A Study on Presuppositions in Chinese and English Advertising Slogans with Big Data Analysis

Abstract

Along with the multilateral trade among China and other countries, Chinese products and products from other countries are introduced and promoted in other countries as well as in China. In order to achieve this, advertising slogans are prevailing and commonly used. Due to the nature of advertising slogans, which is using minimum words to convey maximum information thereby boosting the sales of products, the presupposition is an essential and crucial part of the discourse of advertising slogans. As a means to make apt and decent advertising slogans, the presupposition that triggered should be considered delicately. The present study analysed the semantic presuppositions types in English and Chinese advertising slogans for the same or similar products so that the differences and similarities can be observed. Furthermore, pragmatic presuppositions in Chinese advertising slogans were discussed, especially in terms of culture and societal context. The results indicate that differences between Chinese and English advertising slogans could be observed in terms of presupposition. Also, specific cultural and societal factors necessitate rigorous considerations, as presuppositions are culturally and contextually sensitive. The findings can be fruitful because companies can refer to the findings when they desire to have appropriate and decent advertising slogans to introduce and promote the products in Chinese markets.