Manifestation of Presupposition in the Texts of Radio
Keywords:
presupposition, radio advertising, pragmatic presupposition, semantic presupposition, existential presuppositionAbstract
This article analyzes the manifestation of various types of presuppositions (pre-assumed information) in radio advertising texts. Presupposition is a significant concept in linguistics and pragmatics, forming based on shared knowledge between the speaker and the listener. The article examines the philosophical and linguistic foundations of presupposition, particularly the approaches of scholars such as G. Frege, P. Strawson, R. Stalnaker, and S. Levinson. It also analyzes the types of presuppositions proposed by G. Yule — existential, factive, lexical, structural, non-factive, and counterfactual — using examples from radio advertising texts. The research findings indicate that presuppositions contribute to the conciseness and expressiveness of advertising texts, playing a crucial role in fostering consumer trust and interest in a product or service. Additionally, the article provides recommendations for the effective use of presuppositions in advertising creation.
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