| 摘要 | 第1-6页 |
| ABSTRACT | 第6-10页 |
| Chapter 1 Introduction | 第10-15页 |
| ·Background and Contents | 第10-11页 |
| ·Objective and Significance of the Study | 第11-13页 |
| ·Research Questions | 第13页 |
| ·Research Methods | 第13-14页 |
| ·Structure of the Thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-35页 |
| ·Introduction of Advertising Language | 第15-22页 |
| ·Studies of Advertising Language | 第15-19页 |
| ·Linguistic Principles of Advertising Language | 第19-20页 |
| ·A Brief Introduction of Printed Commercial Ads | 第20-21页 |
| ·Previous Studies on Advertising Language and Their Limitations | 第21-22页 |
| ·Presupposition | 第22-27页 |
| ·Historical Background | 第22-24页 |
| ·Semantic presupposition | 第24页 |
| ·Pragmatic Presupposition | 第24-27页 |
| ·Presupposition Triggers | 第27-31页 |
| ·Definition of Presupposition Triggers | 第27页 |
| ·Previous Studies on Presupposition Triggers | 第27-31页 |
| ·Some Relevant Theories | 第31-33页 |
| ·Culture and Advertising Language | 第32页 |
| ·Persuasion and Advertising Language | 第32-33页 |
| ·Creative Points | 第33-35页 |
| Chapter 3 Methodology | 第35-38页 |
| ·Subjects of the Study | 第35页 |
| ·Data Collection | 第35-37页 |
| ·Methods of Data Analysis | 第37-38页 |
| Chapter 4 Analysis and Discussion | 第38-68页 |
| ·An Analysis of Presupposition Triggers from the Aspect of Types | 第38-56页 |
| ·Similar Types of Presupposition Triggers | 第40-53页 |
| ·Different types of presuppositions triggers | 第53-56页 |
| ·A Study of Presupposition Triggers from the Aspect of Characteristics | 第56-63页 |
| ·Similar Characteristics of Presupposition Triggers | 第56-60页 |
| ·Different Characteristics of Presupposition Triggers | 第60-63页 |
| ·Factors affecting the Use of Presupposition Triggers in English and Chinese Printed Commercial Ads | 第63-67页 |
| ·Suggestions for English and Chinese Advertisers | 第67-68页 |
| Chapter 5 Conclusion | 第68-72页 |
| ·Major Findings of the Study | 第68-69页 |
| ·Implications | 第69-70页 |
| ·Limitations of the Analysis | 第70页 |
| ·Suggestions for Further Research | 第70-72页 |
| References | 第72-76页 |
| Appendix | 第76-86页 |
| Acknowledgements | 第86页 |
| Resume | 第86-88页 |
