| 语用预设与广告中的社会心理 |
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| 引用本文： | 段文汇.语用预设与广告中的社会心理[J].内江师范学院学报,2009,24(9):87-90. |
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| 作者姓名： | 段文汇 |
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| 作者单位： | 内江师范学院外国语学院,四川,内江,641112 |
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| 基金项目： | 内江师范学院青年基金项目 |
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| 摘 要： | 语用预设具有单向性、主观性和隐蔽性等特点。语用预设在实现广告的社会心理以及市场策略方面起着举足轻重的作用。通过运用语用预设，可以增强广告的可信度，实现广告制作者的自我保护，取得委婉的表达效果。
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| 关 键 词： | 语用预设 广告 社会心理 |
A Pragmatic Approach to Presupposition in Socio-Psychology in Advertising |
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| DUAN Wen-hui.A Pragmatic Approach to Presupposition in Socio-Psychology in Advertising[J].Journal of Neijiang Teachers College,2009,24(9):87-90. |
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| Authors: | DUAN Wen-hui |
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| Institution: | School of Foreign Languages;Neijiang Normal University;Neijiang;Sichuan;China;641112 |
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| Abstract: | Pragmatic presupposition has such properties as unidirectionality,subjectiveness and latency.And it serves the realization and fulfillment of socio-psychology and market strategy in advertising.Subtle manipulation of presupposition enhances the credibility of advertisements.It protects advertisers from prosecution for certain indefensible claims.It helps to obtain euphemism and thus avoid consumers' unpleasant association and repulsion to the publicized products or services. |
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| Keywords: | pragmatic presupposition socio-psychology in advertising credibility self-protection euphemism |
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