On the Psychological Strategies of Presupposition in Print Advertising Language

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. Twenty advertisements, culled from English newspapers and magazines, are analyzed to examine the roles that presupposition plays in manipulating consumer psychology in advertising language. This study is significant in providing certain possible theoretical guidance to the print advertising practitioners to design successful advertising texts.