文体学教程结业论文：广告中的预设及其功能分析

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1、文体学教程结业论文广告中的预设及其功能分析学院：外国语学院姓名：孟慧学号:310714010212AbstractAdvertisementiseverywhereinthecurrentworld.Whetherwelikeitornot,realizeitornot,variouskindsofadshavealreadyinfluencedusgreatly.Advertisementhasbecomeoneofthemostimportantcomponentsofthemoderneconomyandlifeanditiscloselyconnectedw

2、iththeeconomyglobalization,nationaleconomy,thedevelopmentofenterprisesaswellasoureverydaylife.Asmoreandmorepeoplerealizetheimportanceandnecessityofadvertisement,economists,artistandpsychologistallpaymuchattentiontothestudyofadvertisement.Inmodernsociety,advertisingplaysaveryimportantro

3、leinpeople’sdailylife.Thelanguagenadoptedbyadvertisementwriterstoservethepurposesofadvertising.Asaveryimportanttopicinlinguistic,especiallyinpragmatics,presuppositionisfrequentlyemployedinordertoenhancetheeffectsofpersuasioninadvertisementsbecauseofitsownspecialproperties.Thereexistsom

4、erelationsbetweenpresuppositionandadvertisinglanguage.Thispapergivesabriefintroductionofpragmaticpresuppositionandanalyzesitsfunctionsinadvertising.Theemphasisofthispaperisplacedonpresuppositionanditspragmaticfunctionsofadvertisinglanguagefromthreeanglea:presuppositionandadvertisementi

5、nformation,presupppositionpsychologyandmarketstraegiesofadvertisements.Keywords:presupposition,advertisinglanguage,pragmaticpresuppositionfunction,Chapter1briefintroductionofpresuppositionPresuppositionisasubjectwidelystudiedbylinguistitsnowadays,butactuallyitisfirststudiedbyphilosophe

6、rsandlogicians.Variousopinionsexistaboutthedefinitionofpresuppositionbydifferentlinguists.Duringthedailycommnication,ithappensthatspeakersassumecertaininformationisalreadyknown:suchinformationwillgenerallynotbestatedandconsquentlywillcountaspartofwhatiscommunicatedbutnotsaid.Thetechnic

7、alterm‘presupposition’and“entailment’areusedtodescribtwodifferentaspectsofthiskindofinformation.Apresuppositionissomethingthespeakerassumestobethecasepriortomakinganutterance.Speakers,notsentences,haveentailments.Therearetwobasictypesofpresupposition:semanticpresuppositionandpragmati