Pragmatic Presupposition Employed In Advertising Discourse For Stylistic Effectiveness

In the present "Information Age", our world is inundated with advertisements, which mirror and shape our life, culture and society. With the increasing part played by advertisements, people are beginning to make much of the language of advertising. Under this circumstance, great importance has been attached to the quantitative or qualitative study of the lexical, syntactical, grammatical and rhetorical features of advertisements.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.However, at the present time, presupposition as a very familiar phenomenon in advertisements has not aroused enough attention from people, not to speak of its significant roles in advertisements. At the same time, in order to fully understand the features of advertising English, it is necessary to study presupposition. Therefore, the purpose of the present study is to try to explore the usage of various presuppositions and how it helps to achieve the persuasive function in advertising language. Efforts will be made to obtain some insightful views of the pragmatic functions of presupposition in advertising language and to interpret the results of analysis in order to cast some light on both presupposition and advertising language.Presuppositions that advertisers exploit to achieve the functions of informing and persuading and its stylistic effectiveness are the focus of the present study.This thesis gives a tentative analysis of pragmatic presupposition in advertising language by referring to the historical background and theoretical background of the study of presupposition. Due to the complex relations between presupposition and advertising language, the author adopts a qualitative method to expound and analyze the functions that pragmatic presupposition has in advertising language from four macroscopic angles: presupposition and the form of advertising language, presupposition and the discourse of advertising, presupposition and the information of...