递和说服的双重目的，预设就是其中一个非常重要的语言工具。本文尝试研究预设在广告中的功能，揭示预设在帮助广告达到其劝说目的中的积极作用。希望本文能帮助广告人更好的理解并熟练的运用相关语言策略来达到广告的目的。

关键词：预设; 英语广告; 语用

1. Introduction
With the advancement of the society, the role of advertising is becoming increasingly important in modern society. Advertisers use it to make their products or services publicly known and ultimately move consumers to buy. National economy needs advertisements for its development. Enterprises need advertisements for inter-enterprise competition, market occupation and sale promotion. People in general need advertisements for helping choosing commodities and for enrichment of spiritual life. Therefore it is no exaggeration to say that advertisements exist in almost everywhere in our life. It has become a major part of the social and cultural communication. Advertising language is a kind of persuasion; its purpose is to transfer product and service information for the potential customers and eventually to persuade them to buy the advertised product. The advertising language, as the most important tool of communication in advertising, plays a crucial role in realizing the goal of communication.