The Pragmatic Functions of Presupposition in Hebrew Advertisement

Abstract

This study examines the pragmatic functions of presupposition in Hebrew advertisements, and how advertisers use this strategy to attract the target audience. It also provides a historical overview of the linguistic and content evolution of Hebrew advertisement as a discourse reflecting societal behaviors and culture. The study aims to highlight the importance of employing presupposition in advertisement text, considering presupposition theory as one of the most significant theories in pragmatics, alongside speech act theory an argumentation theory. The research offers a critical analytical perspective on the functions of presuppositions utilized by advertisers and their role in shaping the collective consciousness of the target audience to influence them. The analysis also reveals the hidden intentions of advertisers behind their use of specific words and expressions. The research findings indicate that presuppositions serve several functions, including persuasion and influencing the audience, as well as Interestingness. Furthermore, the findings reveal that presupposition is a communication tool based on logical inferences, and it has ability of transfer highly focused implicit information and creating a common ground with the audience.