本文通过观察一则以电视节目为播出形式的医药广告,从叙事分析和语用预设分析两个角度分析该广告所呈现的类型化角色以及预设生成的话语含义,探究该广告一方面通过一定的语言手段意图控制消费者的购买行动,而另一方面又依托语言的力量影响消费者的知识构架,让消费者在毫无防备的情况下接受某些概念和所谓的事实,进而形成温柔的语言暴力。 By observing a medical advertisements in the form of television programs, this paper analyzes the typed roles presented by the advertisement and the presuppositions of the generated words from two perspectives of narrative analysis and pragmatic presupposition analysis. On the one hand, Through certain linguistic means, it intends to control consumers ’buying actions, and on the other hand, it relies on the power of language to influence consumers’ knowledge structure so that consumers can accept certain concepts and so-called facts without any defenses and thus form Gentle language violence.