2005•Unpublished venueRequires access

The Unique Function of Pragmatic Presupposition In Advertising Discourse

Tang De-gen

Abstract

Pragmatic presupposition is an important topic in pragmatics. Its application to advertising discourse not only makes advertisement extremely persuasive, but coincides with some characteristics of advertising language as well, such as brevity, convincing and seductiveness and so on. The properties of pragmatic presupposition, such as common ground, subjectivity, and latency, offered the possibility of displaying its unique functions in advertising discourses. Thus, it becomes the primary verbal strategy of successful advertisements.

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Available abstract

Key concepts: Presupposition, Subjectivity, Pragmatics, Advertising, Common ground, Linguistics, Function (biology), Psychology