Advertising Discourse Of Cultural Default

The paper aims at discussing the relationship of the advertisement discourse and the cultural presupposition. There is no advertisement without cultural presupposition. The character of the advertisement discourse and its cultural feature indicate that language has a close relation with culture.According to the theory of logic semantics and culture pragmatics, there exist inter-cultural presupposition and Tran cultural presupposition. The content of cultural presupposition could be shown by theme-rherne Logical Impetus Formula. The nature of cultural presupposition is mainly transmitting and containing.The existing premise of Tran cultural presupposition is as follows: the language contracts of the mutual communicator, the culture contract, and the culture adaptation aptitude. The characteristic of the Tran cultural presupposition is appropriateness and common knowledge.