跨文化交际视域下中美护肤品广告中的语用预设研究—

一、Cognitive Questions on Pragmatic Presuppositions in Pechoin Advertising Copy

The Pechoin slogan "Oriental herbs nurture a natural, glowing complexion" implies that herbal ingredients are milder and safer.

The Pechoin slogan "A touch brightens the skin—this style of Chinese skincare works" implies that Chinese skincare formulas are better suited to the skin types of Eastern people.

The Pechoin slogan "Carrying forward Eastern aesthetics, skincare also nurtures the mind" implies that using this product can bring a spiritual skincare experience.

The Pechoin slogan "Classic formulas meet new technology; traditions return to shine—this style of Chinese skincare works" implies that combining traditional formulas with modern technology yields superior skincare results.

The Pechoin slogan "Herbal skincare for long-term nourishment—this style of Chinese skincare works" implies that long-term use of herbal skincare products can improve skin health.

二、Cognitive Questions on Pragmatic Presuppositions in Vaseline Advertising Copy

The Vaseline slogan "Repair the skin barrier, see smoother skin in 7 days" implies that the product’s effectiveness comes with a clear time guarantee.

The Vaseline slogan "A lifesaver for dry skin—Vaseline, this type of product works" implies that this product is more effective at improving dry skin than ordinary skincare products.

The Vaseline slogan "Simple and pure ingredients, caring for sensitive skin" implies that skincare products with simple ingredients are more suitable for people with sensitive skin.

The Vaseline slogan "Moisturizing products suitable for the whole family—this type of product works" implies that the mildness and applicability of this product cover people of all age groups.

10.

The Vaseline slogan "Long-lasting moisture lock, 24 hours of hydration without dryness" implies that the product’s moisture-locking effect is long-lasting and stable.

三、Questionnaire on Comprehension of Pragmatic Presuppositions

11.

How difficult is it for you to understand the implied message in the Pechoin slogan "Oriental herbs nurture a natural, glowing complexion"?

12.

How difficult is it for you to understand the implied message in the Pechoin slogan "A touch brightens the skin—this style of Chinese skincare works"?

13.

How difficult is it for you to understand the implied message in the Pechoin slogan "Carrying forward Eastern aesthetics, skincare also nurtures the mind"?

14.

How difficult is it for you to understand the implied message in the Vaseline slogan "Repair the skin barrier, see smoother skin in 7 days"?

15.

How difficult is it for you to understand the implied message in the Vaseline slogan "Simple and pure ingredients, caring for sensitive skin"?

16.

What is the core pragmatic presupposition of the Pechoin slogan "Classic formulas meet new technology; traditions return to shine—this style of Chinese skincare works"?

A. Traditional formulas outperform newly developed, cutting-edge formulas

B. Combining traditional formulas with modern technology enhances skincare effectiveness

C. The core of Chinese skincare lies in subsequent new-style Chinese skincare products

17.

What is the core pragmatic presupposition of the Vaseline slogan "A lifesaver for dry skin—Vaseline, this type of product works"?

A. Vaseline is the best choice among products of this kind

B. Vaseline products can solve dry skin problems extremely quickly

C. Vaseline products are more suitable for people with dry skin than other skincare products

四、Questionnaire on Acceptance of Pragmatic Presuppositions and Purchase Intention

18.

What is your acceptance level of the presupposition implied in Pechoin’s advertising copy that "Oriental herbal skincare is more suitable for Oriental skin types"?

19.

What is your acceptance level of the presupposition implied in Vaseline’s advertising copy that "skincare products with simple ingredients are more suitable for sensitive skin"?

20.

To what extent do the implied presuppositions in these advertising copies improve your favorability toward Pechoin and Vaseline?

21.

To what extent do the implied presuppositions in these advertising copies influence your purchase intention toward subsequent products of Pechoin and Vaseline?

22.

What are the key factors influencing your acceptance of the implied presuppositions in Pechoin’s advertising copy?

A. Cultural resonance with Oriental herbal skincare

B. Satisfaction with product efficacy such as "natural glowing complexion"

C. Recognition of the product concept of "traditional formulas + modern technology"

D. Sufficient attractiveness of the language in the advertising copy

E. Positive experience from previous use of Pechoin products

23.

What are the key factors influencing your acceptance of the implied presuppositions in Vaseline’s advertising copy?

A. Trust in the clear time limit of "seeing effects in 7 days"

B. Preference for product features such as "simple and pure ingredients"

C. Recognition of the application scope of "suitable for the whole family"

D. Straightforward and understandable language in the advertising copy

E. Positive experience from previous use of Vaseline products

24.

Overall, what are the key factors influencing your acceptance of pragmatic presuppositions in skincare advertising copy?

A. Matching degree with your own skincare needs

B. Consistency with your own cultural values

C. Clarity and attractiveness of advertising language

D. Brand awareness and reputation

E. Recommendations from people around you

跨文化交际视域下中美护肤品广告中的语用预设研究——以国货百雀羚和美国凡士林为例

跨文化交际视域下中美护肤品广告中的语用预设研究——以国货百雀羚和美国凡士林为例