文献类型：期刊文献

中文题名：从语用原则看广告预设

英文题名：Advertising Presupposition and Pragmatic Principles

作者：陈香[1]

机构：[1]广东海洋大学外国语学院

年份：2006

卷号：20

期号：3

起止页码：17

中文期刊名：株洲工学院学报

外文期刊名：Journal of Zhuzhou Institute of Technology

语种：中文

中文关键词：广告预设;经济原则;礼貌原则;顺应原则

外文关键词：advertising presupposition; economy principle; politeness principle; adaptability principle

中文摘要：以语用原则为切入点,研究预设在广告语言中的作用。根据广告的语义和语用特点以及广告主的目的和策略,将广告预设分为证实性预设、暗示性预设和对比性预设,认为预设在广告中的合理使用不仅符合广告宣传的实际需要,也体现了广告语言交际中应当遵循的经济原则、礼貌原则和顺应原则。

外文摘要：The function of presupposition in advertising is studied from the perspective of pragmatic principles. Advertising presupposition is divided into three types-confirmative presupposition, suggestive ＂presupposition and contrastive presupposition-in the light of the semantic and pragmatic characteristics of advertising language as well as the purposes and strategies of the advertiser. It is held that proper arrangement of presupposition in advertising language not only meets the need of promotion but also reflects the pragmatic principles observed in the language communication of advertising, such as economy principle, politeness principle and adaptability principle.