DOI: 10.5176/2251-3566_L318.87
Authors: GuoYuelin, Tian Jianguo
Abstract: As a kind of communication, commercial advertising language has been a hot spot in the pragmatic field in recent years. It was studied by scholars domestically and abroad. On the basis of the previous research findings, this paper discusses the functions of pragmatic presupposition aiming to find out how pragmatic presupposition used in advertising language. This paper chooses the promotion advertisements of the e-commerce and the commercial advertisements on main websites as material, to analyze the function of pragmatic presupposition in recent years. The results of the analysis show that pragmatic presupposition is frequently used in advertising. It could strengthen the consciences of advertisement while Enrich the information of the commercial advertising language and make advertising language more persuasive, interesting, fuzziness and thought-provoking. It is hoping that theoretically, the study could enlarge the understanding of pragmatic presupposition and practically it could give guidance to application of pragmatic presupposition in advertising language and helping advertisement designers to create more attractive advertisements, what ’ s more, making daily communication more efficient and giving consumers more knowledge about the purposes of by studying the theory of pragmatic presupposition is also a hope of writing this paper.
Keywords: Pragmatic Presupposition; Commercial Advertising Language; Functions; Single’s Day
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