A New Perspective Research Of Pragmatic Presupposition In Chinese Cosmetics Advertising Texts

The thesis studies Chinese cosmetics advertising text from a new perspective of pragmatic presupposition in order to help advertisers achieve business purpose effectively and legally with the linguistic tool.Based on consumer psychology proposed in L&S model and related theories on presupposition,the thesis re-classifies pragmatic presupposition into factive presupposition,belief presupposition,state presupposition and cultural presupposition,after which case study is conducted on the texts qualitatively.The analysis suggests that factive presupposition can present facts to increase credibility of the product,that belief presupposition can consolidate or challenge customers‘ belief,that state presupposition can recall or envision state to create desire for the product and that cultural presupposition can generate resonance with the customers.Particularly,based on Measures on the Administration of Cosmetics Advertisements,a decree passed by State Administration for Industry and Commerce of the People’s Republic of China,the author discovers four types of illegal use of factive presupposition,including data,expert recommendation,product efficacy and medical terms.At the end,suggestions are provided in regards to proper treatment of the tool,where four types of pragmatic presuppositions are summarized and measures on containing its illegal use are proposed from the angels of advertisers,consumers and government.The study has both theoretical and practical significance.Theoretically,it re-classifies pragmatic presupposition in a more concise and less overlapping manner.Besides,it introduces legal terms to discuss the illegal use of factive presupposition,a perspective rarely adopted before.Practically,it is expected that the study can shed light on the design of cosmetics advertising texts in a more artistic and persuasive way without illegal use of pragmatic presuppositions that may mislead customers.