Research on the Pragmatic Presuppositions of Classic Advertising Discourses in Mainland China
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.
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.
Keywords
Advertising Discourses; Advertising Applications; Pragmatic Presuppositions
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PDFReferences
[1] Chen, Q. (2003). The Role of “Telling Facts” 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.
DOI: https://doi.org/10.18282/l-e.v10i9.3187
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