Presuppositions in Strategies of Pragmatic Maneuver in Print Advertising Language

Abstract

This paper attempts to explore the possible functions of presupposition in print advertising language to find out the positive roles played by presupposition in helping advertising achieve its persuasion goal. Seventeen advertisements, culled from English newspapers and magazines, are analyzed to examine the roles that presupposition plays in strategies of pragmatic maneuver. This study is significant in providing certain possible theoretical guidance to the print advertising practitioners to design successful advertising texts.