关于英文广告中语用预设探究.doc

关于英文广告中语用预设探究 　　【摘要】?V告通常用简洁的言语表达丰富的内容并使人们快速了解产品。其运行机制便是是语用预设。具体而言，这归功于语用预设的两个特殊性：合适性和共知性。这些特征使得广告更具有说服力。本文通过对所收集的必威体育精装版广告语料中语用预设的特征、功能和分类的分析来探究广告用语中的运行机制，从而帮助人们更好地明白广告的用意，防止陷入广告的花言巧语之中 【关键词】广告 语用预设 语用预设分类及功能 【Abstract】 That ads use concise words to express more can make people completely learn the product. The operating mechanism is the use of pragmatic presuppositions. More specifically， it is the two main special properties of pragmatic presupposition： felicity and common ground. This article tried to explore the mechanism of ads by analyzing their characteristics， classifications and functions with the new database and then help people understand the art of ads and avoid getting lured by the advertisement. 【Key words】Ads； Pragmatic presuppositions； Classifications and functions 1. Introduction Ads are a kind of special communicative means. Pragmatic presuppositions offer ads skills to achieve its value. Pragmatic presupposition is “something the speaker assumes to be the case prior to making an utterance， or a message precondition for the processing of any communication”. The article gives a new angle to analyze the mechanism of ads. 2. Literature Review Peccei regards presupposition as “ inferences about what is assumed to be true in the utterance rather than directly asserted to be true”. He illustrated two basic properties： Appropriateness and Common Ground. Appropriateness regards the context as the precondition in a speech event. Common ground is the shared knowledge of the speaker and the hearer in a conversation. 3. Classifications of pragmatic presupposition Chen divided presuppositions into four types： factive， belief， state， behavioral presuppositions. 3.1 Factive presupposition Factive presupposition refers to that the speaker affirms some facts that every person has known in the communication. They are presuppositions but not spoken out. 1） Our wheels are always turning. This company is famous for producing eng