Pragmatic Default Language Of Advertising Misleading

With the rapid development in economy of China, advertisement has became an integral part in daily life. Advertising language, as the soul of advertising, plays a vital role to advertisement. Because of its particularity, pragmatic presupposition has become an important language strategy to make an achievement in advertisement in the increasingly competitive advertising market for more and more advertising designers. Driven by profit, advertising production unit is making the best use of the function of initiative of the pragmatic presupposition to improve the competitiveness of their products; At the same time, the hidden features of pragmatic presupposition are also used by some unscrupulous businessmen to create advertising information which will mislead the consumers. This article focuses on introducing the use of pragmatic presupposition in advertising, and emphasizing on studying the misleading of pragmatic presupposition used in advertisement. With many examples, and by the analysis the role of the functional characteristics of the pragmatic presupposition in advertising language, combining with a large number of cases, this article studies the misleading of pragmatic presupposition; analyses the reasons which cause the misleading, the impact of which on the whole Society; and puts forward the corresponding solutions to the problem so as to help the creation of advertising practitioners and the numerous customers to learn a little in their consuming behaviours.