| ABSTRACT | 第1-6页 |
| 中文摘要 | 第6-10页 |
| Chapter One Introduction | 第10-13页 |
| ·The Necessity of the Study | 第10页 |
| ·The Purpose of the Study | 第10-11页 |
| ·Research Method | 第11页 |
| ·The Organization of the Thesis | 第11-13页 |
| Chapter Two Previous Studies of Advertising Language | 第13-20页 |
| ·The Notion of Advertising Language | 第13-14页 |
| ·Approaches to the Analysis of Advertising language | 第14-19页 |
| ·The Semiotic Approach to Advertising language | 第15-16页 |
| ·The Linguistic Approach to Advertising language | 第16-17页 |
| ·The Communicative Approach to Advertising language | 第17-18页 |
| ·The Pragmatic Approach to Advertising language | 第18-19页 |
| ·Summary | 第19-20页 |
| Chapter Three The Pragmatic Presupposition Theory as the Theoretical Framework of the Thesis | 第20-37页 |
| ·Semantic Presupposition | 第20-28页 |
| ·A Brief review of the historical background of Presupposition | 第20-22页 |
| ·Semantic Presupposition and Two Related Concepts | 第22-23页 |
| ·Problems in the Semantic Approach | 第23-28页 |
| ·Defeasibility | 第24-25页 |
| ·The Projection Problem | 第25-28页 |
| ·Pragmatic Presupposition and Its Characteristics | 第28-35页 |
| ·The Concept of Pragmatic Presupposition | 第28-31页 |
| ·Characteristics of Pragmatic Presupposition | 第31-35页 |
| ·Appropriateness | 第31-32页 |
| ·Mutual Knowledge | 第32-33页 |
| ·Latency | 第33-34页 |
| ·Unidirectionality | 第34-35页 |
| ·Subjectivity | 第35页 |
| ·Summary | 第35-37页 |
| Chapter Four An Analysis of Pragmatic Presupposition in Advertisements | 第37-53页 |
| ·Types of Pragmatic Presupposition in Advertisements | 第37-44页 |
| ·Factive Presupposition in Advertisement | 第37-39页 |
| ·State Presupposition in Advertisement | 第39-41页 |
| ·Belief Presupposition in Advertisements | 第41-42页 |
| ·Behavior Presupposition in Advertisement | 第42-44页 |
| ·Functions of Pragmatic Presupposition in Advertisements | 第44-52页 |
| ·The Function of Brevetting Language in Advertisements | 第45-47页 |
| ·The Function of Strengthening Persuasion in Advertisements | 第47-48页 |
| ·The Function of Euphemism in Advertisements | 第48-49页 |
| ·The Function of Propagating Culture in Advertisement | 第49-52页 |
| ·Summary | 第52-53页 |
| Chapter Five Conclusion | 第53-55页 |
| ·The Major findings | 第53-54页 |
| ·The Implications | 第54-55页 |
| Bibliography | 第55-58页 |
| Acknowledgements | 第58页 |
