| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Chapter One Introduction | 第9-13页 |
| 1.1 Background of the Study | 第9-10页 |
| 1.2 Objectives and Significance of the Study | 第10-11页 |
| 1.3 Organization of the Thesis | 第11-13页 |
| Chapter Two Literature Review | 第13-25页 |
| 2.1 Studies on Advertising Language Abroad | 第13-18页 |
| 2.2 Studies on Advertising Language at Home | 第18-23页 |
| 2.3 Summary | 第23-25页 |
| Chapter Three Theoretical Foundation | 第25-39页 |
| 3.1 Presupposition | 第25-30页 |
| 3.1.1 Philosophical Approach | 第26-27页 |
| 3.1.2 Semantic Approach | 第27-29页 |
| 3.1.3 Pragmatic Approach | 第29-30页 |
| 3.1.4 Cognitive Approach | 第30页 |
| 3.2 Idealized Cognitive Model | 第30-37页 |
| 3.2.1 Definition of ICM | 第31-33页 |
| 3.2.2 Properties of ICM | 第33-34页 |
| 3.2.3 Four Structuring Models of ICM | 第34-37页 |
| 3.3 Summary | 第37-39页 |
| Chapter Four An ICM-based Classification of Presuppositions in Alcohol Advertisements | 第39-51页 |
| 4.1 Motivations for the ICM-based Classification | 第39-45页 |
| 4.1.1 The Link Role of Cognitive Context | 第39-42页 |
| 4.1.2 The Fundamental Role of Image-Schematic Models | 第42-45页 |
| 4.2 ICM-based Classification of Presuppositions in Alcohol Advertisements | 第45-49页 |
| 4.2.1 Propositional Presuppositions in Alcohol Advertisements | 第46-47页 |
| 4.2.2 Metaphoric Presuppositions in Alcohol Advertisements | 第47-48页 |
| 4.2.3 Metonymic Presuppositions in Alcohol Advertisements | 第48-49页 |
| 4.3 Summary | 第49-51页 |
| Chapter Five An ICM-based Interpretation of the Formation of Presuppositions in Alcohol Advertisements | 第51-70页 |
| 5.1 ICMs in Chinese Alcohol Culture | 第51-60页 |
| 5.1.1 ICMs of Alcohol Quality | 第52-54页 |
| 5.1.2 ICMs of Alcohol Acting upon Human Beings | 第54-57页 |
| 5.1.3 ICMs of Alcohol Related to Chinese Culture | 第57-60页 |
| 5.2 The Formation of Presuppositions in Alcohol Advertisements | 第60-68页 |
| 5.2.1 The Formation of Propositional Presuppositions | 第61-63页 |
| 5.2.2 The Formation of Metaphoric Presuppositions | 第63-66页 |
| 5.2.3 The Formation of Metonymic Presuppositions | 第66-68页 |
| 5.3 Summary | 第68-70页 |
| Chapter Six Conclusion | 第70-74页 |
| 6.1 Major Findings | 第70-71页 |
| 6.2 Significance and Limitations of the Thesis | 第71-72页 |
| 6.3 Suggestions for Future Research | 第72-74页 |
| References | 第74-78页 |
| Acknowledgements | 第78-79页 |
| 在读期间发表的学术论文及研究成果 | 第79页 |
