Analysisofthepresuppositionandentailmentinadvertisement..docVIP

Analysis of the presupposition and entailment in advertisement 杨一茜、林海双、赵结瑜、钟金丽、许洁倩 语英1082 Abstracts Advertising plays a very important part in winning a good reputation for the product and its sales. Advertising language is a means for addresser to attract addressee. The understanding of advertising language is deeply related to presupposition. As for entailment, advertisers always break the Grice’s Principle so as to pass the implicature to the consumers. This paper discusses the relationship between advertising language, advertising addresser and advertising addressee in terms of presupposition and entailment and analyzes the strategies based on relevance theory. Key words: presupposition entailment advertisement Co- operative Principle Introduction Advertising plays a very important part nowadays in acquiring a good reputation for the product and its sales. Modern manufactures pay much attention on advertisement, regarding it as a very essential way to persuade the consumers to buy their products. Since the birth of modern advertisement 100 years ago, many scholars and experts have attempted to study advertising language from different angles. Some scholars study it from the angles of communication, economics and psychology and others study it from the angle of pragmatics. Inspired by them, this paper is intended to make an approach to the presupposition and entailment in advertisement so that it is expected to provide a broader point of view to study advertising language. In advertisement, presupposition could be roughly divided into four types: belief presupposition, factive presupposition, behavior presupposition and state presupposition. Each kind of presupposition has its own influence on the effectiveness of advertisement and on encouraging consumers to buy the product. Co- operative Principle, which is also called as Grice’s Principle, is often violated deliberately by advertisers in advertisements in order to pass the image of products mo