多模态视角下香水广告的语用预设研究

A Multimodal Study of Pragmatic Presuppositions in Perfume Advertising

摘要: 本文以多模态话语分析的综合理论为分析框架，研究了132个香水广告的语用预设使用情况及其功能。研究发现，93.99%的香水使用了两种以上的语用预设，以多模态形式传达广告信息。最常使用的预设类型包括有事实预设、信念预设、状态预设、行为预设、品质预设和文化预设六种预设。其中，事实预设、品质预设和信念预设是广告中使用频率最高的预设。语用预设在广告发挥着增强信息简洁性和策略性、吸引力、传达说服力，以及产生共鸣和感染力。旨在探讨当前广告设计中使用语用预设和多模态手段的语言实践，为广告语用学研究提供新的视角，加深对广告的理解。

Abstract: Taking multimodal discourse analysis as the analytical framework, this study examines the use and functions of pragmatic presuppositions in 132 perfume advertisements. The findings reveal that 93.99% of the perfumes employ more than two types of pragmatic presuppositions to convey advertising messages in multimodal forms. The most frequently used presupposition types include factive, belief, state, behavior, quality and culture presuppositions. Among them, factive, quality and belief presuppositions are the most commonly used in advertisements. Pragmatic presuppositions play a role in enhancing the conciseness and strategic nature of information, attracting attention, conveying persuasiveness, and generating resonance and emotional impact in advertisements. This study aims to explore the linguistic practices of using pragmatic presuppositions and multimodal means in current advertising design, providing a new perspective for research in advertising pragmatics and deepening the understanding of advertisements.