16頁2.8萬余字


Study on Pragmatic Presupposition in
English Beverage Advertising

Abstract: Advertising language has received a thorough study from different aspects. With the development of linguistics, the studies on advertising language are inclined to the relationship between language and context. In this case, pragmatic presupposition appears to be the very tool for its sensitive nature to context. In addition, common ground and appropriateness of pragmatic presupposition also make great contribution to the concise and economical advertisement. However, other properties like one-sidedness, subjectivity and latency are equally noticed. Proper exploitation of these features may develop useful market strategies. Therefore, it is of great significance to study advertising language from pragmatic presupposition perspective.
The thesis focuses on the phenomenon of pragmatic presupposition in English advertisement for beverage. Based on the foundational theory, the classifications and functions of pragmatic presupposition are exposed by qualitative study method. Meanwhile, a case study is conducted to tentatively explore the distribution and frequency of each type by quantitative analysis. Research findings show that pragmatic presupposition occurs in 94% of the collected 100 drinks advertisements; the state presupposition accounts for the largest percentage (40%) among all five classifications , followed by belief presupposition, behavior presupposition, existential presupposition and fact presupposition, for 22%, 14%, 13%, 5% respectively.
Key Words: advertising language pragmatic presupposition function classifications description

摘要:廣告語言的研究一直以來都備受各個領(lǐng)域?qū)W者們的青睞。在語言學(xué)領(lǐng)域，語言學(xué)的發(fā)展使得廣告語言的研究逐漸趨向于語言與語境的關(guān)系的研究。于是，對語境敏感的語用預(yù)設(shè)便成為了分析廣告語言的理想工具。語用預(yù)設(shè)的共知性和合適性簡化了廣告的語言，節(jié)省了廣告的費用。另外，語用預(yù)設(shè)本身還具有單向性、主觀性和隱蔽性。巧妙運用這些特征可以衍生出有效的廣告撰寫策略。因此，從語用預(yù)設(shè)的視角研究廣告語言是很有意義的。
本文主要致力于研究英文飲料廣告語言的語用預(yù)設(shè)現(xiàn)象。作者以語用預(yù)設(shè)作為研究基本理論，結(jié)合定性研究和定量研究方法，通過分析語用預(yù)設(shè)在飲料廣告中的類型和功能，同時對各預(yù)設(shè)類型在英文廣告中的分布和出現(xiàn)頻率也進行調(diào)查研究，力圖探討語用預(yù)設(shè)在英文飲料廣告中運用的深度和廣度。
調(diào)查結(jié)果發(fā)現(xiàn)：語用預(yù)設(shè)在英文飲料廣告中的運用程度極高，在收集的100條廣告語中呈現(xiàn)出94％的高頻率。與此同時，狀態(tài)預(yù)設(shè)在五種語用預(yù)設(shè)類型中出現(xiàn)的頻率最高，達到40％。其余的信仰預(yù)設(shè)、行為預(yù)設(shè)、存在預(yù)設(shè)和事實預(yù)設(shè)分別占22％、14％、13％和5％。

關(guān)鍵詞：廣告語 語用預(yù)設(shè) 功能 分類描寫
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