A Comparative Analysis Of Presuppositions In English Commercials And English Public Service Advertisements

Based on the previous research on presuppositions and presupposition triggers,this paper makes a comparative analysis of the use of presuppositions and presupposition triggers in both commercials and public service advertisements through both qualitative and quantitative analysis.The purpose of this study is to explore the similarities and differences in the use and frequencies of presuppositions and presupposition triggers in commercials and public service advertisements.And the contextual factors that may affect them are also briefly addressed.The analyses reveal that:(1)A large number of presuppositions and presupposition triggers are frequently used in both commercials and public service advertisements,and the frequencies of presuppositions and presupposition triggers in different types of advertisements are different.Definite descriptions are the most frequently used presupposition triggers,while factual presupposition is the most frequently used type of presupposition.But generally speaking,presuppositions are more frequently used in commercials than in public service advertisements.And the presuppositions in public service advertisements are not that typical as in commercial advertisements.(2)There are still several differences between the commercials and public service advertisements in their use of state presupposition and behavior presupposition,as well as the type of presupposition triggers that are used to introduce the temporal clauses.Sometimes,the same word or presupposition trigger may have different functions in commercial advertisements and public service advertisements.Commercials generally presuppose a change of state or suggest certain present behavioral needs while public service advertisements imply the existence of certain phenomenon or behavior,and call for a stop.(3)Contextual factors may exert a certain effect on the use of presuppositions and presupposition triggers in advertisements.This study is of certain theoretical and practical significance.In that it will facilitate the potential readers'better understanding of how presupposition triggers and presuppositions correctly and efficiently work in advertisements.