| Acknowledgements | 第1-5页 |
| Abstract | 第5-9页 |
| 摘要 | 第9-17页 |
| List of Tables | 第17-18页 |
| List of Figures | 第18-20页 |
| Abbreviations | 第20-21页 |
| Chapter One Introduction | 第21-28页 |
| Chapter Two Literature Review and Relevant Theories | 第28-38页 |
| ·Theories on Presupposition | 第28-34页 |
| ·Brief Review of Studies on Presupposition | 第28-29页 |
| ·The Philosophical Background | 第29-32页 |
| ·Semantic Presupposition | 第32-33页 |
| ·Pragmatic Presupposition | 第33-34页 |
| ·Presupposition in the Dissertation | 第34页 |
| ·Literature Study of Online Advertisements | 第34-38页 |
| Chapter Three Development of Online Advertisement | 第38-48页 |
| ·The Definition of Online Advertisement and its Development | 第38-45页 |
| ·The Concept of Online Advertisement | 第38-39页 |
| ·The Development of Online Advertisement | 第39-40页 |
| ·Structures and Functions of Online Advertisement | 第40-45页 |
| ·The Distinguished Feature of Online Advertisement— Pragmatic Interactivity | 第45-48页 |
| Chapter Four Reasons for Application of Pragmatic Presupposition in Online Advertisement | 第48-59页 |
| ·Interestingness | 第48-50页 |
| ·Making Slogans More Appealing | 第50-52页 |
| ·Politeness for Consumers’ face | 第52-55页 |
| ·Pragmatic Modification of Online Ads | 第55-59页 |
| Chapter Five Online Advertising Presupposition and Its Function | 第59-108页 |
| ·General Introduction | 第59-60页 |
| ·Features of Online Advertisement | 第60-64页 |
| ·Advertisement and Online Advertisement | 第60-61页 |
| ·Rhetorical Features | 第61-63页 |
| ·No small Eggs in Online Advertisement | 第61页 |
| ·A Rich Source of Variation in Style | 第61-62页 |
| ·Current Tastes in Online Language | 第62-63页 |
| ·Lexical Features | 第63-64页 |
| ·Syntactical Features | 第64页 |
| ·Classification of Presuppositions in Online Advertisement | 第64-77页 |
| ·Existential Presupposition | 第65-67页 |
| ·Factive Presupposition | 第67-69页 |
| ·Context-Bound Pragmatic Presuppositions | 第69-77页 |
| ·State Presupposition | 第71-72页 |
| ·Belief Presupposition | 第72-75页 |
| ·Behavior Presupposition | 第75-77页 |
| ·Functions of Presupposition in Online Advertisement | 第77-88页 |
| ·Presupposition and the Language of Online Advertisement | 第78-81页 |
| ·Presupposition and the Information of Online Advertisement | 第81-83页 |
| ·Presupposition and the Discourse of Online Advertisement | 第83-86页 |
| ·Presupposition and the Strategy of Online Advertisement | 第86-88页 |
| ·Fuzzy Expressions and their Functions in Online Advertising Presupposition | 第88-93页 |
| ·Fuzziness and Presupposition | 第88-90页 |
| ·Functions of Fuzziness in Online Advertising Presupposition | 第90-93页 |
| ·Conveying Meanings Efficiently | 第90-91页 |
| ·Improving Accuracy | 第91-92页 |
| ·Making Online Advertisements Impressive and Persuasive | 第92-93页 |
| ·Culture and Presupposition in Online Advertising Language | 第93-99页 |
| ·Culture Function and Presupposition | 第93-94页 |
| ·Cultural Identity and Presupposition | 第94-95页 |
| ·Cultural Behavior and Presupposition | 第95-96页 |
| ·Cultural Consciousness and Presupposition | 第96-97页 |
| ·Cultural Traditions and Values in Online Advertising Presupposition | 第97-99页 |
| ·A Quantitative Forecasting Analysis of Online Advertising Presupposition in China | 第99-108页 |
| ·The Advertising Costs and Number of Online Advertising Presupposition Data in Linear Model | 第99-101页 |
| ·The Regression Model Result on Online Advertising Cost and Presupposition Number | 第101-102页 |
| ·Combination Forecasting Models on Online Advertising Presupposition and Online Advertising Cost from 2011-2016 | 第102-105页 |
| ·Analysis and Result | 第105-108页 |
| Chapter Six Adaptability of Online Ad presupposition in Effective Communication | 第108-144页 |
| ·Social Adaptability of Online Advertising Presupposition | 第108-109页 |
| ·Adaptability of Headline Presupposition | 第109-111页 |
| ·Adaptability of Interrogative sentence | 第111-113页 |
| ·Adaptability of Personal Markers | 第113-115页 |
| ·Adaptability of Imperative Mood | 第115-116页 |
| ·Linguistic Adaptability to Mental World | 第116-122页 |
| ·Straight Benefits in Online Presupposition | 第117-118页 |
| ·Customizing the Products in Online Presupposition | 第118-121页 |
| ·Simplifying Sentence Structure in Online Presupposition | 第121-122页 |
| ·Online Advertising Presupposition in Effective Communication | 第122-136页 |
| ·Communicative Devices and Presupposition Arrangement | 第122-130页 |
| ·Phonological Devices in Online Advertising Presupposition | 第124-127页 |
| ·Lexical Devices | 第127-128页 |
| ·Syntactic Devices | 第128-130页 |
| ·Presupposition Contribution to Effective Communication | 第130-136页 |
| ·Pragmatic Presupposition on the Shift of Information Focus | 第131-133页 |
| ·Pragmatic Presupposition in the Flow of Information | 第133-136页 |
| ·Communicative Function of Pragmatic Presupposition in Online Advertisements | 第136-144页 |
| ·The Function of Promoting Language in Online Advertisements | 第136-138页 |
| ·The Function of Strengthening Persuasion in Online Advertisements | 第138-140页 |
| ·The Function of Euphemism in Online Advertisements | 第140-141页 |
| ·The Function of Propagating Culture in Online Advertisements | 第141-144页 |
| Chapter Seven Emotional Dimensions in Presupposition Psychology of Online Advertisement | 第144-151页 |
| ·Emotional Dimensions | 第144-145页 |
| ·Emotional Design | 第145-146页 |
| ·Online Product Category on Emotional Presupposition Effects | 第146-151页 |
| ·Categorizing Online Products | 第146-148页 |
| ·Emotion Effects in Online Advertising Presupposition | 第148-151页 |
| Chapter Eight Conclusion | 第151-155页 |
| ·Major Findings on Pragmatic Presupposition in Online Advertisements | 第151-153页 |
| ·Limitations and Suggestions | 第153-155页 |
| Bibliography | 第155-162页 |
