A Study On Presupposition In Chinese Alcohol TV Advertising Language

Nowadays, Advertising campaign has become an important andindispensable part of modern society. As a kind of persuasive language, advertisinglanguage is one of the most important communication factors in the advertisingcampaign. By passing the recommended commodity information and some serviceconcepts, the ultimate goal of advertising language is persuading potential consumers toaccept products’ information or ideas and buy products. In order to achieve the goal,advertisers often take various strategies to make advertising language more attractive.Presupposition is one of them.Presupposition was first a philosophical concept. It is first put forward by theGerman philosopher and mathematician Gottlob Frege in1892. In his artcle “On Senceand Reference”, Frege use the concept of presupposition to explain some phenomena ofsemantic logic. In1960s and1970s, presupposition, as an important concept in the fieldof linguistics, started to attract growing attention from linguists.The main body of this paper contains six parts. The first and second parts are mainlyabout the topic selection of thesis, the presupposition and advertising language. Itintroduces the definition of advertising language, the concept and the classification ofpresupposition and classification briefly. The third part analyzes the presuppositiontrigger from the perspective of vocabulary, syntax and phonetics. It concludes that thesemantic presupposition trigger language level on the function sequence is: vocabularytrigger language-voice trigger language-syntax trigger. The forth part classifies thepresupposition trigger in advertising from the aspect of pragmatics presupposition. Thefifth part summarizes and generalizes the function of presupposition in advertising. Thesixth part is the conclusion, which summarized the full text.