作　　者： ; ;

机构地区： 华南师范大学外国语言文化学院

出　　处： 《外语艺术教育研究》 2016年第1期9-12,共4页

摘　　要： 广告用语是一种特殊的交际形式,具有很强的策略性及说服性,语用预设作为一种语用策略在食品广告中被广泛使用,这有利于商家吸引更多消费者,也是广告策略的体现。对广告的定性与定量研究显示,食品广告语中状态类预设出现频率最高,这一发现与食品生产商及广告制作者试图把握消费者的需求,从而推广自家产品的意图吻合。同时,事实、信念及行为三类预设在食品广告中也发挥着重大作用。 As a special form of communication, advertising language is quite strategic and persuasive. Pragmatic presupposition is widely used in food advertising as a pragmatic strategy. It is a manifestation of advertising strategy which helps to attract consumers. This study shows state presupposition to have the highest frequency in food advertising. The finding corresponds with the aim of manufacturers and copywriters to grasp the needs of consumers and thus promote their products. Moreover, the other three kinds of presuppositions, i.e., factive, belief, and behavior presupposition also play an essential role in food advertising.

关 键 词： 语用预设 广告用语 食品广告

领　　域： [语言文字]