Pragmatic Presupposition and Its Function in Advertisements: a Case Study of Lancôme
Authors
Xinyun Tang
Corresponding Author
Xinyun Tang
Available Online July 2019.
- DOI
- 10.2991/iccessh-19.2019.252How to use a DOI?
- Keywords
- presupposition; advertisements; fuction
- Abstract
The paper aims to discuss the pragmatic presupposition and its function in advertisements. In order to illustrate this, 9 pieces of print advertisements of Lancôme are selected for analysis. The main findings are: first, the employment of presupposition may make the advertisements more persuasive and convincing; second, presupposition in the advertisements serves the purpose of praise or flattery; third, the employment of presupposition makes the language of advertisements more concise but rich in content, hence saving the costs for the advertisers.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Xinyun Tang PY - 2019/07 DA - 2019/07 TI - Pragmatic Presupposition and Its Function in Advertisements: a Case Study of Lancôme BT - Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019) PB - Atlantis Press SP - 1132 EP - 1138 SN - 2352-5398 UR - https://doi.org/10.2991/iccessh-19.2019.252 DO - 10.2991/iccessh-19.2019.252 ID - Tang2019/07 ER -