| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Chapter One Introduction | 第10-16页 |
| ·Importance of Advertisement | 第10-11页 |
| ·Research Issue and Objective of Present Study | 第11-12页 |
| ·Data Sources and Research Method | 第12-13页 |
| ·Structure of the Thesis | 第13-16页 |
| Chapter Two Literature Review | 第16-28页 |
| ·Studies of Presupposition | 第16-20页 |
| ·Philosophical Origin | 第16-18页 |
| ·Semantic Approach | 第18-19页 |
| ·Pragmatic Approach | 第19-20页 |
| ·Studies of Advertising Language | 第20-28页 |
| ·Semiotic Approach | 第21-23页 |
| ·Linguistic Approach | 第23-25页 |
| ·Communication Approach | 第25-28页 |
| Chapter Three Theoretical Basis of the Thesis | 第28-44页 |
| ·The Theory of Semantic Presupposition | 第28-33页 |
| ·Semantic Approach to Presupposition | 第28-30页 |
| ·Problems in the Semantic Approach | 第30-33页 |
| ·Defeasibility | 第30-31页 |
| ·Projection Problem | 第31-33页 |
| ·The Theory of Pragmatic Presupposition | 第33-41页 |
| ·Definitions of Pragmatic Presupposition | 第33-36页 |
| ·Properties of Pragmatic Presupposition | 第36-37页 |
| ·Presupposition Triggers | 第37-40页 |
| ·Relationship between Semantic Presupposition and Pragmatic Presupposition | 第40-41页 |
| ·Relevance Theory and Presupposition | 第41-44页 |
| Chapter Four Application of Pragmatic Presupposition in Advertisement | 第44-72页 |
| ·General Introduction | 第44页 |
| ·A Brief Introduction to the Feature of Advertising English | 第44-47页 |
| ·Definition of Advertisement | 第45-46页 |
| ·Features of Advertisement | 第46-47页 |
| ·Lexical Features | 第46页 |
| ·Syntactical Features | 第46-47页 |
| ·Rhetorical Features | 第47页 |
| ·Classification of Presupposition in Advertising Language | 第47-56页 |
| ·Existential Presupposition in Advertising Language | 第48-50页 |
| ·Factive Presupposition in Advertising Language | 第50-52页 |
| ·State Presupposition in Advertising Language | 第52-53页 |
| ·Belief Presupposition in Advertising Language | 第53-55页 |
| ·Behavior Presupposition in Advertising Language | 第55-56页 |
| ·Analysis the Functions of Pragmatic Presupposition in Advertisement | 第56-68页 |
| ·Pragmatic Presupposition and Advertising Language | 第57-60页 |
| ·Pragmatic Presupposition and Conciseness of Advertising Language | 第57-59页 |
| ·Pragmatic Presupposition and Diversity of Advertising Language | 第59-60页 |
| ·Pragmatic Presupposition and Humor of Advertising Language | 第60页 |
| ·Pragmatic Presupposition and Advertising Information | 第60-62页 |
| ·Pragmatic Presupposition and Advertising Discourse | 第62-67页 |
| ·Presupposition and Macrostructure of Advertising Discourse | 第63-65页 |
| ·Presupposition and Coherence of Advertising Discourse | 第65-67页 |
| ·Pragmatic Presupposition and Vague Language of Advertising | 第67-68页 |
| ·A Quantitative Analysis of Distribution and Frequency of Pragmatic Presupposition in Advertising Language | 第68-72页 |
| Chapter Five Pragmatic Presupposition and Consumer Psychology in Advertisement | 第72-88页 |
| ·Pragmatic Presupposition and Emotional Function | 第73-75页 |
| ·Pragmatic Presupposition and Concealment Function | 第75-77页 |
| ·Pragmatic Presupposition and Leading Function | 第77-79页 |
| ·Pragmatic Presupposition and Euphemism Function | 第79-80页 |
| ·Pragmatic Presupposition and Persuasive Function | 第80-83页 |
| ·Pragmatic Presupposition and Humorous Function | 第83-85页 |
| ·Summary | 第85-88页 |
| Chapter Six Conclusion | 第88-92页 |
| ·Major Findings | 第88-89页 |
| ·Implications | 第89-90页 |
| ·Limitations of the Present Study | 第90页 |
| ·Suggestions for Further Research | 第90-92页 |
| Acknowledgements | 第92-94页 |
| Bibliography | 第94-98页 |
| Appendix | 第98-100页 |
| Publication | 第100页 |
