| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6页 |
| 摘要 | 第8-12页 |
| CHAPTER ONE INTRODUCTION | 第12-15页 |
| 1.1 Rationale | 第12-13页 |
| 1.2 Research objective and questions | 第13-14页 |
| 1.3 Research significance | 第14页 |
| 1.4 Organization of the thesis | 第14-15页 |
| CHAPTER TWO LITERATURE REVIEW | 第15-24页 |
| 2.1 Definition of pragmatic presupposition | 第15-18页 |
| 2.1.1 Pragmatic presupposition as felicity condition | 第15-16页 |
| 2.1.2 Pragmatic presupposition as propositional attitude | 第16-17页 |
| 2.1.3 Pragmatic presupposition as mutual knowledge | 第17-18页 |
| 2.2 Previous studies on pragmatic presupposition in advertising texts | 第18-20页 |
| 2.2.1 Foreign studies on pragmatic presupposition | 第18-19页 |
| 2.2.2 Domestic studies on pragmatic presupposition | 第19-20页 |
| 2.3 Previous studies on CCAT | 第20-23页 |
| 2.3.1 Linguistic studies on CCAT | 第20-21页 |
| 2.3.2 Psychological studies on CCAT | 第21页 |
| 2.3.3 Cultural studies on CCAT | 第21-22页 |
| 2.3.4 Legal studies on CCAT | 第22-23页 |
| 2.4 Inspirations derived from the literature review | 第23-24页 |
| 2.4.1 Limited studies of pragmatic presupposition in CCAT | 第23页 |
| 2.4.2 Lack of studies on illegal use of pragmatic presupposition | 第23-24页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第24-35页 |
| 3.1 Classifications of pragmatic presuppositions | 第24-28页 |
| 3.1.1 Factive presupposition | 第26-27页 |
| 3.1.2 Belief presupposition | 第27页 |
| 3.1.3 State presupposition | 第27-28页 |
| 3.1.4 Cultural presupposition | 第28页 |
| 3.2 Features of subcategories of pragmatic presuppositions | 第28-31页 |
| 3.2.1 Common ground | 第28-29页 |
| 3.2.3 Implicitness | 第29-30页 |
| 3.2.4 Unidirectionality | 第30-31页 |
| 3.3 Regulations against the illegal use of factive presupposition | 第31-32页 |
| 3.4 Theoretical framework for this thesis | 第32-33页 |
| 3.5 Research procedures | 第33-35页 |
| 3.5.1 Method and data collection | 第33页 |
| 3.5.2 Specific procedures | 第33-35页 |
| CHAPTER FOUR A NEW PERSPECTIVE RESEARCH OF PRAGMATICPRESUPPOSITION IN CCAT | 第35-58页 |
| 4.1 New interpretations of factive presupposition in CCAT | 第35-46页 |
| 4.1.1 Highlighting product efficacy via factive presupposition | 第36-38页 |
| 4.1.2 Complimenting on customers via factive presupposition | 第38-39页 |
| 4.1.3 Avoiding illegal use of pragmatic presupposition – a newperspective | 第39-46页 |
| 4.2 New interpretations of belief presupposition in CCAT | 第46-50页 |
| 4.2.1 Reinforcing existing beliefs via belief presupposition | 第47-48页 |
| 4.2.2 Challenging existing beliefs via belief presupposition | 第48-50页 |
| 4.3 New interpretations of state presupposition in CCAT | 第50-52页 |
| 4.3.1 Recalling unpleasant state via state presupposition | 第50-52页 |
| 4.3.2 Envisioning desirable state via state presupposition | 第52页 |
| 4.4 New interpretations of cultural presupposition in CCAT | 第52-56页 |
| 4.5 Summary | 第56-58页 |
| CHAPTER FIVE CONCLUDING REMARKS | 第58-61页 |
| 5.1 A general summary | 第58-59页 |
| 5.2 Research implications | 第59-60页 |
| 5.3 Limitations and suggestions | 第60-61页 |
| REFERENCES | 第61-65页 |
| APPENDIX | 第65-67页 |
