谈预设在广告中的作用

本文从预设的角度讨论了广告语,广告商和广大用户之间的联系.广告语是广告商用来吸引广大用户的一种手段.而广大用户则可以通过对广告商所做的广告的理解对广告商形成一种印象,从而对广告产品的销售造成一种影响.广大用户对广告的理解离不开预设.同样,广告商要设计出好的广告也离不开对预设的灵活而正确的运用.所以,研究预设与这些要素的联系不但与语言学家有联系,对于广告商及广大用户来说也是非常重要的.

Presupposition in Advertisement

This paper intents to investigate the relationship between advertising language, advertising addresser and advertising addressee in terms of presupposition. Advertising language is a means for the addresser to attract the addressee. The addressee could get to know about the addresser of the advertising through understanding the language in the advertising, which could influence the sale of the products that are davertised. The understanding of advertising language is closely related to presupposition. Meanwhile, the addresser must make full use of presupposition if he wants to make good advertising. So it is not only a task of the linguists to investigate the relationship between presupposition and these elements of advertising, but a very important target of the addresser and the addressee.