多模态饮品广告的预设研究

An Analysis of Presupposition in Multi-Modal Advertisements for Beverages

摘要: 广告作为一种劝导性行为，普遍存在于人们的日常生活中。越来越多的学者将关注的重点放在了广告中的语用预设研究上，然而鲜有学者对多模态广告中的预设进行研究。本文采用定性研究与定量研究相结合的方法，对三则不同种类的多模态饮品广告中的预设进行研究。研究表明，大多数非言语行为模态下的预设是建立在人们的经验基础之上的。此外，本文在前人研究的基础之上，提出一种新的语用预设——经验预设。在多模态饮品广告中，经验预设出现次数最多，其次是事实预设，信念预设。多种预设的共同使用对于实现广告效果起了重要的作用。

Abstract: As persuasive phenomena, ads exist pervasively in human’s daily life. Nowadays, more and more scholars focus on the analysis of pragmatic presupposition of ads; however, few of them pay attention to the presupposition in multimodal advertisements. This paper applies a combination of both qualitative and quantitative methods to the study of presuppositions of three different types of multimodal beverage ads. The research finds that the presupposition of most non-verbal behavioral model is based on the people’s experience. Besides, in accordance with prior studies, experienced presupposition, a newly coined pragmatic presupposition, is put forward. In multi-modality beverage ads, the occurrence of experienced presupposition, followed by factive presupposition and state presupposition, is in the highest frequency. The application of multiple presets plays a significant role in achieving advertising effectiveness.