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

一、Cognitive Questions on Pragmatic Presuppositions in Pechoin Advertising Copy
1. The Pechoin slogan "Oriental herbs nurture a natural, glowing complexion" implies that herbal ingredients are milder and safer.
2. 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.
3. The Pechoin slogan "Carrying forward Eastern aesthetics, skincare also nurtures the mind" implies that using this product can bring a spiritual skincare experience.
4. 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.
5. 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
6. 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.
7. 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.
8. 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.
9. 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"?
17. What is the core pragmatic presupposition of the Vaseline slogan "A lifesaver for dry skin—Vaseline, this type of product works"?
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?
23.  What are the key factors influencing your acceptance of the implied presuppositions in Vaseline’s advertising copy?
24. Overall, what are the key factors influencing your acceptance of pragmatic presuppositions in skincare advertising copy?
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