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摘要人们的日常生活离不开广告，广告是将公众注意力引向某种事物的一种宣传活动，其最终的目的是向潜在顾客群体提供服务信息并且劝说顾客做出购买行为。因此，要创造出有吸引力的广告，就必须要讲究语用策略的运用。语用预设是广告中广泛应用的语用策略，本文旨在调查食品广告语中的语用预设，研究其分类、特征及具体功能。25312
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关键词 食品广告 语用预设 分类 特征 语用功能
毕业论文外文摘要
Title Exploring the Pragmatic Presuppositions in Food Advertisements
Abstract
Nowadays, advertisements have been a part of people’s life. Advertising is a kind of promotional activity which arouses public attention to certain commodities. Its final purpose is to provide useful information to potential customers and persuade them to purchase. Thus pragmatic strategies are employed to help to create attractive advertisements. The purpose of this paper is to investigate the classification and specific pragmatic functions of pragmatic presuppositions as a pragmatic strategy in food advertisements.
Keywords Food advertisements Pragmatic presupposition Classification Type Pragmatic function
Content
1Introduction 1
2Literature review2
2.1Studies on pragmatic presupposition2
2.2Studies on pragmatic presupposition in advertisements2
3Basic characters of pragmatic presupposition4
3.1 Single-direction 4
3.2 Concealment4
3.3 Subjectivity 4
3.4Mutual knowledge 4
3.5Appropriateness5
4 Types of pragmatic presupposition in food advertisements6
4.1Existential presupposition6
4.2Factual presupposition6
4.3Belief presupposition7
4.4Condition presupposition7
4.5Emotional presupposition8
4.6Value presupposition9
4.7Effective presupposition9
5 Functions of pragmatic presuppositions in advertisements10
5.1 Classifying words of advertisements and expressing meaning clearly10
5.2Make advertisements more persuasive10
5.3 Make advertisements more funny10
5.4Make advertisements more efficient and more euphemistic10
Conclusion 12
Acknowledgment 13
References14
1 Introduction
Advertising is a special type of communication. People are persuaded by varieties of advertisements to buy the products impressed by their language. In our daily life, we have remembered some impressive advertisements and also we use these words for joking. When we are walking on streets, we often can associate to its word with advertisements when we see a brand. Therefore, successful advertisements must be attractive by strategic use of language.
In this paper, the pragmatic strategy of presupposition in food advertisement will be explored. The first part is about the characters of pragmatic presupposition with some examples. The second part is about the types of pragmatic presuppositions. This part is developed according to Chen Xinren’s concept about advertisements. The third part is about the functions of pragmatic presuppositions in food advertisements. And the final part is the conclusion.
2 Literature Review
2.1 Studies on Pragmatic Presupposition
Presupposition was originally a philosophical and logic topic proposed by a famous German philosopher Frege in 1892. Then, an English linguistician Strawson developed this concept. He pointed out that any word can infer a presupposition. From this point, presupposition be a topic of pragmatics.
Usually, there two basic types of presupposition: semantic presupposition and pragmatic presupposition. The latter is the most popular one. Stalnaker(1970) firstly promoted the concept of pragmatic presupposition. Pragmatic presupposition, refers to ‘those presupposition connections related to language environment and the belief, attitude and intention of the speaker.’ (He Ziran, 1997) Jackenodoff (1983) considered the pragmatic presupposition as the background and knowledge shared by speakers. Fillmore(1969) defined pragmatic presupposition as the necessary conditions needed by conversation. Yule’s opinion(1996) is that presupposition is a concept depending on speakers, which means a serious imagination before speaking. Although different linguists have different views on pragmatic presupposition, the same point is that the presupposition is closely connected with the speaker.