语用预设在广告语篇中的功能探究

摘要

A successful advertisement will not just be a direct product promotion, but the appropriate treatment of advertising language on the basis of the audiences’needs. So, as a kind of language strategy, pragmatic presupposition’s application in advertising discourse can enforce the effect of propaganda. Its functions include:euphemism, concealment, persuasiveness, humor.%一个成功的广告绝不会仅仅是对其产品的直接推销，而是需要根据受众的需求，对广告语言进行适当的处理。因此，语用预设作为一种言语策略，其在广告语篇中的应用，能够增强产品的宣传力度，具有委婉，隐藏，说服和幽默这四种功能。