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1、文體學(xué)教程結(jié)業(yè)論文廣告中的預(yù)設(shè)及其功能分析學(xué)院：外國(guó)語(yǔ)學(xué)院姓名：孟慧學(xué)號(hào):310714010212AbstractAdvertisementiseverywhereinthecurrentworld.Whetherwelikeitornot,realizeitornot,variouskindsofadshavealreadyinfluencedusgreatly.Advertisementhasbecomeoneofthemostimportantcomponentsofthemoderneconomyandlifeanditiscloselyconnectedw
2、iththeeconomyglobalization,nationaleconomy,thedevelopmentofenterprisesaswellasoureverydaylife.Asmoreandmorepeoplerealizetheimportanceandnecessityofadvertisement,economists,artistandpsychologistallpaymuchattentiontothestudyofadvertisement.Inmodernsociety,advertisingplaysaveryimportantro
3、leinpeople’sdailylife.Thelanguagenadoptedbyadvertisementwriterstoservethepurposesofadvertising.Asaveryimportanttopicinlinguistic,especiallyinpragmatics,presuppositionisfrequentlyemployedinordertoenhancetheeffectsofpersuasioninadvertisementsbecauseofitsownspecialproperties.Thereexistsom
4、erelationsbetweenpresuppositionandadvertisinglanguage.Thispapergivesabriefintroductionofpragmaticpresuppositionandanalyzesitsfunctionsinadvertising.Theemphasisofthispaperisplacedonpresuppositionanditspragmaticfunctionsofadvertisinglanguagefromthreeanglea:presuppositionandadvertisementi
5、nformation,presupppositionpsychologyandmarketstraegiesofadvertisements.Keywords:presupposition,advertisinglanguage,pragmaticpresuppositionfunction,Chapter1briefintroductionofpresuppositionPresuppositionisasubjectwidelystudiedbylinguistitsnowadays,butactuallyitisfirststudiedbyphilosophe
6、rsandlogicians.Variousopinionsexistaboutthedefinitionofpresuppositionbydifferentlinguists.Duringthedailycommnication,ithappensthatspeakersassumecertaininformationisalreadyknown:suchinformationwillgenerallynotbestatedandconsquentlywillcountaspartofwhatiscommunicatedbutnotsaid.Thetechnic
7、alterm‘presupposition’and“entailment’areusedtodescribtwodifferentaspectsofthiskindofinformation.Apresuppositionissomethingthespeakerassumestobethecasepriortomakinganutterance.Speakers,notsentences,haveentailments.Therearetwobasictypesofpresupposition:semanticpresuppositionandpragmati
