| 语用预设与广告语篇 |
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| 引用本文： | 段文汇.语用预设与广告语篇[J].内江师范学院学报,2008,23(11):73-76. |
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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： | 语用预设相对于话语理解而言,具有适切性和共知性,在广告语篇中发挥着重要作用。恰当地运用语用预设,可以使广告语篇经济、简洁;可以使广告中的信息流前后衔接、通顺连贯;可以使广告语篇的宏观结构主次分明、布局合理。
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| 关 键 词： | 语用预设 广告语篇 宏观结构 |
A Pragmatic Approach to Presupposition in Advertising Discourse |
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| DUAN Wen-hui.A Pragmatic Approach to Presupposition in Advertising Discourse[J].Journal of Neijiang Teachers College,2008,23(11):73-76. |
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| Authors: | DUAN Wen-hui |
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| Institution: | DUAN Wen-hui (The School of Foreign Languages, Neijiang Normal University, N eijiang, Sichuan 641112, China) |
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| 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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| Keywords: | pragmatic presupposition advertising discourse concise coherent macrostructure |
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