IJLLL 2022 Vol.8(1): 31-35 ISSN: 2382-6282
DOI: 10.18178/IJLLL.2022.8.1.318

A Study of Pragmatic Presupposition on Airline Advertising Slogans

Liu Yang and Tian Jianguo
Abstract—This paper collected 83 airline advertising slogans from the website SlogansPoint.com. to figure out the categories, the frequencies of each type and functions of pragmatic presuppositions adopted in these airline advertising slogans. The study found that there are existential, factive, belief, state and behavior presuppositions in these airline slogans, and factive presupposition occupies the highest proportion, followed by existential presupposition. The study also found these presuppositions have the following functions: conciseness, diversity, persuasion, politeness and concealment. These results provide some strategies for advertisers as to how to design appealing and effective advertisements, and inform customers of the working mechanism of advertisement.

Index Terms—Airline advertising slogans, functions of presupposition, pragmatic presupposition.

The authors are with the Northwestern Polytechnical University, Xi’an, China (e-mail: 1095993142@qq.com).

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Cite:Liu Yang and Tian Jianguo, "A Study of Pragmatic Presupposition on Airline Advertising Slogans," International Journal of Languages, Literature and Linguistics vol. 8, no. 1, pp. 31-35, 2022.

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