Abstract: Speech shows are very popular on all kinds of media at present. Their success attributes largely to the use of Sham Pragmatic Presupposition(SPP), which helps to realize the audiences psychological desires and meets the audiences knowledge-seeking, psychology acceptance, entertainment pursuit and socialization needs from the perspective of communication.

Key words: sham pragmatic presupposition, speech, audiences psychological desire

摘要： 当今演讲类节目在各种媒体异军突起。从传播学的角度看，成功的演讲中虚假语用预设的使用功不可没。以TED演讲为例，虚假语用预设的使用实现了对受众心理诉求的契合和满足，从不同程度迎合了受众的求知心理、心理认同、娱乐心理和社会化心理，产生有效的传播效果。

关键词: 虚假语用预设, 演讲, 受众心理诉求