语用预设在广告语中的应用  

The Application of Pragmatic Presupposition in Advertising Language

作　　者：闫毓芳[1] 杨惠丽[1] 

机构地区：[1]中北大学人文社会科学学院,山西太原030051

出　　处：《山西农业大学学报（社会科学版）》2007年第2期200-202,共3页Journal of Shanxi Agricultural University:Social Science Edition

摘　　要：预设是语用学研究中的一个重要概念。结合语用学知识,从语用预设在广告语中表现出的特征、分类以及功能三个方面进行了论述。通过论述,进一步说明不同类型的预设能从不同的角度服务于广告。语用预设为广告语发挥最大功效提供了可能性,从而成为广告制作者非常青睐的语言策略之一。Presupposition is an important notion in pragmatics. Based on pragmatics, the features, types and functions of pragmatics presupposition in advertising language are discussed in the article. Different types of presupposition can serve advertisement from various aspects. Pragmatics presupposition offers the possibility of displaying its utmost function of advertising language. Thus, it becomes one of the popular verbal strategies for advertisement designers.

关 键 词：广告语 语用预设 应用 

分 类 号：H030[语言文字—语言学]