广告用语中语用预设特征的应用  

The Application of Pragmatic Presupposition

作　　者：刘瑾[1] 程雨丝[2] 舒伟斌[3] 

机构地区：[1]江西赣江职业技术学院人文与艺术学院,江西南昌330108 [2]河北大学外国语学院,河北保定071000 [3]江西科技师范学院艺术系,江西南昌330038

出　　处：《南昌高专学报》2010年第3期39-40,46,共3页Journal of Nanchang Junior College

摘　　要：本文从语用预设的三个主要特征:可撤销性,共知性和隐蔽性的角度分析广告语言,以及这些特征如何使广告语言具有吸引力和说服力。除了这三个相对显著的特征,语用预设还会结合其他一些特点,如主观性,单向性和合适性,来达到广告预期效果。根据可撤销性,可以将广告分为语用预设可撤销类型和不可撤消类型,还可以根据语用预设在共同性和隐蔽性上的不同侧重分为两类。另外,本文将共同性与文化语境,隐蔽性与情景语境结合起来,从语用预设各个特点的角度对广告用语的特点进行了较整体性的研究。The paper analyzes the features of advertising language from the three main characteristics of pragmatic presupposifion--defeasibility, common ground and implicitness. According to the defeasibility, the advertisement can be divided into those whose pragmatic presupposition can be cancelled and those can not be cancelled. Moreover, it can also be i classified according to different emphasis on either common ground or implicitness. Additionally, the general investigation of the characteristic of advertisement is made through connecting the common ground with cultural context, and implicitness with situational context.

关 键 词：语用预设 可撤销性 共知性 隐蔽性 

分 类 号：H030[语言文字—语言学]