| 语用预设与广告信息 |
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| 引用本文： | 段文汇.语用预设与广告信息[J].内江师范学院学报,2008,23(5):65-68. |
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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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| 摘 要： | 语用预设具有单向性、主观性和隐蔽性等特点，在传递广告信息中发挥着重要作用。合理、巧妙地使用语用预设，能够使广告信息更加含蓄化；能够扩大广告信息含量；能够凸显广告的焦点信息。
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| 关 键 词： | 语用预设 广告信息 广告效果 |
A Pragmatic Approach to Presupposition in Advertising Information |
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| DUAN Wen-hui.A Pragmatic Approach to Presupposition in Advertising Information[J].Journal of Neijiang Teachers College,2008,23(5):65-68. |
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| Authors: | DUAN Wen-hui |
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| Institution: | DUAN Wen-hui (School of Foreign Languages, Neijiang Normal University, Neijiang, Sichuan 641112) |
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| Abstract: | Pragmatic presupposition is characterized by such properties as unidirectionality, subjectiveness and latency and it plays an important role in conveying the advertising message. The proper and adroit employment of pragmatic presupposition can make the advertising information more connotative, widen the amount and protrude the focus of the advertising information. |
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| Keywords: | pragmatic presupposition advertising information advertising effect |
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