关于英文广告中语用预设的研究

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1、关于英文广告中语用预设的研究【摘要】廣告通常用简洁的言语表达丰富的内容并使人们快速了解产品。其运行机制便是是语用预设。具体而言，这归功于语用预设的两个特殊性:合适性和共知性。这些特征使得广告更具有说服力。本文通过对所收集的最新广告语料中语用预设的特征、功能和分类的分析来探究广告用语中的运行机制，从而帮助人们更好地明白广告的用意，防止陷入广告的花言巧语之中。【关键词】广告语用预设语用预设分类及功能[Abstract】Thatadsuseconcisewordstoexpressmorecanmakepeoplecom

2、pletelylearntheproduct.Theoperatingmechanismistheuseofpragmaticpresuppositions.Morespec讦ically,itisthetwomainspecialpropertiesofpragmaticpresupposition:felicityandcommonground.Thisarticletriedtoexplorethemechanismofadsbyanalyzingtheircharacteristics,classifica

3、tionsandfunctionswiththenewdatabaseandthenhelppeopleunderstandtheartofadsandavoidgettingluredbytheadvertisement.【Keywords]Ads;Pragmaticpresuppositions;Classificationsandfunctions1.IntroductionAdsareakindofspecialcommunicativemeans.Pragmaticpresuppositionsoffer

4、adsskillstoachieveitsvalue.Pragmaticpresuppositionis''somethingthespeakerassumestobethecasepriortomakinganutterance,oramessagepreconditionfortheprocessingofanycommunication".Thearticlegivesanewangletoanalyzethemechanismofads.1.LiteratureReviewPecceiregardspres

5、uppositionas"inferencesaboutwhatisassumedtobetrueintheutteraneeratherthandirectlyassertedtobetrue".Heillustratedtwobasicproperties:AppropriatenessandCommonGround.Appropriatenessregardsthecontextasthepreconditioninaspeechevent.Commongroundisthesharedknowledgeof

6、thespeakerandthehearerinaconversation.2.ClassificationsofpragmaticpresuppositionChendividedpresuppositionsintofourtypes:factive,beliefrstate,behavioralpresuppositions.2.1FactivepresuppositionFactivepresuppositionreferstothatthespeakeraffirmssomefactsthateveryp

7、ersonhasknowninthecommunication.Theyarepresuppositionsbutnotspokenout.1)Ourwheelsarealwaysturning.Thiscompanyisfamousforproducingengines.Here,"always"increasesthestrengthofthefactinquality.Itmakesthecustomerhavethepresuppositionthatenginesmadebythiscompanycanm

8、akewheelsturnforeverandneverbreakdown.2.2BeliefpresuppositionBeliefpresuppositionisthosesuppositionswhichcontaingoodinformationtomakethehearerformagoodbeliefandchangetheirconventio