预设在广告英语中的运用  

The Application of Advertisement Language in Presupposition

作　　者：孙艳[1] 

机构地区：[1]中北大学人文社科学院,山西太原030051

出　　处：《山西农业大学学报（社会科学版）》2006年第4期401-402,410,共3页Journal of Shanxi Agricultural University:Social Science Edition

摘　　要：随着经济全球化的日益加强,各国的经济往来日益频繁。进出口商品的英语广告的目标就是吸引消费者的眼球,为此商家在广告英语上精雕细琢。广告英语作为一种特殊的英语应用方式,体现了英语语用特点。如何应用英语语言在广告中发挥作用,对于商家来说很重要。从语用学的角度,将预设应用于广告英语中进行分析,分别从存在预设、事实预设、词汇预设、结构预设四方面来讨论广告英语的制作,目的在于探讨如何发挥广告英语的语用作用。With the strengthening of globalization, the economic interactions among the countries have become more and more frequent. The English ads of import and export goods are only for attracting the consumers. So the producers must do much in the English language of the ad. The English ads show the pragmatic characteristics of the English language as a special applying method of English, How to apply the English language in ads is very important for the producers. From the pragmatics, the paper applies the presupposition in the English ad to analyze the English language of ads. We discuss the making of English ads from four aspectsxistential presupposition, factual presupposition, lexical presupposition, and structural presupposition to explore how to play the pragmatic functions of English ads.

关 键 词：广告英语 存在预设 事实预设 词汇预设 结构预设 

分 类 号：H315.9[语言文字—英语]