| 中文摘要 | 第1-4页 |
| ABSTRACT | 第4-9页 |
| CHAPER ONE INTRODUCTION | 第9-13页 |
| ·BACKGROUND OF THE STUDY | 第9-10页 |
| ·RESEARCH MOTIVATION | 第10-11页 |
| ·GENERAL STUCTURE | 第11-13页 |
| CHAPTER TWO LITERATURE REVIEW | 第13-37页 |
| ·PRESUPPOSITION | 第13-26页 |
| ·Semantic Presupposition | 第13-18页 |
| ·Pragmatic Presupposition | 第18-19页 |
| ·Properties of Presupposition | 第19-20页 |
| ·Presupposition Triggers | 第20-22页 |
| ·Felicity Condition | 第22-23页 |
| ·Presupposition and Assertion | 第23-25页 |
| ·Implicature | 第25-26页 |
| ·COMPREHENSION OF PRESUPPOSITION AND ITS EFFECTS | 第26-32页 |
| ·Study of Just & Clark (1973) | 第27-28页 |
| ·Studies of Hornby (1974) and Carrell (1977) | 第28-29页 |
| ·Study of Bock (1977) | 第29页 |
| ·Study of Ackerman (1978) | 第29-30页 |
| ·General Comments | 第30-32页 |
| ·ADVERTISING LANGUAGE | 第32-37页 |
| ·Basic Ideas about Advertising | 第32-34页 |
| ·Previous Studies on Presupposition in Print Advertising Language Analyzed from Advertisers’Perspectives | 第34-35页 |
| ·Comments on Chen’s Study | 第35-37页 |
| CHPTER THREE RESEARCH METHODOLOGY | 第37-41页 |
| ·SAMPLE COLLECTING | 第37-38页 |
| ·RESEARCH RATIONALE | 第38-39页 |
| ·SUBJECTS CHOOSING | 第39页 |
| ·DESCRIPTION OF QUESTIONNAIRE | 第39-41页 |
| ·Design and Procedure | 第39-40页 |
| ·Data Analysis | 第40-41页 |
| CHAPTER FOUR ANALYSIS OF ADVERTISEMENT INFORMATION | 第41-55页 |
| ·LEXICAL LEVEL | 第41-47页 |
| ·Definite Descriptions | 第41-43页 |
| ·Factive Verbs | 第43-44页 |
| ·Implicative Adverbs | 第44-45页 |
| ·Change of State Verbs | 第45页 |
| ·Iteratives | 第45-46页 |
| ·Psychological Verbs | 第46页 |
| ·Mood Word | 第46-47页 |
| ·SENTENCE LEVEL | 第47-50页 |
| ·Temporal Clause | 第47页 |
| ·Pseudo-Cleft Sentence | 第47-48页 |
| ·Comparison and Contrast | 第48-49页 |
| ·Question | 第49-50页 |
| ·COMBINATIONS OF MORE PRESUPPOSITIONS | 第50-51页 |
| ·IMPLICATURE INFERENCE | 第51-52页 |
| ·Sentence level | 第52页 |
| ·Phrase level | 第52页 |
| ·SUMMARY | 第52-55页 |
| CHAPTER FIVE READERS’RESPONSES TO ADVERTISEMENT INFORMATION | 第55-65页 |
| ·DESCRIPTION OF STATISTIC RESULTS | 第55-61页 |
| ·General Observation | 第55-56页 |
| ·The Relation between Presupposition and Assertion of the Advertisements | 第56-59页 |
| ·Presupposed Contents and Presupposition Triggers | 第59-60页 |
| ·The Attractive Effects of Advertisements | 第60-61页 |
| ·RESULTS AND DISCUSSION | 第61-65页 |
| ·Readers’Responses to Presupposed and Asserted Information in Advertisement | 第61-62页 |
| ·Readers’Responses to Implicated Information in Advertisement | 第62页 |
| ·Readers’Responses to Different Types of Presupposition in Advertisement | 第62-63页 |
| ·The Degree of Perceiving Information | 第63页 |
| ·The Degree of Challenging Information | 第63-65页 |
| CHAPTER SIX CONCLUSION | 第65-69页 |
| ·SUMMARY OF THIS THESIS | 第65-67页 |
| ·LIMITATION AND SUGGESTED FURTHER STUDY | 第67-69页 |
| REFERENCES | 第69-73页 |
| APPENDIX | 第73-80页 |
