| In this era of rapid development in society and economy, advertisement has gained a more and more important place in our daily life. Advertising is an art of commerce for commercial purposes, which focuses on propaganda to stimulate consumer purchasing desire. The language for advertising, which should be as direct, easily accepted and infective as possible, plays an important role in advertising.Presupposition is an objective and pervasive phenomenon in natural language. It is a kind of information which has been understood by both sides in communication, or at least was thought by one side to be known without emphasizing again. It is a so-called self-evident thing. Presupposition plays an important role in understanding the meaning of sentences and in using sentences.Presupposition has been widely used as a mean and language skills in advertising language. Based on the Chinese advertising language corpus and a large number of cases that have been collected and sorted out, this paper deeply analyze and discuss the application of presupposition in advertising language, by integrating the description with explanation, and listing with analyzing, with a combination with the relevant theories in semantics, pragmatics and social psychology and so on.Firstly, this paper clearly describes the concept of presupposition, summarizes the definitions and characteristics about semantic presupposition and pragmatics presupposition. Secondly, combining with the cases of Chinese advertising language, the paper discusses the application of semantic and pragmatic presupposition in advertising language respectively. Especially, on the basis of referencing and integrating scholars'research results, a new understanding about the standards of categorizing and types of dividing presupposition comes out. And then, about the different types of presupposition, the paper chooses several examples to prove and discrime. Finally, the paper reveals the important effects of presupposition in advertising language. |
PDF Full Text Request