Presupposition Analysis In Advertising English

This paper gives a tentative analysis of working mechanism of presuppositions in advertising English by referring to the historical background and theoretical background of the study of presupposition, which, as the name implies, is a necessary precondition for the processing of any communication.In modern society, advertising plays a very important role in people's daily life. That is to say, today we can not imagine the world without so much advertising around us. The language of advertising is basically persuasive, therefore all possible means, linguistic or non-linguistic, have been adopted by advertisement writers to serve the purposes of adverting. As a very important topic in linguistics especially in pragmatics, presupposition is frequently employed in order to enhance the effects of persuasion in advertisements because of its own special properties and characteristics.The paper, which is based on the combination of qualitative and quantitative study, shows that presupposition phenomenon is closely connected with the language of advertising, the information of advertising, the discourse of advertising and the strategy of advertising. That is to say, presupposition is an important component of the overall message in advertising and plays an irreplaceable part in fulfilling the ultimate purposes of advertising.