简析广告英语中的语用预设  

A Brief Analysis of Presuppositon in Advertising English

作　　者：高珍[1] 

机构地区：[1]苏州科技学院天平学院,江苏苏州215009

出　　处：《吉林省教育学院学报》2011年第4期130-132,共3页Journal of Jilin Provincial Institute of Education

摘　　要：广告商正是通过语用预设的合适性与共知性,大量利用可能预设、存在预设、事实预设、词汇预设和结构预设等手段,实现宣传商品,并吸引消费者购买之目的。This paper, taking some advertisements in Reader＇ s Digest for example, analyzed pragmatic presuppositon in advertising English with the theory of pragmatic presupposition, . It follows the conclusion that appropriateness and mutual knowledge of pragmatic presupposition contribute successfully to the publicity and sales of the target products. The frequently used types of presuppositon in advertising English are ： potential presupposition, existential presupposition, factive presupposition, lexical presupposition, and structural presuoposition.

关 键 词：广告英语 语用预设 合适性 共知性 

分 类 号：G642.0[文化科学—高等教育学]