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1、IntroductionThe advertisement is a kind of linguistic art. Nowadays, advertisements can be found everywhere, which have become an inescapable part of our daily life. As a matter of fact, the advertisement is a kind of public activity, which means to inform somebody of something and catch his attenti
2、on. Advertisements intend to trigger a special response from the consumers; therefore they are loaded with great persuasive language. It is no exaggeration to say that our life is more or less influenced and even changed by so many advertisements around us in the modern society. A lot of advertiseme
3、nts in the publication are competing for the audiences attention, and then the advertisers try to make their advertisements catch the audiences attention. However, sometimes smart advertisers use some concealed means or implication to control their true meanings. In order to realize the true meaning
4、s of the advertisement, we must learn to utilize fully pragmatics. Pragmatic presupposition concerns about the speakers and the hearers, so does the advertisement. Therefore, pragmatic presupposition is a comprehensive means applied to the advertisements, which makes advertisements more concise, att
5、ractive and persuasive.1. An Introduction to Advertisements1.1 Definitions of Advertisements and Its ImportanceThe advertisement is one of the oldest forms of public announcements. Encyclopedia Britannia defines advertising as following: The techniques used to bring products, services，opinions or ca
6、use to public notice for the purpose of persuading the public to respond in a certain way towards what is advertised. Most advertising involves promoting goods that is for sale, but similar methods are used to encourage people to drive safely，to support various charities，or to vote for political can
7、didates. In many countries advertising is the most important source of income for media (e.g. newspaper, magazines, or television stations) through which it is conducted, (Encyclopedia Britannia Dictionary，1985:96). As a matter of fact, the definitions of “advertisements” are many and varied. Among
8、them, one of the both widely accepted and latest definitions is put forward by OGuinn,T.C. and Semenik,J.R.(1998.6) as “advertising is a paid ,mass-mediated attempt to persuade.”As we know, advertisements have become a part of our daily life and we are all exposed to various kinds of advertisementso
9、n radio and television, in newspapers and magazines, on city streets and buses, and even on computer screens and mobile phones. In todays age of mass production and fierce competition for markets, the advertisement has become an essential means for advertisers to make their products or services publ
10、icly known and ultimately to move consumers to buy and keep buying their goods or services. National economy needs advertisements for its development. Enterprises need advertisements for competition. People generally need advertisements for help in choosing commodities and for the enrichment of spir
11、itual life. Therefore, it is no exaggeration to say that our life is more or less influenced and even changed by so many advertisements around us in the modern society.1.2 Purposes and Functions of AdvertisementsFrom the definition of advertisement we have mentioned above, we can learn the functions
12、 of advertisement: informing and persuading. By informing, advertisers want to communicate information about the products, its features, and its sale. By persuading, advertisers try to induce consumers to try new products. The ultimate goal of advertisement is to inform the potential consumers of th
13、e advertised products or services, and to persuade them to take purchase actions. Therefore, if advertisers succeed in providing a great deal of information about their products but fail to persuade anybody to buy the product, it is hard to say the advertisement is successful. Generally speaking, ad
14、vertisers should let their advertisements conform following steps:Firstly, it is necessary to catch the audiences attention for a long time. Once the audiences attention has been captured, the advertisement must hold the audiences attention and convince him that the advertisement is particular. The
15、successful advertisement should let the audiences have the desire to buy the products and persuade them that the products satisfy their needs or provide a need that they have not felt before. Moreover, the advertisements must let them know that the products advertised are better than other competiti
16、ve products. If the advertisement is successful, it would promote the audiences to buy the products. Then, the audiences will take actions and buy the advertised products. Maybe they will buy the products in a short time or even a few years later. So, the more successful the advertisement is, the more possible the consumers will buy the advertised products. From the above discussion, we may make it clear that the purpose of all of the advertisements is the
