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广告语言作为一种说服性语言,最终的目的是向潜在的客户群体传递产品或服务信息并最终劝说人们采取购买行为。作为一种重要的语言现象,预设由于其自身的特点,经常被广告人用来增强广告的说服力。预设在语言交流中具有重要的积极作用,它是话语的经济性、有效性、连贯性和突显性得以实现的有效手段。因此,通过对广告语篇中语用预设的含义、类型的分析和归纳,可以知道语用预设在广告语篇中所具有的独特功能。
As a persuasive language, the ultimate goal of advertising language is to deliver product or service information to potential customer groups and ultimately to persuade people to take the purchase. As an important linguistic phenomenon, presupposition is often used by advertisers to enhance the persuasiveness of advertisements due to its own characteristics. Presupposition plays an important and positive role in language exchange. It is an effective means of achieving the economic, effective, coherent and prominence of discourse. Therefore, by analyzing and summarizing the meanings and types of pragmatic prepositions in advertising discourse, we can know the unique functions of pragmatic presupposition in advertising discourse.