| Abstract | 第1-5页 |
| 摘要 | 第5-8页 |
| Chapter 1 Introduction | 第8-10页 |
| Chapter 2 Literature Review of Pragmatic Theory | 第10-23页 |
| ·A brief introduction to the history of research on presupposition | 第10-13页 |
| ·Two kinds to presupposition | 第13-22页 |
| ·Semantic presupposition | 第14-18页 |
| ·Pragmatic presupposition | 第18-22页 |
| ·Presupposition in this thesis | 第22-23页 |
| Chapter 3 Current Research on Advertising Language | 第23-33页 |
| ·Definition | 第23-24页 |
| ·Classification of advertising | 第24-27页 |
| ·Purposes and functions of advertising | 第27-28页 |
| ·The characteristics of English and Chinese advertising | 第28-30页 |
| ·previous studies on advertising language | 第30-33页 |
| ·Semiotic approaches to advertising language | 第30页 |
| ·Linguistic approaches to advertising language | 第30-31页 |
| ·Communicative approaches to advertising language | 第31页 |
| ·Psychological approaches to advertising language | 第31-33页 |
| Chapter 4 Functions and Applications of Presupposition in Advertising Language | 第33-57页 |
| ·Basic ideas of advertising and advertising language | 第33-35页 |
| ·Rhetoric employed in the advertising | 第35-39页 |
| ·Parody | 第35页 |
| ·Comparison | 第35页 |
| ·Exaggeration | 第35-39页 |
| ·Functions of presupposition in advertising language | 第39-52页 |
| ·Presupposition’s helpfulness in language form of advertising | 第41-46页 |
| ·Presupposition’s role in the simplification of advertising language | 第41-44页 |
| ·Presupposition’s role in the artistic quality of advertising language | 第44-46页 |
| ·Presupposition’s helpfulness in the transmission of advertising message | 第46-48页 |
| ·Presupposition’s role in the quantity of transmission | 第46-47页 |
| ·Presupposition’s role in the focus of transmission | 第47-48页 |
| ·Presupposition’s helpfulness in the construction of advertising text | 第48-52页 |
| ·Presupposition’s role in discourse organization | 第48-51页 |
| ·Presupposition’s role in cohesion | 第51-52页 |
| ·Applications of presupposition in advertising language | 第52-57页 |
| ·Discourse comprehension of presupposition in advertising text | 第52-54页 |
| ·Feasibility | 第52-53页 |
| ·Mutual knowledge | 第53-54页 |
| ·Applications of presupposition in advertising text | 第54-57页 |
| ·Unidirectionality of presupposition in advertising text | 第54-55页 |
| ·Subjectivity of presupposition in advertising text | 第55页 |
| ·Invisibility of presupposition in advertising text | 第55-57页 |
| Chapter 5 Conclusion | 第57-59页 |
| ·Major findings | 第57-58页 |
| ·Limitations | 第58页 |
| ·Suggestions | 第58-59页 |
| Reference | 第59-62页 |
| Acknowledgement | 第62-63页 |
| Publication | 第63页 |
