A Pragmatic Analysis Of Presupposition In English Cosmetic Advertising Language

As a special kind of utterance and means of communication,advertising language has been a hot spot in pragmatics in recent years.The advertising language as a special kind of persuasive language, aimsto pass the information of the advertised products to the potentialconsumers and finally persuade them to take purchasing actions. Thereare some characteristics of pragmatic presupposition, namelyunidirectionality, subjectiveness and appropriateness. Thesecharacteristics can strengthen the persuasiveness of advertising language.The author is going to analyze presupposition in English cosmeticadvertising language from the pragmatic perspective, trying to explainwhy pragmatic presupposition is adopted by the advertisers and elaboratethe functions of pragmatic presupposition in cosmetic advertisinglanguage.On the basis of the predecessors’ research findings, the author attempts to study presupposition in advertising language with qualitativeanalysis. First, the basic notions and characteristics of cosmeticadvertising language will be introduced, then the generative mechanismof presupposition will be analyzed, based on the psychology of thepotential consumers, the author divides pragmatic presupposition intofive types and makes a qualitative study of the advertising language.From the analysis of advertising language, it is found that pragmaticpresupposition functions prominently. Pragmatic presupposition makescosmetic advertising language more concise, interesting, euphemistic andattractive.The employment of pragmatic presupposition makes advertisinglanguage more persuasive, it is hoped the present research could help theadvertisers to get a better understanding of pragmatic presupposition anduse pragmatic presupposition tactfully and properly in advertisinglanguage, it is also hoped the readers could recognize the usefulinformation of advertisement and enjoy the special kind of communication.