Analysis of Presupposition and its Function in Advertisement

Ying-fang WANG


In modern society, advertising plays a very important role in people’s daily life. The language of advertising is basically persuasive; therefore all possible means, linguistic or non-linguistic, have been adopted by advertisement writers to serve the purposes of advertising. As a very important topic in linguistic, especially in pragmatics, presupposition is frequently employed in order to enhance the effects of persuasion in advertisements because of its own special properties. There exist some relations between presupposition and advertising language. This paper gives a brief introduction of pragmatic presupposition and analyzes its functions in advertising. The emphasis of this paper is placed on presupposition and its pragmatic functions of advertising language from three angles: presupposition and advertisement information, presupposition psychology and market strategies of advertisements. By presenting advertising examples in the process of analysis, the author hopes that the paper can be some help of designing advertising language.
Key words: Presupposition, Advertising Language, Pragmatic Presupposition Function, Strategy
Résumé: Dans la société moderne, la publicité joue un rôle très important dans la vie courante et la communication du peuple. Au fond, le langage publicitaire est une sorte de langage de persuasion. A ce effet, le concepteur de publicité s’efforce d’employer toutes les techniques langagière et non langagière pour atteindre le but de propagande de la publicité. En tant qu’une problématique importante de la pragmatique, la présupposition, grâce à ses propres caractéristiques, est toujours utilisée par le concepteur pour renforcer l’effet de persuasion de la publicité. L’article présent argumente la fonction positive de la présupposition dans la publicité sur les trois plans suivants : la présupposition et la communication de l’information publicitarie, la présupposition et la stratégie psychologique publicitaire, la présupposition et la stratégie de marché. De plus, l’argumentation est illustrée d’exemples de publicité. L’auteur espère que cet article peut servir au design du langage publicitaire.
Mots-Clés: présupposition, langage publicitaire, présupposition pragmatique, fonction, stratégie

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