| Contents | 第4-6页 |
| Abstract | 第6-7页 |
| 摘要 | 第8-9页 |
| Chapter One Introduction | 第9-14页 |
| 1.1 Importance of Language Advertising | 第9-10页 |
| 1.2 Importance of Presupposition in Advertising | 第10-13页 |
| 1.3 Organization of This Thesis | 第13-14页 |
| Chapter Two Literature Review | 第14-35页 |
| 2.1 Introduction | 第14页 |
| 2.2 Theories on Pragmatic Presuppositions | 第14-27页 |
| 2.2.1 Brief Review of the History of the Studies on Presupposition | 第14-18页 |
| 2.2.2 Features of Pragmatic Presuppositions | 第18-26页 |
| 2.2.2.1 Felicities of Presuppositions | 第22-24页 |
| 2.2.2.2 Mutual Knowledge of Presuppositions | 第24页 |
| 2.2.2.3 Defeasibility and Projection Problem of Presuppositions | 第24-26页 |
| 2.2.2.4 Other Features of Presuppositions | 第26页 |
| 2.2.3 The Way to Understand a Presupposition | 第26-27页 |
| 2.3 Advertising Language | 第27-33页 |
| 2.3.1 Basic Ideas about Advertising | 第29页 |
| 2.3.2 Purpose and Functions of Advertising | 第29-31页 |
| 2.3.3 Previous Studies on Advertising Language | 第31-33页 |
| 2.4 Researeh Gaps and Research Questions | 第33-34页 |
| 2.5 Chapter Summary | 第34-35页 |
| Chapter Three Presupposition Employed in Advertising Discourse | 第35-62页 |
| 3.1 Introduction | 第35页 |
| 3.2 Data for Analysis | 第35页 |
| 3.3 Major Results | 第35-61页 |
| 3.3.1 Presupposition and the Language of Advertising | 第36-46页 |
| 3.3.1.1 Presupposition and the Brevity of Advertising Language | 第37页 |
| 3.3.1.2 A Remedy to the Impossibility of Complete Explicitness of Advertising Language | 第37-39页 |
| 3.3.1.3 Presupposition and the Economy of Word and Space | 第39-41页 |
| 3.3.1.4 Presupposition and the Macrostructure of Advertising Discourse | 第41-43页 |
| 3.3.1.5 Presupposition and the Coherence of Advertising Discourse | 第43-46页 |
| 3.3.2 Presupposition and the Information of Advertising | 第46-53页 |
| 3.3.2.1 Presupposition and the Amount of Advertisement Information | 第46-47页 |
| 3.3.2.2 Presupposition and the Quality of Advertisement Information Commtmication | 第47-50页 |
| 3.3.2.3 Pragmatic Presupposition and Advertising Information | 第50-53页 |
| 3.3.3. Presupposition and the Market Strategies of Advertising | 第53-61页 |
| 3.3.3.1 Presupposition and Leading Function | 第53-54页 |
| 3.3.3.2 Presupposition and Concealment Function | 第54-56页 |
| 3.3.3.3 Presupposition and Self-protection | 第56-58页 |
| 3.3.3.4 Presupposition and Euphemism Function | 第58-59页 |
| 3.3.3.5 Presupposition and Humor | 第59-61页 |
| 3.4 Chapter Summary | 第61-62页 |
| Chapter Four Findings and Discussion | 第62-71页 |
| 4.1 Introduction | 第62页 |
| 4.2 Stylistic Features of Advertising Discourse | 第62-63页 |
| 4.3 Stylistic Effects of Advertising Discourse | 第63-70页 |
| 4.3.1 Factive Presuppositions | 第63-65页 |
| 4.3.2 Effective Presuppositions | 第65-66页 |
| 4.3.3 Belief Presuppositions | 第66-68页 |
| 4.3.4 Persuasive Presuppositions | 第68-69页 |
| 4.3.5 Psychological Presuppositions | 第69-70页 |
| 4.4 Chapter Summary | 第70-71页 |
| Chapter Five Conclusion | 第71-75页 |
| 5.1 Summary of the Study | 第71-72页 |
| 5.2 Implications of the Study | 第72-73页 |
| 5.3 Suggestions for Future Studies | 第73-75页 |
| References | 第75-77页 |
| Acknowledgements | 第77-78页 |
| 学位论文评阅及答辩情况表 | 第78页 |
