| Acknowledgements | 第1-4页 |
| Abstract in Chinese | 第4-6页 |
| Abstract in English | 第6-11页 |
| 1． Introduction | 第11-15页 |
| 2． Brief review of relevant theories | 第15-22页 |
| 2．1 Theories on presupposition | 第15-20页 |
| 2．1．1 Brief review of the history of the studies on presupposition | 第15-16页 |
| 2．1．2 Semantic presupposition | 第16-18页 |
| 2．1．3 Pragmatic presupposition | 第18-19页 |
| 2．1．4 Presupposition in this dissertation | 第19-20页 |
| 2．2 Theories of advertising language | 第20-22页 |
| 2．2．1 Definition | 第20-21页 |
| 2．2．2 Functions and objectives of advertisements | 第21-22页 |
| 3． Functions of presupposition in the form of adverting language | 第22-36页 |
| 3．1 Presupposition and the brevity of advertising language | 第22-34页 |
| 3．1．1 A remedy to the impossibility of complete explicitness of advertising language | 第23-25页 |
| 3．1．2 Presupposition and the economy of word and space | 第25-34页 |
| 3．1．2．1 Presupposition and reference | 第25-27页 |
| 3．1．2．2 Presupposition and presupposition-triggers | 第27-34页 |
| 3．2 Presupposition and the diversity of adverting language | 第34-36页 |
| 4． Presupposition and advertisement information | 第36-55页 |
| 4．1 Presupposition and the amount of advertisement information | 第36-37页 |
| 4．2 Presupposition and the emphasis of advertisement information | 第37-48页 |
| 4．2．1 Phonetic means | 第38-41页 |
| 4．2．2 Implicit cleft stressed constitutions | 第41-43页 |
| 4．2．3 Words | 第43-46页 |
| 4．2．4 Syntactic means | 第46-48页 |
| 4．3 Presupposition and the quality of advertisement information communication | 第48-55页 |
| 4．3．1 Presupposition and macrostructure of advertisement | 第48-51页 |
| 4．3．2 Presupposition and the coherence of advertisement information | 第51-55页 |
| 5． Presupposition and psychology and market strategies of advertisement | 第55-86页 |
| 5．1 Presupposition and concealment function | 第55-60页 |
| 5．2 Presupposition and leading function | 第60-62页 |
| 5．3 Presupposition and euphemism function | 第62-64页 |
| 5．4 Presupposition and targeting readers | 第64-68页 |
| 5．5 Presupposition and self-protection | 第68-71页 |
| 5．6 Presupposition and cooperative principle | 第71-73页 |
| 5．7 Presupposition and speech act | 第73-80页 |
| 5．7．1 Fact presupposition | 第75-76页 |
| 5．7．2 Commitment presupposition | 第76-77页 |
| 5．7．3 State presupposition | 第77-78页 |
| 5．7．4 Action presupposition | 第78-80页 |
| 5．8 Presupposition and humor | 第80-83页 |
| 5．9 Presupposition and the close relationship between people | 第83-86页 |
| 6． Conclusion | 第86-87页 |
| Bibliography | 第87-89页 |
