| ACKNOWLEDGEMENTS | 第1-9页 |
| ABSTRACT | 第9-11页 |
| 摘要 | 第11-15页 |
| CHAPTER I INTRODUCTION | 第15-20页 |
| ·Background of the Study | 第15-17页 |
| ·Research Significance | 第17-18页 |
| ·Layout of the Thesis | 第18-20页 |
| Chapter II LITERATURE REVIEW | 第20-30页 |
| ·Previous Studies on Pragmatic Presupposition | 第20-24页 |
| ·Previous Studies on Pragmatic Presupposition in Advertisements | 第24-27页 |
| ·Previous Studies on Pragmatic Presupposition in Advertisements Targeted at Female Consumers | 第27-29页 |
| ·Summary | 第29-30页 |
| CHAPTER III THEORETICAL FRAMEWORK | 第30-53页 |
| ·Pragmatic Presupposition | 第30-38页 |
| ·Three Interpretations of Pragmatic Presupposition | 第30-31页 |
| ·Classification of Pragmatic Presupposition | 第31-38页 |
| ·Psychology of Advertising and Consumer | 第38-52页 |
| ·An Overview of Advertising | 第38-40页 |
| ·A Brief Introduction to Psychology of Advertising and Consumer | 第40-41页 |
| ·Advertising Appeal | 第41-44页 |
| ·Advertising and Brand Effect | 第44-46页 |
| ·Advertising and Culture | 第46-49页 |
| ·Pragmatic Presupposition and Its Application in Advertising | 第49-52页 |
| ·Summary | 第52-53页 |
| CHAPTER IV RESEARCH DESIGN | 第53-56页 |
| ·Data Collection | 第53-54页 |
| ·Research Methodology | 第54-55页 |
| ·Research Questions | 第55-56页 |
| CHAPTER V DATA ANALYSIS AND DISCUSSION | 第56-82页 |
| ·Analysis of the Practical Application of Pragmatic Presupposition in the Research Data | 第56-59页 |
| ·Distribution and Frequency of Pragmatic Presuppositions in the Collected Data | 第59-60页 |
| ·Classification of Pragmatic Presuppositions in Advertisements Targeted at Female Consumers | 第60-71页 |
| ·Factive Presupposition | 第60-62页 |
| ·Existential Presupposition | 第62-64页 |
| ·Belief Presupposition | 第64-65页 |
| ·State Presupposition | 第65页 |
| ·Behavior Presupposition | 第65-66页 |
| ·Association Presupposition | 第66-67页 |
| ·Compliment Presupposition | 第67-68页 |
| ·Problem Presupposition | 第68页 |
| ·Brand Association Presupposition | 第68-70页 |
| ·Cultural Presupposition | 第70-71页 |
| ·Distribution and Frequency of the Ten Types of Pragmatic Presupposition in the Data | 第71-76页 |
| ·The Identification of Female Consuming Motives in the Advertisements | 第76-80页 |
| ·Aspiration for Beauty | 第76-78页 |
| ·Aspiration for Romance | 第78-79页 |
| ·Aspiration for Dignity | 第79-80页 |
| ·Summary | 第80-82页 |
| CHAPTER VI CONCLUSION | 第82-85页 |
| ·Major Findings | 第82-83页 |
| ·Contributions | 第83页 |
| ·Limitations and Further Research Suggestions | 第83-85页 |
| References | 第85-88页 |
| Appendix 1 | 第88-93页 |
| Appendix 2 | 第93页 |
