The Study Of Presupposition In Advertising Language

Modern society is the information society, advertisements are an important phenomenon in this age. The development of the nation economic, the competition of the enterprises, and the people's daily life are closely connected with the advertisements. Just for such an important function of it, more and more scholars makes studies on advertisements from different aspects, and linguistics began to study the language of the advertisements in different angles, aiming at finding out the basic rules and the scientific guidance for the designing of advertisements.In recent years, the studies of the advertisements have the new approaches. One is from the perspective of presupposition. Presupposition concern about the speakers and the listeners, so is the advertisement. It not only includes the purposes and the strategies of the advertisers, but also the way in which people understand the language. So it is the good way to study from this angle. On the foundation of the former researchers, the dissertation expounds and analyzes the pragmatic functions that presupposition has in advertisement from three macroscopic angles: presupposition and the form of advertising language, presupposition and the transmission of advertisement information, presupposition and strategies of advertisement. The dissertation features with incisive and detailed studies on each subject, and it features with its vast amount of Chinese advertising data and some English advertising data in the process of analysis. The author of this dissertation hopes that this dissertation can give theoretical guidance to the applying of presupposition in advertisements, and hopes that it can help advertisements achieve their goals.