A Brief Study on Pragmatic Presupposition in Advertising

Abstract

In modern society, advertising plays a very important role in people’s daily life. The language of advertising is basically persuasive,
therefore all possible means, linguistic or non-linguistic, have been adopted by advertisement writers to serve the purposes of adverting. As a
very important topic in linguistics especially in pragmatics, presupposition is frequently employed in order to enhance the eff ects of persuasion in
advertisements because of its own special properties and characteristics. This paper will study the advertisement from the perspective of pragmatic
presupposition, so as to fi nd out the positive roles played by presupposition in helping advertising achieve its persuasion goal.