语用预设在广告语中的语篇组织功能体现在语篇结构的宏观层面上。在一个广告语篇中，并不是所有的信息都具有同等的重要性，广告编撰者为了突出主要信息并保证信息传递的效率，往往将不属于语篇宏观结构的命题处理为预设信息。这类预设信息在广告语篇中主要是通过从属分句来表达的，因为从属分句中所传达的信息属于交际双方共有场中的信息，或者交际双方可以认为想当然的信息。例如： (1)One thing that definitely isn’t changing is ourworld-class service and support. (2)Thats’ why we work as hard as you do to make yourvisit to Singapore a complete success.(Hotel in Singapore) (3)The simple fact that our investments are tax-freemeans you’ll get to take more of money you earn.(Investment Company) 在以上例子中，广告编写者将不表现主题内容的附属信息，而通过从属分句处理为预设信息，似乎这类信息已被广告受众共同接受，成为交际共有场的一部分。在较长的广告语篇中，预设的这一功能就显得更为突出。 (4)Toyotas’ comprehensive spare parts supply systemmakes sure you get the best parts and service for yourcar.—When you need it,where you need it. When it comes to maintaining a car,spare parts andservice are almost inseparable.Although every Toyota is to thehighest standards of quality,parts will require service orreplacement over years so that you can enjoy your car fullest. When your local Toyota service facility needs a sparepart,they can locate it quickly through our computerizedcommunication system using satellite and underwater cable. 这则广告宣传了丰田汽车的零配件和售后服务，其目的在于彰显售后服务的精髓而非劝说人们去购买汽车。因此在语篇信息的处理上，广告设计者把不能有效体现主题的信息处理为预设，这一预设信息又成为编者和读者的共享背景，就使得广告更具有逻辑性和劝说性，也更精准地表现了主题。如果我们把所有的信息都同等看待，那么语篇就会显得极其反常。如例（4’） (4）’Toyotas’ comprehensive and spare parts supplysystem makes sure you get the best parts and service for yourcar—you need it.It comes to maintain you car.Spare parts and serviceare almost insepara |
