A Study of Pragmatic Presuppositions of Chinese and Foreign Mobile Advertisements 
Wu Shoulong

School of English Studies Xi'an International Studies University，Xi'an City Shaanxi Province, 710000;

Abstract：With the rapid development of economic globalization, advertising has become more and more important in various market activities. This research focuses on Chinese and foreign mobile phone advertisements, and makes a deep analysis on how pragmatic presuppositions are applied in these advertisements.In the process of the study, researchers collected 106 advertising texts from the official websites of 10 famous domestic mobile phone brands and 10 foreign mobile phone brands. Based on the presupposition triggers and the classification method proposed by Yule, pragmatic presuppositions are divided into six different types. Existential presupposition and factive presupposition are two typical examples among them.The results of this research show that structural presuppositions and non-factive presuppositions appear relatively frequently. They are widely used in mobile phone advertisements to build product images and pass on the advantages of products. Pragmatic presuppositions play several important roles in mobile phone advertisements. For example, they can enhance the recognition degree of products, improve the competitiveness of brands, and arouse emotional resonance among consumers.At the same time, there are obvious differences in the use of pragmatic presuppositions between Chinese and foreign mobile phone advertisements. Chinese advertisements often depend on cultural symbols and emotional appeals to attract audiences. On the contrary, foreign advertisements are more likely to focus on the expression of universal values. This study provides theoretical support for people to understand the language strategies of advertisements. It also has certain reference significance for the fields of marketing, communication and language teaching.

Keywords: Mobile phone advertisements; Pragmatic presuppositions; Presupposition triggers; Cultural differences

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