2008•Journal of Neijiang Normal UniversityRequires access

A Pragmatic Approach to Presupposition in Advertising Discourse

Duan Wen-hui

Abstract

Pragmatic presupposition has such properties as felicity conditions and mutual knowledge,which are essential to utterance understanding.It plays a significant role in the organization of advertising discourse.Its skillful application is responsible for an economical and concise advertisement.It ascertains a smooth,coherent and natural advertising discourse.It perfects the macro-structure of an advertisement and makes it well balanced.

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Key concepts: Presupposition, Utterance, Natural (archaeology), Advertising, Linguistics, Sociology, Psychology, Philosophy