| 摘要 | 第1-6页 |
| Abstract | 第6-9页 |
| 1 Introduction | 第9-10页 |
| ·Objectives and Significance of the Study | 第9页 |
| ·Structure of this Thesis | 第9-10页 |
| 2 Literature Review | 第10-12页 |
| ·Previous Studies on Presupposition in Advertising Language Abroad | 第10页 |
| ·Previous Studies on Presupposition in Advertising Language at Home | 第10页 |
| ·Existing Problems | 第10-12页 |
| 3 Theoretical Foundations | 第12-20页 |
| ·Theories of Presupposition | 第12-13页 |
| ·Two Theoretical Approaches of Presupposition | 第13-18页 |
| ·Semantic Presupposition | 第13-15页 |
| ·Pragmatic Presupposition | 第15-17页 |
| ·Relationship between Semantic Presupposition and Pragmatic Presupposition | 第17-18页 |
| ·Presupposition Triggers | 第18页 |
| ·Relevance Theory | 第18-20页 |
| 4. Analysis and Discussion of the Pragmatic values of Presupposition in Advertising | 第20-37页 |
| ·Data Collection | 第20页 |
| ·Data Analysis | 第20-26页 |
| ·Presupposition and the Language of Advertising | 第20-22页 |
| ·Presupposition and the Discourse of Advertisement | 第22-24页 |
| ·Presupposition and the Information of Advertisement | 第24-26页 |
| ·Pragmatic Function of Presupposition in Advertising Language | 第26-31页 |
| ·Concealment Function | 第26-28页 |
| ·Persuasion Function | 第28-29页 |
| ·To Make Advertising Language Concise | 第29-30页 |
| ·To Make Advertising Language Humorous | 第30-31页 |
| ·Pragmatic Values of Presupposition in Advertising Language | 第31-37页 |
| ·Adding to the Interestingness of Advertising Language | 第32-33页 |
| ·Strengthening the Coherence of Advertising Discourse | 第33-35页 |
| ·Improving the Quality of Advertising Information Communication | 第35-36页 |
| ·Helping Create a Closer Relationship between Advertisers and Recipients | 第36-37页 |
| 5. Conclusion | 第37-39页 |
| ·Major Findings | 第37页 |
| ·Implications | 第37-38页 |
| ·Limitations | 第38页 |
| ·Suggestions for Further Study | 第38-39页 |
| References | 第39-41页 |
| Acknowledgement | 第41-42页 |
