广告中的预设及其功能分析Word文档下载推荐.docx
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外国语学院
姓名：
孟慧
学号:
310714010212
Abstract
Advertisementiseverywhereinthecurrentworld.Whetherwelikeitornot,realizeitornot,variouskindsofadshavealreadyinfluencedusgreatly.Advertisementhasbecomeoneofthemostimportantcomponentsofthemoderneconomyandlifeanditiscloselyconnectedwiththeeconomyglobalization,nationaleconomy,thedevelopmentofenterprisesaswellasoureverydaylife.Asmoreandmorepeoplerealizetheimportanceandnecessityofadvertisement,economists,artistandpsychologistallpaymuchattentiontothestudyofadvertisement.
Inmodernsociety,advertisingplaysaveryimportantroleinpeople’sdailylife.Thelanguagenadoptedbyadvertisementwriterstoservethepurposesofadvertising.Asaveryimportanttopicinlinguistic,especiallyinpragmatics,presuppositionisfrequentlyemployedinordertoenhancetheeffectsofpersuasioninadvertisementsbecauseofitsownspecialproperties.Thereexistsomerelationsbetweenpresuppositionandadvertisinglanguage.Thispapergivesabriefintroductionofpragmaticpresuppositionandanalyzesitsfunctionsinadvertising.Theemphasisofthispaperisplacedonpresuppositionanditspragmaticfunctionsofadvertisinglanguagefromthreeanglea:
presuppositionandadvertisementinformation,presupppositionpsychologyandmarketstraegiesofadvertisements.
Keywords:
presupposition,advertisinglanguage,pragmaticpresuppositionfunction,
Chapter1briefintroductionofpresupposition
Presuppositionisasubjectwidelystudiedbylinguistitsnowadays,butactuallyitisfirststudiedbyphilosophersandlogicians.Variousopinionsexistaboutthedefinitionofpresuppositionbydifferentlinguists.Duringthedailycommnication,ithappensthatspeakersassumecertaininformationisalreadyknown:
suchinformationwillgenerallynotbestatedandconsquentlywillcountaspartofwhatiscommunicatedbutnotsaid.Thetechnicalterm‘presupposition’and“entailment’areusedtodescribtwodifferentaspectsofthiskindofinformation.Apresuppositionissomethingthespeakerassumestobethecasepriortomakinganutterance.Speakers,notsentences,haveentailments.Therearetwobasictypesofpresupposition:
semanticpresuppositionandpragmaticpresupposition.Theformeranalyzespresuppositionfromtheaspectoflogicandsematics;
thelatteranalyzespresuppositionfromtheaspectofpragmatics.
Inmanydiscussionoftheconcept,presuppositionistreatedasarelationshipbetweentwopropositions.Lookattheexample:
Dad:
therefrigeratorisempty.Whereareallthebottlesofyogurt?
Mum:
itseemsthatissatisfiedtoday.
ThoughonthesurfacethereisnorelationbetweenthewordsofDadandMum,thepragmaticmeaningofmumcanbeinferredas“AllthebottlesofyogurtmaybehavebeendrunkbytheirsonTom.”Inordertomakeadvertisinglanguageconveymoreinformationandbefullofagitation,advertisersalwaysusepresupposition.Intheaboveexamples,presuppositionisaveryimportantelementtoinferthepragmaticmeaning-childrenlikedrinkingyogurt.Presuppositioninadvertisementbelongstopragmaticcategory.Itisthecommonknowledgeknownbybothsidesoflanguagecommunicationoratleasttheinformationthatcanbeinferredaccordingtocontext.Withoutthispresuppposition,bothsidesoflanguagecommunicationcanhardlyunderstandmutually.
Chapter2analysisofthefunctionsofpresuppositioninadvertising
Companiesspendmillionsofdollarseachyearinadvertisingtheirproducts.Theseadvertisementsattempttopersuadeustobuycertainproductsthoughvariousstrategies.Obviouslypresuppositionisoneofthestrategiesadoptedbytheadvertise.Asakindofappliedlanguage,thelanguageofadvertisinghasitsowncharacteristics.Thelanguageofadvertisingisindifferentdegreesinfluencedbylinguistics,psychology,economics,marketingstrategy,thusthestudyofpresuppositionphenomenoninthispaperhastodrawontheknowledgeoftheabove-mentioneddisciplinesbesideslinguistics.Asisknowntiall,presuppositionasaveryimportantnotioninpragmaticscanservethemultiplepurposesofadvertisement,thereforepresuppositionandthelanguageofadvertisingshouldbestudiedtogether.Thereforetheanalysisoffunctionsofpresuppositionsinadvertisingwillbecarriedoutfromthefollowingthreeaspects:
presuppositionandlanguageofadvertising,presuppositionandtheinformationofadvertising,presuppositionandthestrategyofadvertising.
2.1presuppositionandthelanguageofadvertising
Withoutdoubt,presuppositioncancontributetotheeconomyofthelanguageofadvertising.Asfarasthedictionisconcerned,goodadvertisementshouldbeconciseandeconomicalbecauseofthecostofadvertisingandthecharacteristicsofgoodadvertisement.
However,forthepeople,thismeansspending.Filmswhichpreviouslypaidoutbutafewhundreddollarsforadvertisinghavetospendmuchmoremoneyonit.Justthinkoftheriskininvestingafewthousanddollarsinasinglepageadvertisement.Howcantheadvertisesexpecttogetbacktheequivalentofsuchasumofmoneyfromasingleadvertisement?
Inthiscase,theadvertiseshavetotakethecostofadvertisingintoseriousconsideration.Thedictionoftheadvertisementwilldirectlyinfluencethecostsbecauseitwillinfluencethetimeorspaceoftheadvertisement.
Anotherreasonhassomethingtodowiththecharacteristicsofgoodadvertisement.Themarketingmanager'
shandbookpointoutthatagoodadvertisementshouldhavetheflowingfivefunctions:
attention,interest,desire,memory,andaction,thatisthesocalledAIDMAfunctions.Inotherwords,AIDMAmeansthatgoodadvertisementscanattracttheconsumers'
attentionfromthethingtheyaredoingtotheadvertisedproductsorservices,arousetheirgreatinterestintheadvertisedproducts;
moreimportantly,goodadvertisementsshouldrevealthebenefitsofbuyingtheadvertisedproductsorservicesandactivateconsumers'
desiretobuywithoutdoubt.Theeconomyofthelanguageoftheadvertisingwillmakecontributiontothememoryvalueoftheadvertisements.Thereasonwhypresuppositionhavethepowertomakethelanguageofadvertisingmoreconciseandmoreeconomicalisthatpresuppositionarethekindofpragmaticsinferencesinsomesense,thustreatedasknowninformationorknowledge,thereforthecorrespondingexpressionofsuchinformationorknowledgecanbeomittedaccordingly.Theexample1willtakeaboutbelowcanshowthispoint.
Thisisanadvertisementforakindofcosmetologyproductwhichcanenlargethebreast.Thesentenceofthisadvertisementisreallyshort,buttherearetwomeaning.Firstitshowsthatthefeelingtobeafemaleisfine.Andseconditshowsthefeatureoftheproduct.Inthefollowingadvertisementexample:
A:
Whereismyboxofchocolate?
B:
Thechildrenwereinyourroomthismorning.
Obviously.,theimpliedmeaningofsentenceBisthatyourchocolatehasbeeneatenbychildren.TheinformationthatIhaveaboxofchocolateandchildrenlikechocolateispresupposedsuccessfullysothatthelanguageofthistextisgreatlyeconomized;
otherwisetheadvertisementwouldbeveryredundantsoastoinfluencetheefficacyoftheadvertisingeffect.
Presuppositionsseemtobetiedtoparticularwordsoraspectsofsurfacestructureingeneral.Weshallcallsuchpresupposition-triggers.Presupposition-triggersarecertainwordsorsentenceswhichcanpresupposepresuppositions.Theinfluenceofpresuppositionmaynotbenecessarilybasedonthewholespeechbutonthesepresupposition-triggerswhichcanbedefinitedescriptions,changeofstateverbs,verbsofjudging,andsoon.Weneedtotalkaboutpresupposition-triggersbecausebytalkingaboutthem.Wecanknowhowadvertisinglanguageproducesthepresuppositionswhichsponsorsexpect.Advertisementdesignershandlepartoftheinformationaspresupposinginformationaccordingtomakelanguagesuccinct.
OscarEDLARENTAknowswhatmakesawomanbeautiful.
Cokerefreshesyoulikenoothercan.
Here,knowandnoothercanarepresupposition-triggers.Sponsorsmakeuseofthepresupposition-triggerstopresupposecertaininformationandthenachievethepurposeofenlargingtheamountofinformationandagitatingadvertisingrecipients.
2.2presuppositionandtheinformationofadvertising
Presuppositioninformationalwaysappearswithassertioninformation.Advertisementcontainingpresuppositionnotonlypassassertionpresuppositionon.butalsopassononeormorepresuppositioninformationatthesanetime.Totheadvertinglanguagewhichneedslargeamountofinformation.Presuppositioncanenlargethedensityofinformation.
Whenweexpressourselves,weshareinformation.Appropriateinformationsharingisessentialtosuccessfuladvertisement.Generallyeverypieceofwritingcontainsgiveninformationandnewinformation,sodotheadvertisements.presuppositioniscloselyrelatedtoinformationsharingbecauseofitsinterestingproperties.Bothgiveninformationandinformationsharingareveryimportantfortheadvertisementstobesuccessful;
ifalltheinformationsharingisgiveninformation,theadvertisementswillbemeaningless;
ifalltheinformationareallnewinformation,itwillbeverydifficultfortheconsumerstounderstandwhatissaidintheadvertisement.Intheprocessofnormalcommunication,informationisusuallyarrangedfromtheoldtothenewinconformitytothecognitivelawsofhumanbeing.
Intheadvertisements,newinformationisusuallydirectlyassertedinordertogiveemphasiswhilegiveninformationispresupposedtoprovidebackgroundofactsastheinitiati
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