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| 文章编号：1672-104(2003)02-274-4 |
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广告用语的预设和隐含 |
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刘金英 |
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（中南大学外国语学院，湖南长沙，410075） |
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| 摘 要： 由于广告本身的特点，决定了广告用语必须短小精练并要达到宣传目的，而预设和隐含就是广告用语中常用的两种方法。作者通过对一些有代表性的广告词的语用预设和语义预设分析以及隐含手法分析，说明运用预设和隐含不仅能扩大广告信息量，弥补短小篇幅带来的不足，而且还能吸引广告对象做出自我分析推断，避免因明示或直接断言可能招致的风险。 |
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| 关键词： 广告用语； 语用预设； 语义预设； 话语隐含 |
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Presupposition and implicature in advertising |
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LIU Jin-in |
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（School of Foreign Languages, Central South University, Changsha 410083, China） |
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| Abstract: Advertising is characterized by brevity and conciseness in its language. Through the analysis of the language in some typical advertisements, the author finds that presupposition and implicature are frequently used and they play a positive role in helping achieve advertising goals. Presupposition and implicature can not only increase the information, but also attract the receptors to make their own inferences, thus avoiding the possible risk caused by ostention or direct assertion. |
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Key words: advertising; pragmatic presupposition; semantic presupposition; conversational implicature |
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