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A Study on Pragmatic Presupposition in Advertisements PAGE PAGE 15 Introduction The advertisement is a kind of linguistic art. Nowadays, advertisements can be found everywhere, which have become an inescapable part of our daily life. As a matter of fact, the advertisement is a kind of public activity, which means to inform somebody of something and catch his attention. Advertisements intend to trigger a special response from the consumers; therefore they are loaded with great persuasive language. It is no exaggeration to say that our life is more or less influenced and even changed by so many advertisements around us in the modern society. A lot of advertisements in the publication are competing for the audience’s attention, and then the advertisers try to make their advertisements catch the audience’s attention. However, sometimes smart advertisers use some concealed means or implication to control their true meanings. In order to realize the true meanings of the advertisement, we must learn to utilize fully pragmatics. Pragmatic presupposition concerns about the speakers and the hearers, so does the advertisement. Therefore, pragmatic presupposition is a comprehensive means applied to the advertisements, which makes advertisements more concise, attractive and persuasive. 1. An Introduction to Advertisements 1.1 Definitions of Advertisements and Its Importance The advertisement is one of the oldest forms of public announcements. Encyclopedia Britannia defines advertising as following: The techniques used to bring products, services，opinions or cause to public notice for the purpose of persuading the public to respond in a certain way towards what is advertised. Most advertising involves promoting goods that is for sale, but similar methods are used to encourage people to drive safely，to support various charities，or to vote for political candidates. In many countries advertising is the most important source of income for media (e.g. newspaper, magazines, or telev