International Journal of Language & Linguistics

Presuppositions in Strategies of Conveying New Information in Print Advertising Language
Yuan Pang

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. Fifteen advertisements, culled from English newspapers and magazines, are analyzed to examine the roles that presupposition plays in strategies of conveying new information in print advertising language. This study might be significant in providing certain possible theoretical guidance to the print advertising practitioners to design successful advertising texts.

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