A Corpus-Based Analysis on the Pragmatics Presupposition in Perfume Advertisements

The advertisement has been widely utilized as a vital vehicle for information delivery, which highly requires the effects of persuasion with the proper use of pragmatic presupposition. In recent years, scholars have adopted diversified perspectives in the study of advertising discourse, but the research aimed at specific fields of advertisements is scattered, repetitive, and segmented.Hence, the corpus in this paper mainly comes from newspapers and magazines in the early years. This paper collects Chinese and English perfume advertisements from the official website, online flag-ship stores, and magazines of perfume advertising. The pragmatic presupposition in perfume advertisements is analyzed in three aspects through the definition and exemplification. Besides,the positive and negative influences of the perfume pragmatics are discussed to provide instruction for further study on the advertising language.