Pragmatic Presupposition and Its Function in Advertisements: a Case Study of Lancôme

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/).

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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  -