2023年度十大最具辨识度广告语中的语用预设探析

An Analysis of Pragmatic Presupposition in the Top 10 Most Recognizable Advertising Slogans of 2023

摘要: 近年来，语用预设受到的关注度越来越高，尤其是在广告语的设计中，可以看到语用预设的大量使用。本文以益普索公司发布的2023年度十大最具辨识度广告语为语料，分析在这十则广告语中语用预设的使用情况，并探讨语用预设的使用对于广告宣传带来的帮助，发现广告语中语用预设的使用能有效增强广告产品的可信度并且让广告宣传充满趣味性，从而弱化广告背后的盈利目的。基于此，本研究以期为广告语从业者带来新的启发与思考，从而为广告语的设计带来新的灵感与巧思。

Abstract: Pragmatic presupposition has become more and more popular in recent years and its application is particularly seen in advertising slogans. In this paper, the top 10 most recognizable advertising slogans of 2023 by Ipsos are analyzed, through which the way of pragmatic presupposition is analyzed and the effects of pragmatic presupposition on advertisements will be discussed. This research finds that the application of presupposition in advertisements can effectively enhance the credibility of the advertised product and make the advertisement interesting, thus weakening the profit-making purpose behind the advertisement. Therefore, this study aims to bring new enlightenment and thinking to advertising slogan practitioners, so as to encourage new inspiration and ingenuity to the design of advertising slogans.