| 摘要 | 第1-4页 |
| ABSTRACT | 第4-10页 |
| CHAPER ONE INTRODUCTION | 第10-14页 |
| ·BACKGROUND OF THE STUDY | 第10-11页 |
| ·RESEARCH MOTIVATION AND PURPOSE | 第11-12页 |
| ·RESEARCH SIGNIFICANCE | 第12-13页 |
| ·GENERAL STRUCTURE | 第13-14页 |
| CHAPTER TWO LITERATURE REVIEW | 第14-35页 |
| ·PRESUPPOSITION | 第14-25页 |
| ·Semantic Presupposition and Its Problems | 第14-16页 |
| ·Pragmatic Presupposition | 第16-18页 |
| ·Properties of Presupposition | 第18-19页 |
| ·Presupposition Triggers | 第19-21页 |
| ·Felicity Condition | 第21-22页 |
| ·Presupposition and Assertion | 第22-23页 |
| ·Implicature | 第23-25页 |
| ·COMPREHENSION OF PRESUPPOSITION AND ITS EFFECTS FROM THE PERSPECTIVE OF READERS | 第25-30页 |
| ·Study of Just & Clark (1973) | 第25-27页 |
| ·Studies of Hornby (1974) and Carrell (1977) | 第27-28页 |
| ·Study of Bock (1977) | 第28页 |
| ·Study of Ackerman (1978) | 第28-29页 |
| ·General Comments | 第29-30页 |
| ·BASIC IDEAS OF ADVERTISING | 第30-35页 |
| ·Advertising | 第30-31页 |
| ·Advertising language | 第31页 |
| ·Persuasive Discourse of Ads | 第31-32页 |
| ·Previous Studies on Presupposition in Print Advertising | 第32-35页 |
| CHPTER THREE RESEARCH METHODOLOGY | 第35-41页 |
| ·SAMPLE COLLECTING | 第35-36页 |
| ·RESEARCH RATIONALE | 第36页 |
| ·SUBJECTS CHOOSING | 第36-37页 |
| ·DESCRIPTION OF QUESTIONNAIRE | 第37-41页 |
| ·Design and Procedure | 第37-39页 |
| ·Data Analysis | 第39-41页 |
| CHAPTER FOUR ANALYSIS OF AD INFORMATION | 第41-55页 |
| ·LEXICAL LEVEL | 第41-47页 |
| ·Definite Descriptions | 第41-43页 |
| ·Factive Verbs | 第43-44页 |
| ·Implicative Verbs and Adverbs | 第44页 |
| ·Change of State Verbs | 第44-45页 |
| ·Iteratives | 第45-46页 |
| ·Verbs of Judging | 第46页 |
| ·Psychological Verbs | 第46-47页 |
| ·Mood Word | 第47页 |
| ·SENTENCE LEVEL | 第47-50页 |
| ·Temporal Clause | 第47页 |
| ·Pseudo-Cleft Sentence | 第47-48页 |
| ·Comparison and Contrast | 第48-49页 |
| ·Question | 第49-50页 |
| ·COMBINATIONS OF MORE PRESUPPOSITIONS | 第50-52页 |
| ·IMPLICATURE INFERENCE | 第52-53页 |
| ·Sentence level | 第52-53页 |
| ·Phrase level | 第53页 |
| ·SUMMARY | 第53-55页 |
| CHAPTER FIVE READERS’RESPONSES TO AD INFORMATION | 第55-64页 |
| ·DESCRIPTION OF STATISTIC RESULTS | 第55-61页 |
| ·General Analysis | 第55-56页 |
| ·The Relation between Presupposition and Assertion of the Ads. | 第56-59页 |
| ·Presupposed Contents and Presupposition Triggers | 第59-60页 |
| ·The Attractive Effects of Ads | 第60-61页 |
| ·RESULTS AND DISCUSSION | 第61-64页 |
| ·Readers’Responses to Presupposed and Asserted Information in Ads | 第61-62页 |
| ·Readers’Responses to Implicated Information in Ads | 第62页 |
| ·Readers’Responses to Different Types of Presupposition in Ad | 第62页 |
| ·The Degree of Perceiving Information | 第62-63页 |
| ·The Degree of Challenging Information | 第63-64页 |
| CHAPTER SIX CONCLUSION | 第64-67页 |
| ·SUMMARY OF THIS THESIS | 第64-66页 |
| ·LIMITATION AND SUGGESTED FURTHER STUDY | 第66-67页 |
| ACKNOWLEDGEMENTS | 第67-68页 |
| REFERENCES | 第68-72页 |
| APPENDIX I 作者在攻读硕士学位期间发表的论文目录 | 第72-73页 |
| APPENDIX II THE CLASSIFICATION OF THE ADVERTISEMENTS IN THE QUESTIONNAIRE | 第73-74页 |
| APPENDIX III THE QUESTIONNAIRE | 第74-79页 |
