Advertising Preset Trigger Pragmatic Research

The Presupposition that taking advantage from analytical philosophy is suggested by Frege. After 1960's, the Presupposition is led into linguistics as an important concept. With the development of modern linguistics, people can study it with different angles by such disciplines as semantics, pragmatics, study of information and cognition linguistics. These studies mostly put on the kinds, characteristic properties and effects of the triggering setting up in advance, while few on the mechanism. Frege believed that it can be recognized both in the whole article and in an individual sentence. In other way, the presupposition has obvious connections with architectural peculiar surface aspects. That is what to be related to the triggering language in advance. On the basis of former studies, this article studies the triggering process of presupposition dynamically through semanteme, language uses, cognition and culture in order to show the relation between triggering language and the supercrust form of it. The presupposition triggering language applying to advertisement broadly in the nowadays, becomes one of the pragmatic tactics promoting the sale of goods. It provides the studying concrete context and language material range and make it more immediate significant and practical valuable.The main body of this article can be divided into four parts. The summary part makes the science determination and the type partition on triggering language in advance in advertisement. On this basis, the second part dynamicly analyses the specially appointed advertisement context factor on triggering language in advertisement. In the third part, it studies the speech basis of complied with the study of information angle. Then it uses the Idealized cognitive models and figure-background theory in cognition linguistics study the cognition basis of triggering in advertisement. And with the comparatively analytical method, the third part shows the culture basis of triggering. In the last part, from the characteristic property that triggering language is a pragmatic tactics, it shows the language function in advertisement and thus lead to the systematic theory system of triggering in advertisement.In one word, this article insists that advertisement social intercourse is a kind of peculiar development social intercourse behavior. It makes all-direction, stereoscopic dyadic analyzing on triggering in advance in advertisement language which break the frame of former study and lead us to a new field. Hope to do something for the study on advertisement language and triggering language in advance as little as possible.