| Chapter One Introduction ... . | 第1-13页 |
| ·Theoretical Basis the Presupposition Theory | 第9-10页 |
| ·Data Sources | 第10-11页 |
| ·Research Method | 第11页 |
| ·Organization Scheme of the Thesis | 第11-13页 |
| Chapter Two Literature Review | 第13-26页 |
| ·Theories on Presupposition | 第13-23页 |
| ·The Notion of Presupposition | 第13-22页 |
| ·Two Theoretical Approaches to Presupposition | 第15-16页 |
| ·Types of Presupposition | 第16-18页 |
| ·Properties or Characteristics of Presupposition | 第18-19页 |
| ·Presupposition-triggers | 第19-22页 |
| ·Presupposition and Speech Acts in Advertising Language | 第22-23页 |
| ·Previous Studies on Presupposition in Print Advertising Language | 第23-24页 |
| ·Summary | 第24-26页 |
| Chapter Three Case Analysis: Communication and Language Devices | 第26-50页 |
| ·Presuppositions in Strategies of Conveying New Information | 第26-38页 |
| ·A Model of Communication | 第26-27页 |
| ·New Information and Given Information | 第27-29页 |
| ·Presupposition and Focused Information | 第29-38页 |
| ·Lexical Means | 第30-32页 |
| ·Syntactical Means | 第32-37页 |
| ·Other Means | 第37-38页 |
| ·Presuppositions in Strategies of Pragmatic Maneuver | 第38-49页 |
| ·Presupposition-triggers and the Linguistic Features of Print Advertising Language | 第38-46页 |
| ·Presupposition-triggers and the Lexical Features of Advertising Language | 第39-42页 |
| ·Presupposition-triggers and the Syntactical Features of Advertising Language | 第42-46页 |
| ·Classification of Presuppositions in Print Advertising Language | 第46-49页 |
| ·Factive Presupposition | 第46页 |
| ·Belief Presuppositions | 第46-47页 |
| ·State Presupposition | 第47-48页 |
| ·Behavior Presupposition | 第48-49页 |
| ·Summary | 第49-50页 |
| Chapter Four Case Analysis: Psychological Strategies | 第50-65页 |
| ·Consumer Psychology Process as a Guide | 第50-51页 |
| ·Presupposition and the Emotional Intimacy with the Receivers | 第51-55页 |
| ·Presupposed Common Ground with the Use of Deictics | 第52-53页 |
| ·Presupposed Knowledge of Consumers’Needs and Wants | 第53-54页 |
| ·Presupposed Importance of the Consumers | 第54-55页 |
| ·The Misleading Function of Presupposition | 第55-58页 |
| ·The Concealment Function of Presupposition | 第58-59页 |
| ·The Persuasive Function of Presupposition | 第59-64页 |
| ·Persuasion through Presupposed-problem-solving | 第60页 |
| ·Persuasion through Targeting Consumers | 第60-63页 |
| ·Persuasion through Speech Act | 第63-64页 |
| ·Summary | 第64-65页 |
| Chapter Five Conclusion | 第65-68页 |
| ·A General Summary | 第65-66页 |
| ·Possible Significance of the Thesis | 第66页 |
| ·Limitations and Suggested Further Research | 第66-68页 |
| Bibliography | 第68-70页 |
