Presupposition Strategies in Advertising: A Study of Pragmatic Functions and Communicative Effectiveness

This research analyzes the phenomenon of presupposition in advertising discourse and its role in achieving pragmatic objectives. Advertising discourse not only presents products or services but also plays a significant role in shaping consumer perceptions and creating mental imagery. In advertising texts, presuppositions – previously accepted or confirmed information – are utilized as a crucial tool for effective communication with the target audience. This article focuses on exploring the function of presuppositions in advertising discourse and their contribution to communication strategies.
The study conducts an analysis of advertising discourse from both linguistic and pragmatic perspectives. It examines how presuppositions in advertising texts convey implicit or latent information to the audience. Employing methods of pragmatic, contextual, and linguistic analysis, the research classifies presuppositions and investigates their application in achieving advertising objectives. Based on G.Yule’s classification, various types of presuppositions are analyzed, and their roles and communicative functions in advertising discourse are identified.
The article discusses several pragmatic functions of presuppositions in advertising discourse, including brevity, appeal, emphasis, euphemism, persuasion, expansion, and concealment. These functions are critical in ensuring the effectiveness of advertisements and influencing audience behavior. The research demonstrates that the appropriate use of presuppositions in advertising texts facilitates the creation of an effective mechanism for influencing consumer consciousness.
The utilization of presupposition in advertising discourse proves to be a key instrument in delivering messages accurately and effectively, while also establishing stronger communicative links with the audience. The study demonstrates that presuppositions in advertising discourse play a crucial role in attracting consumers, shaping their opinions, and creating persuasive advertising messages. Pragmatic analysis of presuppositions creates an effective mechanism for influencing the audience's cognition. Thus, this research proposes a novel methodology for analyzing presuppositions in advertising discourse, which aids in making advertising texts more credible, impactful, and goal-oriented.