汽车广告中的语用预设分析.pdf

Abstract
Title: An Analysis of Pragmatic Presupposition in Automobile
Advertising Language
Major: Foreign Linguistics and Applied Linguistics
Name: Guo Jiaojie Signature:
Supervisor: Kang Junying Signature:

Abstract
Nowadays, with the development of the automobile technology, petition
among panies es fiercer. In order to promote sales of their products,
producers will have to draw the potential consumers‘ attention by the way of advertising.
Presuppositions frequently occur in advertisement for it can convey necessary information
about the products in a hidden way. In this research, we are going to study the
presuppositions in automobile advertisement.
Pragmatic presuppositions are best described as a relation between a speaker and the
appropriateness of a sentence in a context (Levinson, 1997: 177). Due to its typical
function that information can municated to audience in an indirect way, pragmatic
presupposition is frequently used by advertisers when designing automobile
advertisements. Based on the previous studies and presupposition theory, this research
aims to study how presupposition is used to convey the necessary positive information,
and advertise the products in a hidden way.
100 automobile advertisements are collected from China Daily, People, and Times
from 2012 to 2013. This thesis adopts qualitative and quantitative research to study the
presupposition in automobile advertisements. The author uses quantitative research to
investigate the frequency and distribution of pragmatic presuppositions in automobile
advertisement, and uses qualitative research to describe and discuss the classification and
functions of each kind of presupposition in advertisement.
Data analysis reveals: first, in automobile advertisements, the highest frequency of
pragmatic presuppositions is state presupposition, which accounts for 31%. Then belief
presupposition and behavior presupposition account for 23% and 20