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语用学作业1.Wecan’tkeepsomethingthisjuicyasecret.Theexistentialpresuppositionofthisadvertisementistriggeredbythedemonstrativepronoun“this”,whichpresupposesthatthereissomething“thisjuicy”,andthenmakesanassertionaboutit.Oneimportantfunctionofthepresuppositionhereistopromoteakindofideologywithinadvertising;inthiscase,theidea“juiciness”issomehowrelatedtoshampooandhair.2.Olaycompletewithsheerbuttersignificantlyimprovesextra-bodyskin.Completebodywashes.Alotofinformationisconveyedthroughtheemploymentofstatepresupposition.Statepresuppositionremindsthereadersoftheunpleasantstatesofthepastinasubtleway.Inthisway,deepimpressionwillbeleftonthemindsofthereadersandthepurposeoftheadvertisementwillbeaccomplishedaccordingly.3.ThingsgobetterwithCoca-Cola.Beliefpresuppositionsareusedeffectivelyintheaboveadvertisement.ItispresupposedthatCoca-Colaenablesthingsaroundustogobetterbefore.Thisadvertisementtriestoimposethefollowingbeliefonthemindsoftheconsumers:iftheydrinkCoca-Cola,thingswillgobetterwiththem.4.BrightenyoursmilethissummerwithCrestWhitestrips.ThisadvertisementpresupposesthatyoudidnotbrightenyoursmilewithCrestWhitestripsbeforethissummer.Obviously,thepotentialconsumershavethefollowingbehaviorneeds:theywanttobrightentheirsmileinsummer.However,theformertoothpastescannotsatisfytheneeds.Bypresupposingthedissatisfyingbehavior,theadvertisementintroducesanewproductCrestWhitestripsthatcanchangeoreliminatetheunfavorablebehaviors.Suchstrategycaneasilymeettheconsumers'psychologicalneedsandwants.5.Feelfreetolieaboutyourage.Itispresupposedthatwomenareafraidoftellingtheirtrueagebutthequalityofskincan'tcoverit.Youdon'tworryaboutyourageanylongerbecauseOlaycanperfectyourskin.ThemeritsofOlayarestatedouthumorously,andwomenaresuretobeimpresseddeeplybythelanguageinthisadvertisementandwouldliketochoosesuchcosmetics.6.Youpressthebutton,andwe‘lldotherest.(KODAKcamera)ThisadvertisementisforakindofKODAKcamera.Itmeansyouonlyneedtopressthebuttonandthenwaitforagoodphotograph.KODAKwilldothereststepsforyou.Thepresuppositioninthisadvertisementsuggeststhatthiskindofcamerahasgoodperformanceandeasilytouse.Italsoshowstheproducer’sconfidenceforthecamera.Doubtstructureisthemostindirectandmostusefulmarketingtoolinadvertisinglanguage.Equally,doubtstructurealsohassuggestivepresuppositioninit.7.Hi-Fi,Hi-Fun,Hi-Fashion.OnlyfromSony.Thisisthecontrastivepresupposition’srole.Thecontrastivepresuppositioncanhighlightsomeadvantagesanduniquenessofbepromotionalproductsthanothersimilarproducts.Throughthecontrastivepresupposition,advertisersnotonlytransfertheirownproducts,servicesandinformation,butalsotransfercompetitorsinformationindirectly.Inthisway,theycanhighlighttheirstrengths,andrevealstheopponentfaults.8.Agenerationasuniqueasthisneedsanewgenerationofpersonalfinancialplanning.Theadvertiseravoidsusing“you”tobemodestbecauseitwillcauserepulsioniftheadvertisementsays“youneedanewgenerationofpersonalfinancialplanning”asifthereadersarenotabletoplantheirfinance.9.Alwaysbeimitated,neverbebeyond.Thepresuppositioncontainedinthisadvertisementisthatsomebodyorsomecompaniesmayimitatetheodginalityandachievementofthecompany.Butactuallywhetheritwillbeimitatedornotisstillunknown.Thatistosayevendon’tknowwhetheritisworthyofimitating.Buttheseuncertainelementsareconcealedbypresupposition.10.Spoilyourself,notspoilyourfigure.ThisisanadvertisementforWeightWatchericecream.Asisknowntoall,icecreamisakindofheatandpeoplewhohaveeatenitwillgetfat.Foreignerspaymuchattentiontothisaspect.Thisadvertisementmakesuseofbeliefpresuppositiontoshowthattheproductisthefoodofsmallquantityofheatandconsumerscaneatasmuchastheylike.Butweallknowthatitisuselessforustoeatsomuchfoodtoloseweigh.11.Adiamondisforever.Therenderingoftheadvertisingwords“Adiamondisforever.”Therenderingexactlyconveystheoriginalmeaningbythemethodsofamplificationandsupplementary,furthermore,therenderingstrengthenstheoriginaltoneandrenderingmakinguseofrhymingiseasyforconsumerstoremember.AlsotherenderingoftheadvertisementforforeigntouristcompanyfullyembodiestheromanticcharmofChineseculture.12.Arthritispains?AllyouneedisBayerAspirin!ThisisanadvertisementforBayerAspirin.Thepragmaticpresuppositionofthisadvertisingsentenceisthatatpresentyouareintheconditionthatyourjointsarepainful.Ofcoursetheconsumerswhoareinthatstateconceivedesirestobreakawayfromthisstate.Afterheatingorseeingthissentence,theconsumerswhoareboundtobegreatestgratified.13.Goldenroasted,richer,smother.Almosteveryadvertisementisnottellingtheintentionforintroducingtheproductdirectly.Butconsumerscandeducetheintentionfromthecontextthat“Iamverygladtointroduceyouakindofcoffee”.Throughtheconfirmativepresupposition,advertisementdesignersnotonlybroadcasttheproduct,butalsohighlightthecharacteristicsofthisproducttoattractconsumers.14.ChinaColaThisisanadvertisementforakindofCokedrinkwhichismadebytheChinese.Thepragmaticpresuppositionherecanbeexpressedas“consumersoriginallythinkofCoco-colawhentalkingaboutcoke.”Wemustadmitthatmanypeoplehavethiskindofattitudeaboutcokedrink.Butthisisaharmfulfashionbecauseeverybod