Abstract

Advertisement is everywhere in our daily life and it plays an important role when customers decide whether to buy the product. Many scholars analyze them from the perspective of literature, practical writing, and rhetoric study. However, advertisement language has its own functions and goals which constitute its uniqueness.
This paper chooses to study the cosmetic advertisement language from the perspective of pragmatic presupposition. It is found that different kinds of pragmatic presupposition underlie many cosmetic advertisements, including factive, belief, state and behavior presupposition. The variety of pragmatic presupposition serves to make the advertising language concise, humorous and implicit. In addition, it is found that pragmatic presupposition can also achieve the euphemism, concealment and persuasion functions.
   
Keywords: Advertisement language; Semantic presupposition; Pragmatic presupposition

摘要

广告充斥着我们的日常生活，并对消费者购买产品的决定起了功不可没的作用。很多人对广告语言从文学、应用文、修辞学的角度进行分析、研究。然而，事实上广告语言因其独特的作用（表意和审美）、目的（包括经济效益和社会效益），而具有极大的特殊性。
本文选择从语用预设这一角度对化妆品广告语言进行研究。我们发现，化妆品广告中存在不同种类的语用预设，包括事实预设、信念预设、状态预设和行为预设。不同的预设使得广告简洁、幽默、委婉。此外，语用预设可以达到委婉、隐藏性、和说服等功能。
 
关键词：广告语；语义预设；语用预设