食品广告语中的语用预设研究_英语论文

Exploring the Pragmatic Presuppositions in Food Advertisements 

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。

关键词: 食品广告 语用预设 分类 特征 语用功能

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