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The paper aims to discuss the pragmatic presupposition and its function in advertisements. In order to illustrate this, 9 pieces of print advertisements of Lancôme are selected for analysis. The main findings are: first, the employment of presupposition may make the advertisements more persuasive and convincing; second, presupposition in the advertisements serves the purpose of praise or flattery; third, the employment of presupposition makes the language of advertisements more concise but rich in content, hence saving the costs for the advertisers. Keywords—presupposition; advertisements; fuction

Pragmatic Presupposition and Its Function in Advertisements: a Case Study of Lancôme