| Abstract | 第1-9页 |
| 摘要 | 第9-13页 |
| Introduction | 第13-15页 |
| Chapter One Literature Review | 第15-26页 |
| ·Studies of presupposition | 第15-19页 |
| ·Philosophical origin | 第15-17页 |
| ·Semantic approach | 第17-18页 |
| ·Pragmatic approach | 第18-19页 |
| ·Studies of advertising language | 第19-26页 |
| ·Semiotic approach | 第20-21页 |
| ·Stylistic approach | 第21-22页 |
| ·Socio-linguistic approach | 第22页 |
| ·Functional approach | 第22-23页 |
| ·Pragmatic approach | 第23-26页 |
| Chapter Two Theoretical Foundations | 第26-41页 |
| ·The theory of semantic presupposition | 第26-27页 |
| ·The Theory of pragmatic presupposition | 第27-37页 |
| ·The definitions of pragmatic presupposition | 第28-29页 |
| ·The characteristics of pragmatic presupposition | 第29-32页 |
| ·The Classifications of pragmatic presupposition | 第32-34页 |
| ·Presupposition triggers | 第34-36页 |
| ·The relationship between semantic presupposition and pragmatic presupposition | 第36-37页 |
| ·Relevance Theory | 第37-39页 |
| ·Brown and Levinson’s Face Theory | 第39-41页 |
| Chapter Three Research Methodology | 第41-45页 |
| ·The objective of the analysis | 第41页 |
| ·Research questions | 第41-42页 |
| ·Data collection | 第42-43页 |
| ·The procedures of the analysis | 第43-44页 |
| ·The methods of the analysis | 第44-45页 |
| Chapter Four An Analysis of Pragmatic Presupposition in Advertising Language | 第45-94页 |
| ·The distribution and frequency of pragmatic presupposition in advertising language | 第45-49页 |
| ·The classifications of pragmatic presupposition in advertising language | 第49-62页 |
| ·Existential presupposition in advertising language | 第50-51页 |
| ·Factive presupposition in advertising language | 第51-53页 |
| ·State presupposition in advertising language | 第53-56页 |
| ·Belief presupposition in advertising language | 第56-58页 |
| ·Behavior presupposition in advertising language | 第58-62页 |
| ·Presupposition triggers in advertising language | 第62-80页 |
| ·Lexical items | 第63-70页 |
| ·Syntactical structures | 第70-80页 |
| ·The Functions of pragmatic presupposition in advertising language | 第80-94页 |
| ·Pragmatic presupposition and advertising strategies | 第80-86页 |
| ·Pragmatic presupposition and advertising language | 第86-94页 |
| Conclusion | 第94-98页 |
| Bibliography | 第98-103页 |
| Appendix | 第103-105页 |
| Acknowledgement | 第105-106页 |
| 攻读硕士期间发表的学术论文 | 第106页 |
