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广告是连接商品和消费者的桥梁,好的广告对消费者的购买行为会产生积极的影响。一则成功广告运用的策略中语用预设起着关键作用,它能从不同角度为广告实现其劝说目的服务。本文将从语用预设的本质、特点入手,以房地产广告内容本身出发将语用预设分为五类并分别加以讨论,总结语用预设在广告语中所起的作用,提出研究广告语中语用预设的现实意义。
Advertising is the bridge between goods and consumers, and good ads have a positive impact on consumers’ purchasing behavior. The pragmatic presupposition plays a crucial role in the strategy of a successful advertisement, which can serve its purpose of persuasion from different perspectives. This article starts with the nature and characteristics of pragmatic presupposition, divides the pragmatic presupposition into five categories and discusses them separately, summarizes the function of pragmatic presupposition in advertising language, and proposes the research advertisement The Practical Significance of Pragmatic Presupposition in Language.