| Abstract (in English) | 第1-6页 |
| Abstract (in Chinese) | 第6-7页 |
| Acknowledgement | 第7-11页 |
| Chapter 1 Introduction | 第11-18页 |
| ·Introduction to Presupposition | 第11-12页 |
| ·Introduction to Advertising | 第12-14页 |
| ·Definition of Advertising | 第12-13页 |
| ·Classification of Advertising | 第13页 |
| ·Function of Advertising | 第13-14页 |
| ·Introduction to Advertising Language | 第14-16页 |
| ·Definition of Advertising Language | 第14页 |
| ·Feature of Advertising Language | 第14-16页 |
| ·Introduction to the Thesis | 第16-18页 |
| ·Data Collection and Research Method | 第16页 |
| ·Objective of the Present Study | 第16页 |
| ·Structure of the Thesis | 第16-18页 |
| Chapter 2 Literature Review | 第18-23页 |
| ·Linguistic Approach | 第18-19页 |
| ·Semiotic Approach | 第19-21页 |
| ·Communication Approach | 第21-23页 |
| Chapter 3 Theories on Presupposition | 第23-37页 |
| ·Introduction | 第23页 |
| ·Semantic Presupposition | 第23-27页 |
| ·The Frege-Strawson Conception | 第24-26页 |
| ·Linguistic Extensions of Semantic Presupposition | 第26-27页 |
| ·Pragmatic Presupposition | 第27-30页 |
| ·Pragmatic Presupposition as Propositional Attitude | 第28页 |
| ·Pragmatic Presupposition as Mutual Knowledge | 第28-29页 |
| ·Pragmatic Presupposition as Felicity Conditions | 第29-30页 |
| ·Relation between Semantic Presupposition and Pragmatic Presupposition | 第30-31页 |
| ·Entailment, Implicature and Presupposition | 第31-33页 |
| ·Entailment and Presupposition | 第31-32页 |
| ·Implicature and Presupposition | 第32-33页 |
| ·Characteristics of Presupposition | 第33-34页 |
| ·Relevance Theory and Presupposition | 第34-37页 |
| Chapter 4 An Analysis of Presupposition in Advertising Language | 第37-74页 |
| ·Reasons and Roles of Presupposition in Advertising Language | 第37-38页 |
| ·Advertising and Psychology | 第37-38页 |
| ·Presupposition and Society | 第38页 |
| ·Classification of Presupposition in Advertising Language | 第38-49页 |
| ·Existential Presupposition | 第39-41页 |
| ·Factive Presupposition | 第41-44页 |
| ·State Presupposition | 第44-46页 |
| ·Belief Presupposition | 第46-47页 |
| ·Behavior Presupposition | 第47-49页 |
| ·Realization of Presupposition | 第49-57页 |
| ·Phonetic Means | 第49-50页 |
| ·Semantic Means | 第50-52页 |
| ·Syntactic Means | 第52-56页 |
| ·Pragmatic Factors | 第56-57页 |
| ·Functions of Presupposition in Advertising Language | 第57-74页 |
| ·Presupposition and Advertising Language | 第58-61页 |
| ·Presupposition and Conciseness of Advertising Language | 第58-60页 |
| ·Presupposition and Interestingness of Advertising Language | 第60-61页 |
| ·Presupposition and Advertising Information | 第61-63页 |
| ·Presupposition and Enlargement of Advertising Information | 第61-62页 |
| ·Presupposition and Emphasis of Advertising Information | 第62-63页 |
| ·Presupposition and Advertising Discourse | 第63-67页 |
| ·Presupposition and Macrostructure of Advertising Discourse | 第64-65页 |
| ·Presupposition and Coherence of Advertising Discourse | 第65-67页 |
| ·Presupposition and Appropriateness to Advertising Strategies | 第67-74页 |
| ·Euphemism Function | 第68页 |
| ·Concealment Function | 第68-70页 |
| ·Persuasion Function | 第70-71页 |
| ·Self-protection Function | 第71-74页 |
| Chapter 5 Conclusion | 第74-77页 |
| ·Major Findings | 第74-75页 |
| ·Limitations of the Study | 第75-76页 |
| ·Implications and Recommendations | 第76-77页 |
| Works Cited | 第77-82页 |
| Appendix | 第82-85页 |
