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Scirj Volume X, Issue VII, July 2022 Edition
ISSN: 2201-2796

A Study on the Adaptation Model of Pragmatic Presuppositions in Food Advertisements

Rui Ma, Zihan Chen, Lixin Zhang

Abstract: Advertising is an art of language and a strategic communicative behavior. Based on Verschueren language adaptation theory, this paper selects advertising slogans on the Internet and TV as the corpus and points out the selection and use of pragmatic presuppositions in food advertising slogans. Specifically, it mainly focus on the specific application of food presets in advertising slogans from the three aspects of context adaptation theory: the physical world, the social world and the psychological world, aiming at the promotion of advertising texts. The study found that most food advertising slogans take psychological and cultural adaptation guidance to strongly guide potential consumers, highlighting the functions and brand advantages of specific products and achieving the purpose of guiding people to consume.

Reference this Paper: A Study on the Adaptation Model of Pragmatic Presuppositions in Food Advertisements by Rui Ma, Zihan Chen, Lixin Zhang published at: "Scientific Research Journal (Scirj), Volume X, Issue VII, July 2022 Edition, Page 9-15 ".

Search Terms: pragmatic presupposition; adaptation theory; advertising slogan

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