摘要
语用预设相对于话语理解而言应该具备合适性和共知性，而其本身则具有单向性、主观性和隐蔽性。巧妙运用语用预设的这三个犄位可以行生出交际所需的策略性。广告用语对语用预设的利用很大程度上反映了这种策略性。调查表明，广告用语中各类预设中出现频率最高的是状态类预设，这与广告制作者试图把握消费者改变特定不良状态的心理是吻合的。
Felicity and common ground , which are essential to utterance undrstanding, are often attributable to pragmatic presuppositions. Howwver, we are equally interested in other properties that characterize pragmatic presuppositions, notably unidirectionality , subjectiveness and latency. Proper exploitation of these these features may prove to be strategic . This is manifested in verbal advenising, as we reveal through an investigation . Through the investigation , we also find tha state-oriented presuppositions account for most of the cases , quite in conformity with the fact that advertisers tend to promise changes in the undesirable state in which consumers find themselves.
出处
《外国语》
CSSCI
北大核心
1998年第5期54-57,共4页
Journal of Foreign Languages
关键词
语用预设
广告用语
pragmatic presupposition, verbal advertising
