An Adaptation Theory-based Analysis of Pragmatic Presupposition in Chinese Advertising Discourse

Pragmatic presupposition,as a pragmatic strategy of speech acts,has attracted great attention of many scholars who conducted their research from different viewpoints like logic and linguistics.After reviewing the past research from the above viewpoints and pointing out their achievements and limitations,this paper attempts to apply Verschueren's adaptation theory to pragmatic presupposition as a pragmatic strategy of speech acts.The author concludes that pragmatic presuppositions in Chinese advertising discourse are actually the outcomes of linguistic choices interadaptable with language users' mental world,social world and physical world.