Abstract: With the development of commercial economy, advertisements become more and more important in business life. In order to win over consumers, advertisers apply all kinds of strategies and devices to communicate massages to the public, make them convinced and ultimately persuade them to buy the products. To achieve this goal, pragmatic presupposition is indispensable. This paper aims to analyze the types of presuppositions in advertisements and throw light on their functions. 

Key words: Advertisement, pragmatic presupposition, types and functions of presupposition

摘要：随着经济的发展，广告在经济生活中发挥着越来越重要的作用。为了赢得消费者的青睐，广告商不遗余力的运用各种手段和策略煽动消费者的购买热情。在达到这一目标的过程中，语用预设不可或缺。本文将重点分析语用预设的各种类型并对其作用做出阐释。

关键词：广告，语用预设，预设类型及功能