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1、2010統(tǒng)招班研究生李艷麗學(xué)號：2010110417PresuppositioninAdvertisingLanguageAbstract:Asconsumers,weareallexposedtohundredsoreventhousandsofcommercialadvertisementseveryday.Advertiserstryeverymeanstodesignpersuasiveadvertisementsfortheirproductsbyattractivepatterns,photosandcolors
2、,aswellaslanguage.Andadvertisinglanguageisvitaltothesuccessofads.Theuseofpresuppositioninadvertisinglanguage,whichisanimportanttopicinpragmatics,cannotonlyincreasetheinformationbutalsoattracttheconsumerstomaketheirowninferences,thusavoidthepossibleriskbydirectasser
3、tion.Keywords:presuppositionadvertisinglanguageAdvertisingisanindispensablepartofmodernlife.Advertisersuseeverypossiblemeanstocatchpeople’sattentionandpersuadethemtobuytheadvertisedproducts.Inordertoservetheirpurposes,theycannotaffordtoneglecttheroleoflanguageinadv
4、ertising.Usuallyadvertisersarenotallowedtomakedirectassertionabouttheirproducts.Theycangenerallymakeindirectassertionsthroughpresupposition.Therefore,advertisersfrequentlyusepresuppositionsinlanguagetohelpadvertisingtorealizeitsfunctions.1.Presupposition1.1TheDefin
5、itionofPresuppositionPresuppositionhastwodefinitins,oneissemanticdefiinitionwhichindicatesthelogicalrelationbetweensentences;theotherispragmaticdefinitionwhichisrelatedtobackgroundknowledge.Presuppositionisabackgroundbeliefrelatingtoanutterance,thatmustbemutuallykn
6、ownorassumedbythespeakerandaddresseefortheutterancetobeconsideredappropriateincontext,thatgenerallywillremainsuchaviinecessaryassumptionwhethertheutteranceisplacedintheformofanassertion,denial,orquestion,andthatcangenerallybeassociatedwithaspecificlexicalitemorgram
7、maticalfeature(presuppositiontrigger)intheutterance.PresuppositionisdefinedbyFasoldas"arelationbetweensomethingthatisactuallysaid(orcouldbesaid)andsomethingelsewhichhastobethecaseinorderforthethingsaidtomakesenseatall".DefinitionbyGazdarisasfollows:(1)AseuteuceSpre
8、supposesaseuteucePifa.SinducesPb.-SinducesP(-SmeansthenegationofS)Heillustratesitwiththefollowingexamples:(2)a.Mybrotherhasboughtchocolate.(S)b.M
