Pragmatic Analysis On English Commercial Advertising-Salience

English commercial advertisements have attracted more and more experts and scholars' attention due to their important roles. What is more, they have also brought attention to linguists. Some linguists have been making studies on commercial advertising language, one of the most important elements of commercial advertisements, aiming at finding out the basic rules of advertising language, hence to give theoretical and scientific guidance for the designing of commercial advertisements, and to help commercial advertisements achieve their ideal goals.To study commercial advertising language from the perspective of salience is a new approach in recent years. Jef Verschueren points out in his UNDERSTANDING PRAGMATICS that there exist some relations between salience and commercial advertising language. He categorized the salience into mind in society;perception and representation, planning, memory. His studies laid a good foundation for the present study. The present paper considers that there are some positive factors for salience in commercial advertising language. Therefore, the cut-in point of this paper is the interrelationship and characteristic between commercial advertisement and salience. Then expounds and analyzes the pragmatic functions that salience has applied in commercial advertisements from three views: salience and form of commercial advertising language;salience and linguistic characteristics commercial of advertising language;and the interrelationship between salience and psychological and sociological characteristics of commercial advertisements.This thesis consists of four parts: part one makes the brief introduction of the research methodology, the problem statement and the significance of the study;Part two illustrates the relationship between salience and linguistic characteristics in terms of commercial advertising language;Part three discusses the interrelationship between salience and the psychological and sociological features of commercial advertising language;Part four makes a conclusion and summarizes the main viewpoints of the paper--salience makes the commercial advertising language more influencing andrealizes the ideal goals of commercial advertisement.