| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| Introduction | 第10-14页 |
| Chapter 1 Theories on Presupposition | 第14-36页 |
| ·Historical Background | 第14-16页 |
| ·Two Approaches to Presupposition | 第16-27页 |
| ·Semantic Presupposition | 第17-22页 |
| ·Pragmatic Presupposition | 第22-27页 |
| ·Presupposition in This Thesis | 第27-28页 |
| ·Classification of Presupposition | 第28-33页 |
| ·Existential Presupposition | 第28-29页 |
| ·Factive Presupposition | 第29页 |
| ·Lexical Presupposition | 第29-30页 |
| ·Structural Presupposition | 第30-31页 |
| ·Non-factive Presupposition | 第31页 |
| ·Counterfactual Presupposition | 第31-33页 |
| ·Properties or Characteristics of Presupposition | 第33-36页 |
| Chapter 2 Theories on Advertising Language | 第36-48页 |
| ·Introduction to Advertising | 第36-39页 |
| ·Definition of Advertising | 第38页 |
| ·Classification of Advertising | 第38-39页 |
| ·Functions of Advertising | 第39页 |
| ·Previous Studies of Advertising | 第39-44页 |
| ·Researches Abroad | 第39-42页 |
| ·Domestic Research | 第42-44页 |
| ·Introduction to Advertising Language | 第44-48页 |
| ·Definition of Advertising Language | 第44-45页 |
| ·Features of Advertising Language | 第45-48页 |
| Chapter 3 Functions of Presupposition in Advertising Language | 第48-85页 |
| ·Introduction | 第48-50页 |
| ·From the Perspective of Society | 第48-49页 |
| ·From the Perspective of Psychology | 第49-50页 |
| ·Realization of Presupposition in Advertising Language | 第50-54页 |
| ·Phonetic Means | 第50-52页 |
| ·Semantic Means | 第52-54页 |
| ·Classification of Presuppositions in Advertising Language | 第54-72页 |
| ·Existential Presupposition | 第56-59页 |
| ·Factive Presuppositions | 第59-63页 |
| ·Highly Context-Bound Pragmatic Presuppositions | 第63-72页 |
| ·Belief Presupposition | 第64-67页 |
| ·State Presupposition | 第67-70页 |
| ·Behavior Presupposition | 第70-72页 |
| ·Functions of Presupposition in Advertising Language | 第72-85页 |
| ·Adding to the Interestingness of Advertising Language | 第73-75页 |
| ·Strengthening the Conciseness of Advertising Language | 第75-78页 |
| ·Enlarging the Advertising Information | 第78页 |
| ·Emphasizing the Advertising Information | 第78-80页 |
| ·Strengthening Coherence of Advertising Discourse | 第80-82页 |
| ·Organizing the Macrostructure of Advertising Discourse | 第82-85页 |
| Conclusion | 第85-89页 |
| Bibliography | 第89-95页 |
| Acknowledgements | 第95-96页 |
| Resume | 第96页 |
