Research on the Pragmatic Presuppositions of Classic Advertising Discourses in Mainland China

Zhongzhong Zhang

doi:10.18282/l-e.v10i9.3187

Zhongzhong Zhang Jiang â€˜an Campus, Sichuan University

Article ID: 3187

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DOI: https://doi.org/10.18282/l-e.v10i9.3187

Keywords: Advertising Discourses, Advertising Applications, Pragmatic Presuppositions

Abstract

As a special communication activity, advertising plays an important role in social life. This paper will analyze the classification of pragmatic presuppositions and their functional strategies in applications of classic advertising discourses. On the one hand, pragmatic presuppositions enlighten the designers of advertisements to create more effective advertisements that are more easily accepted by consumers, so as to achieve the best publicity effect of advertisements. On the other hand, pragmatic presuppositions of advertisements also help consumers to objectively identify different types of advertisements on the basis of rational consumption.

References

[1] Chen, Q. (2003). The Role of â€œTelling Factsâ€ in Advertising Communication. Contemporary Communication, 1, 68-69.

[2] Chen, X. R. (1998). On the Pragmatic Presupposition in Advertising Discourse. Journal of Foreign Languages, 5, 54-57.

[3] Frege, G. (1948). Sense and Reference. The Philosophical Review, 57(3), 209-230.