Abstract
This article mainly explores reasons behind the flexibility and creativity in the translation of advertising discourse by revealing the working of presuppositions. Different from the concept of presupposition in linguistics, the notion of presupposition in this study is viewed from the angle of context. In this way, presupposition covers both the ordinary understanding of the concept and its technical usage within linguistics. It is composed of two levels covering both the ordinary notion and the technical usage in the field of linguistics. Three contextual sources for the first level presupposition are identified, namely generic context, situational context and discourse context. The second level presuppositions refer to what is studied in linguistics, which can be identified with the help of some linguistic expressions or structures called presupposition triggers. Then, how the AIDMA model, guiding principles for the advertising language functions is explained from the perspective of presupposition. Finally, the flexibility in translating advertising texts, as reflected in the increase, decrease or replacement of content, are explained.
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