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2.1 Overview of marketing language research

Many scholars have long been dedicated to exploring the language of marketing.Thischapter defines what marketing language is and its principles and skills,while showing anoverview of previous research on marketing language from different linguistic perspectives,thus setting the stage for the topic of this thesis.

2.1.1 Definition of marketing language

Regarding marketing language,scholars have different definitions.According to ZhangZhonghui(2007),marketing language is a specialized language for two-way communicationof ideas led by marketers,which is distinctly different from general language.Marketers needto express their own views clearly and distinctly,but also need to listen carefully to eachother's opinions,and then find a breakthrough to finally sell their goods.According to XuRenjie(2012),marketing language is different from general language in that it is a kind ofindustry terminology with obvious industry characteristics that is used in a specific field.It isa two-way verbal communication dominated by the marketer,with the customer as the targetof the conversation,and with the ultimate goal of selling goods.

2.2 Previous studies of pragmatic presupposition

This part shows a series of previous studies about the definitions,features and functionsof pragmatic presupposition.Furthermore,it presents an overview of some scholars'researchon marketing language based on a pragmatic presupposition perspective.

2.2.1 Definitions of pragmatic presupposition

In recent years,Chinese and foreign scholars have put forward many views on the theoryof pragmatic presupposition.Presupposition,also called'premise',originated fromphilosophers'research on semantic philosophical phenomena and belongs to the scope ofphilosophical research,which is first proposed by German philosopher Frege(1892)in thearticle'On Sense and Reference',which mainly refers to the assumptions made by thespeakers when uttering the particular discourses or sentences,i.e.the presupposition that thespeakers must satisfy in order to ensure the appropriateness of the sentences or passages.TheBritish linguist Strawson（1950）develops Frege's idea and introduces the concept ofpresupposition into the scope of pragmatic research.He understands presupposition as aspecial form of reasoning and a special form of natural language.Yule(1996)seespresupposition as a set of ideas that the speakers made before speaking,the concepts that aredependent on the speakers.

Chapter Three Research Design ........................ 16

3.1 Research questions .......................... 16

3.2 Theoretical framework ..................... 16

Chapter Four Data Analysis and Discussion .................. 17

4.1 Data collection ............................... 17

4.2 Data analysis ................................. 18

Chapter Five Reasons for the Findings in Pragmatic Presuppositions Between Chinese and English E-commerce Marketing Language ......... 33

5.1 High and low context cultures ............................. 33

5.2 Power distance .......................... 34

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