Advertising Default Study

With the rapid development of world economy and the intense information communication, as a special kind of culture, advertisements have penetrated into every aspects of our daily life and become indispensable means of information communication.Basically, advertising language is a kind of persuasive language and its purpose is to persuade the consumers to buy the products or services. In fact, attractive advertisements do not always directly state the good qualities of the products, but often suggest the characteristics of the products to the consumers in an indirect and flexible way. Due to its special features, presupposition always conveys implied meanings to the recipients in a flexible way. Therefore, presuppositions are frequently employed by the advertisement designers to increase the persuasive effect of the advertisements.On the basis of studying other scholars' theories, this thesis is trying to make a detailed and comprehensive analysis of the presupposition in advertising language. Starting with the common features of presupposition and advertisements, at the same time, by analyzing a large number of advertisement cases, this thesis tries to make a comprehensive study on the presupposition in advertising language from several aspects, including its classification, characteristics and special functions in advertising discourse. The purpose of this thesis is to offer some help to the use and employment of advertising language.