广告语言中语用预设的研究-英语语言文学专业论文.docxVIP

山东师范大学硕士学位论文实类动词”(8．33％)，这与语用预设类型的研究结果是一致的：语用预设对广告 山东师范大学硕士学位论文 实类动词”(8．33％)，这与语用预设类型的研究结果是一致的：语用预设对广告 的营销策略起着很大作用，具有委婉功能，隐藏功能，说服功能和自我保护的功 能，并且还能使广告语言简洁化，幽默化，多样化和含蓄化。 最后，作者得出结论即语用预设在广告语中出现频率很高，并且在实现广告 最终目的中起着不可替代的作用。本研究既有理论上的启示又有实践上的启示。 理论上可以加深对语用预设的认识和理解，丰富它的内容，同时开辟了广告语言 研究的新视角；实践上能帮助广告撰写人制作出更具吸引力，更成功的广告，同 时对人们之间的日常交流也起到一定的启示作用。 关键词：广告语；语用预设；预设触发语；功能 分类号：H313 坐查堕苎盔兰翌主兰堡垒奎 坐查堕苎盔兰翌主兰堡垒奎 一 一．． Abstract Advertising plays a very important role in modem economy and social life． Advertising language，the soul ofadvertising，has a close relationship with the Success of ads．The language of advertising is basically persuasive，aiming to inform the potential consumers of the advertised products or services and persuade them to take purchase actions．Therefore，all possible means，linguistic or non-linguistic，have been adopted by advertising copywriters to serve the dual purposes of informing and persuading of advertising language．As a very important topic in pragmatics， presupposition is frequently employed in order to enhance the effects of persuasion in ads because of its own special properties and characteristics．So，it is significant to study advertising language from the perspective ofpragmatic presupposition． Previous researches on advertising language mainly overemphasize the triviality of words and phrases，the rhetoric，and communicative purposes of advertising language without a good theoretical framework．Although many scholars have studied advertising language from the perspective of pragmatics，few works and papers have involved the analysis of pragmatic presupposition in the studies of advertising language．Therefore，the author attempts to explore tentatively the working mechanism of pragmatic presupposition in the headlines and slogans of 100 ads(74 valid ads)，which Rre mainly collected from world-famous English magazines．The author hopes that this study Can give theoretical guidance of pragmatic presupposition for ads copywriters and help them achieve their expected goal