A Pragmatic Analysis Of Presupposition In Perfume Advertisements

Advertisement plays a crucial role as a special form of communication in people's daily life.A good advertisement includes lots of components such as visual one and audio one are included,but nothing is more effective than the advertising language.As the leading component,it can reflect immensely distinguishing features of the advertisement.By means of the advertising language,advertisers establish more informative and persuasive advertisement.Besides,pragmatic presupposition is adopted widely by advertisers as an effective linguistic device to deliver the implied information and to heighten the persuasive effect of the advertising language.Therefore,the pragmatic presupposition in the advertising language is the object of this thesis.Many researchers are inclined to study pragmatic presupposition in different types of advertisement and most of them are also lack of pertinent findings.So it is quite useful and pregnant to study pragmatic presupposition in a specific type of advertising language.So perfume advertisement is chosen in this thesis.This thesis is quite significant to investigate working mechanism of pragmatic presupposition in perfume advertising language.And most importantly,it is useful for perfume advertisers to produce a more persuasive and successful advertisement in the future.By December 30^th,2016,all perfume advertisements of Dior and Givenchy in their Official Websites are chosen as the source of data.As a result,52 effective advertisements with pragmatic presupposition are collected in the thesis.Quantitative and qualitative methods are adopted comprehensively in this thesis.The study of distribution and frequency of pragmatic presupposition is considered as the quantitative analysis.Given the qualitative method,the study of application and function of pragmatic presupposition in perfume advertising is made clearly.The following parts are the summary of the main findings of this thesis.Firstly,definite description comprises the largest proportion?39.1%?.Secondly,the perfume advertisers have a preference for factive presupposition?52.7%?and belief presupposition?32.7%?with reference to the pragmatic presupposition.Lastly,as for the function of pragmatic presupposition in perfume advertising,perfume advertisement becomes more concise,implicit,coherent,persuasive,and attractive with the aid of pragmatic presupposition.In a word,pragmatic presupposition in perfume advertising is quite conducive to maximizing the contextual effects and minimizing the side effects.This thesis suggests that perfume advertisers should employ different types of pragmatic presupposition to achieve their persuasive goals effectively,based on different styles of the advertised perfume.