中文摘要：在五花八门的广告类型中，化妆品广告无疑是竞争力最为激烈的一类了。这就需要化妆品广告商创造出响亮易记的广告语，和令人耳目一新的广告片。本文的研究对象是英语化妆品广告中的语用预设，主要从信念、状态、行为、情感四种语用预设来分析印刷和视频英语化妆品广告中的语用预设的应用，旨在了解广告语中的语用预设，理解广告商在设计广告语时的良苦用心，帮助更多的广告商创造优秀的广告语和广告片。通过研究发现，不管是直接还是间接，语用预设对于化妆品广告的积极作用是巨大的，它可以协助广告商进行创作和完善广告作品，同时也能帮助消费者更好地理解和接受广告作品。此项研究结果对今后化妆品广告制作的启示是：化妆品广告可以很好地跟语用预设结合起来，利用四种语用预设来完善和润色广告语。

关键词：英语化妆品  广告  语用预设

TABLE OF CONTENTS

ABSTRACT

中文摘要

Chapter One Introduction-1

Chapter Two Theoretical Framework-3

2.1 Definition and features of pragmatic presupposition-3

2.2 The classification and functions of pragmatic presupposition-4

Chapter Three Pragmatic Presupposition in English cosmetic advertisements-6

3.1 Pragmatic presupposition in printed English cosmetic advertisements-6

3.1.1 Belief presupposition in printed English cosmetic advertisements-6

3.1.2 State presupposition in printed English cosmetic advertisements-7

3.1.3 Behavior presupposition in printed English cosmetic advertisements-8

3.1.4 Emotion presupposition in printed English cosmetic advertisements-9

3.2 Pragmatic presupposition in video English cosmetic advertisements-10

3.2.1 Belief presupposition in video English cosmetic advertisements-11

3.2.2 State presupposition in video English cosmetic advertisements-12

3.2.3 Behavior presupposition in video English cosmetic advertisements-13

3.2.4 Emotion presupposition in video English cosmetic advertisements-14

Chapter Four Conclusion-15

REFERENCES-17

ACKNOWLEDGEMENTS-18