Abstract

The advertising campaign has become an important and indispensable part of commodity society. Advertising language is one of the most important communication factors in the advertising campaign. In order to persuade potential consumers to accept and buy products, advertisers often take various strategies to make advertising language more attractive. Since presupposition has the function of simplifying the advertising language, increasing information and shifting information focus, it is one of the strategies. Based on the theory of presupposition, this paper analyzes cosmetic advertising language according to the classification of presupposition triggers. On this basis, this paper is to conclude the functions of presupposition in advertising language and manages to provide references for creating cosmetic advertisements.

Key words: semantic presupposition; presupposition triggers; cosmetic advertising language

Contents

Abstract

中文摘要

1 Introduction.1

2 Literature review..2

  2.1 The study of advertising language..2

2.1.1 The definition of advertising language..2

2.1.2 Studies of advertising language at home and abroad2

  2.2 The Study of presupposition.3

2.2.1 A brief introduction to presupposition3

2.2.2The research of presupposition triggers..4

3 Classification of presupposition triggers in cosmetic advertising language.5

  3.1. Presupposition triggers at lexical level..5

3.1.1 Verb presupposition triggers5

3.1.2 Adverb presupposition triggers..7

3.1.3 Nounal presupposition triggers..9

  3.2 Presupposition triggers at syntactic level 9

3.2.1 Temporal adverbial clauses..103.2.2 Cleft sentences..103.2.3 Questions10

3.2.4 Repetition structures..11

3.2.5 Contrast structures.11

3.2.6 Special structures11

  3.3 Presupposition triggers at phonetic level..12

4 The functions of presupposition in advertising languages ..12

  4.1 Text function.. 13

4.1.1 Simplifying the advertising language  13

4.1.2 Implying meanings.. 13

  4.2 Informational function ..14

4.2.1 Increasing information 14

4.2.2 Shifting information focus ..15

5 Conclusion.15

References