Presupposition Research In Russian Advertising Discourse

With the development of social economy,advertising,as the most popular means of communication in mass media,has become an indispensable part of our social life.Given the status and role of advertising,the study of advertising language has become a hot research field of linguistics.Presupposition theory with its characteristics of obscure and complicated more and more appeared in the advertisements and captured the attention of people,becomes one of the theoretical frameworks for constructing and interpreting advertising texts.So far,linguists have done some researches and explorations into the advertising texts from the perspectives of the presupposition,but the study of presupposition in russian advertising texts is slightly weak.This thesis trys to make a deep study of russian advertising texts based on presupposition theory,and helps people better understand the russian advertising texts.This thesis consists of three parts:introduction,main body and conclusion.Introduction:summarize the research background of presupposition theory in russian advertising texts,and explains the research significance,methods and innovation.The body part is divided into four chapters.The first chapter:to present the development background of the presupposition theory.On its basis,proposed the research objectives,methods and significance.The second chapter:to define the concept of Advertisement,Text and Advertising text.The third chapter:to discuss the definition,generating means and kinds of presupposition.Integrated views of various scholars,cultural factors separated from pragmatic presupposition out,the concept of presupposition in the usual sense into the semantic presupposition,pragmatic preset and cultural presupposition,respectively,explain the concepts and features of semantic presupposition,pragmatic interpretation and cultural presupposition.Specifically,we analyze the presupposition theory in Russian Advertising Texts lay the theoretical foundation for the next chapter.The fourth chapter:according to the preset preliminary research results and advertising language features,to divide semantic presupposition,pragmatic presupposition and cultural presupposition in Russian Advertising Texts into respective sub-class of presupposition;then give examples of ad and analysis the preset specific application of sub-categories in Russian Advertising Texts.Conclusion:summarize the research emphasis and research value of this paper.