期刊论文

Application of Pragmatic Presupposition in Advertisement Language

中文

河北北方学院学报(社会科学版)

2095-462X

2008

24

6

23-25

10.3969/j.issn.1672-9951.2008.06.006

本校为第一机构

广告能否成功实现其劝说和引导消费者的交际意图离不开语用预设的巧妙运用。语用预设在广告语中的具体表现为事实预设、文化预设等几种形式，语用预设对广告的传播起到了积极作用。

The advertisement can successfully achieve its intention of communication of persuading and guiding consumers,which is insperabale from the ingenious application of pragmatic presupposition. The concrete manifestations of pragmatic presupposition are fact presupposition,culture presupposition, etc. Pragmatic presupposition plays an active role...