第1页共17页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共17页IntroductionTheadvertisementisakindoflinguisticart.Nowadays,advertisementscanbefoundeverywhere,whichhavebecomeaninescapablepartofourdailylife.Asamatteroffact,theadvertisementisakindofpublicactivity,whichmeanstoinformsomebodyofsomethingandcatchhisattention.Advertisementsintendtotriggeraspecialresponsefromtheconsumers;thereforetheyareloadedwithgreatpersuasivelanguage.Itisnoexaggerationtosaythatourlifeismoreorlessinfluencedandevenchangedbysomanyadvertisementsaroundusinthemodernsociety.Alotofadvertisementsinthepublicationarecompetingfortheaudience’sattention,andthentheadvertiserstrytomaketheiradvertisementscatchtheaudience’sattention.However,sometimessmartadvertisersusesomeconcealedmeansorimplicationtocontroltheirtruemeanings.Inordertorealizethetruemeaningsoftheadvertisement,wemustlearntoutilizefullypragmatics.Pragmaticpresuppositionconcernsaboutthespeakersandthehearers,sodoestheadvertisement.Therefore,pragmaticpresuppositionisacomprehensivemeansappliedtotheadvertisements,whichmakesadvertisementsmoreconcise,attractiveandpersuasive.1.AnIntroductiontoAdvertisements1.1DefinitionsofAdvertisementsandItsImportanceTheadvertisementisoneoftheoldestformsofpublicannouncements.EncyclopediaBritanniadefinesadvertisingasfollowing:Thetechniquesusedtobringproducts,services，opinionsorcausetopublicnoticeforthepurposeofpersuadingthepublictorespondinacertainwaytowardswhatisadvertised.Mostadvertisinginvolvespromotinggoodsthatisforsale,butsimilarmethodsareusedtoencouragepeopletodrivesafely，to第2页共17页第1页共17页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共17页supportvariouscharities，ortovoteforpoliticalcandidates.Inmanycountriesadvertisingisthemostimportantsourceofincomeformedia(e.g.newspaper,magazines,ortelevisionstations)throughwhichitisconducted,(EncyclopediaBritanniaDictionary，1985:96).Asamatteroffact,thedefinitionsof“advertisements”aremanyandvaried.Amongthem,oneofthebothwidelyacceptedandlatestdefinitionsisputforwardbyO’Guinn,T.C.andSemenik,J.R.(1998.6)as“advertisingisapaid,mass-mediatedattempttopersuade.”Asweknow,advertisementshavebecomeapartofourdailylifeandweareallexposedtovariouskindsofadvertisements—onradioandtelevision,innewspapersandmagazines,oncitystreetsandbuses,andevenoncomputerscreensandmobilephones.Intoday’sageofmassproductionandfiercecompetitionformarkets,theadvertisementhasbecomeanessentialmeansforadvertiserstomaketheirproductsorservicespubliclyknownandultimatelytomoveconsumerstobuyandkeepbuyingtheirgoodsorservices.Nationaleconomyneedsadvertisementsforitsdevelopment.Enterprisesneedadvertisementsforcompetition.Peoplegenerallyneedadvertisementsforhelpinchoosingcommoditiesandfortheenrichmentofspirituallife.Therefore,itisnoexaggerationtosaythatourlifeismoreorlessinfluencedandevenchangedbysomanyadvertisementsaroundusinthemodernsociety.1.2PurposesandFunctionsofAdvertisementsFromthedefinitionofadvertisementwehavementionedabove,wecanlearnthefunctionsofadvertisement:informingandpersuading.Byinforming,advertiserswanttocommunicateinformationabouttheproducts,itsfeatures,anditssale.Bypersuading,advertiserstrytoinduceconsumerstotrynewproducts.Theultimategoalofadvertisementistoinformthepotentialconsumersoftheadvertisedproductsorservices,andtopersuadethemtotakepurchaseactions.T...
