Mental Space Theory on Presupposition Projections in Advertisements

Abstract

In this economic society in which information is prevailing, advertisements are found here and there, and play a very important role in our daily life. More and more importance is attached to the research of advertising language. This paper reveals presupposition projection problems in advertising, especially in English advertising. It aims to explore the explanation of mental space theory for cancellation or inheritability of presupposition in advertising, that is, the projection problem of presupposition. Different from how traditional presupposition theory is used in seeking for a reasonable explanation for projection problems, this paper will investigate in detail projection problems in advancing from the perspective of Fauconnier's mental space theory in combination with large quantities of advertisement examples.