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预设是语言学界讨论的比较多的一个概念。随着研究的深入,人们发现预设不仅是一个语义概念,还是一个语用概念。语用预设作为句子或者话语交谈过程中隐藏的信息或者命题,对于对话中的双方话语理解起着至关重要的作用。语用预设的一些特点也决定了它可以应用于千变万化的广告语中。本文就借以汽车广告语为例,来阐释语用预设的特性和分类。
The presupposition is one of the more discussed concepts in linguistics. With the deepening of the research, people found that the preset is not only a semantic concept, but also a pragmatic concept. Pragmatic presupposition as a message or proposition hidden in the process of sentence or discourse conversation plays a crucial role in discourse understanding of both parties in the conversation. Some of the characteristics of pragmatic presupposition also determine it can be applied to the ever-changing advertising slogan. This article takes automobile advertisement language as an example to explain the characteristics and classification of pragmatic presuppositions.