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A Study of the Functions of Presupposition in English Advertisements

Min Zhang


Advertising is an important social phenomenon in the global economic time and information age. Advertisements exist
almost everywhere in our daily life, so they have become an important part of the social communication. Besides, as the soul of advertising,
the advertising language has a close relationship with the success of advertisements. Therefore, due to its importance, more and more
scholars and experts pay much attention to the research of advertising from various perspectives. Among these numerous studies, the study
of presupposition in English advertisement is a newly emerging area in the linguistic fi eld. As a very important topic in linguistics, especially
in pragmatics, the presupposition is frequently employed in order to enhance the eff ects of persuasion in advertisements. So the present study
is aimed to analyze the widespread use of presupposition and present a detailed analysis of the functions of presupposition in the English
advertisements. At the same time, it is also expected that this study can shed some light on the future research in this area.


presupposition; advertisement; function; pragmatics

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i5.8636