| 中文摘要 | 第1-5页 |
| ABSTRACT | 第5-7页 |
| Chapter I Introduction | 第7-10页 |
| ·The Rationale of the Study | 第7页 |
| ·The Purpose of the Study | 第7-8页 |
| ·Research Method and Data Sources | 第8页 |
| ·Structure of the Thesis | 第8-10页 |
| Chapter II Literature Review | 第10-26页 |
| ·Issues on Presupposition | 第10-16页 |
| ·The Notion of Presupposition | 第10-11页 |
| ·Two Approaches to Presupposition | 第11-16页 |
| ·Semantic Approach to Presupposition | 第11-13页 |
| ·Pragmatic Approach to Presupposition | 第13-16页 |
| ·Pragmatic Presupposition in this Thesis | 第16页 |
| ·Advertising and Advertising Language | 第16-17页 |
| ·Previous Studies on Pragmatic Presupposition in Advertising Language | 第17-23页 |
| ·The Classification of Pragmatic Presupposition in Advertising Language | 第18-19页 |
| ·The Function of Pragmatic Presupposition in Advertising Language | 第19-23页 |
| ·Motivation to Study from the Approach of Adaptation Theory | 第23-26页 |
| Chapter III Theoretical Framework of the Present Study | 第26-32页 |
| ·Verschueren s Adaptation Theory | 第26-27页 |
| ·The Contextual Correlates of Adaptability | 第27-29页 |
| ·Ingredients of Communicative Context in Advertising | 第29-30页 |
| ·Framework for the Data Analysis | 第30-32页 |
| Chapter IV Negotiable Choices Made to Adapt to the Communicative Context | 第32-50页 |
| ·Adaptation to the Mental world | 第32-45页 |
| ·Adaptation to Consumers Personality Traits | 第32-33页 |
| ·Adaptation to Consumers Emotions | 第33-35页 |
| ·Adaptation to Consumers Beliefs | 第35-36页 |
| ·Adaptation to Consumers Motivations | 第36-39页 |
| ·Adaptation to Consumers Desires | 第39-45页 |
| ·Adaptation to the Social World and Physical World | 第45-50页 |
| ·Adaptation to Gender | 第46-47页 |
| ·Adaptation to age | 第47页 |
| ·Adaptation to Time | 第47-48页 |
| ·Adaptation to space | 第48-50页 |
| Chapter V Conclusion | 第50-52页 |
| ·Major Findings | 第50页 |
| ·Limitations of this Study | 第50-51页 |
| ·Recommendations for Further Study | 第51-52页 |
| Bibliography | 第52-54页 |
| Appendix: The Collection of Advertisements | 第54-59页 |
| Acknowledgements | 第59页 |
