| 中文摘要 | 第1-4页 |
| Abstract | 第4-7页 |
| Introduction | 第7-8页 |
| Chapter 1 Review of relevant theories | 第8-32页 |
| ·Theories on presupposition | 第8-20页 |
| ·Theories on implicature | 第20-24页 |
| ·Entailment, presupposition and implicature: what is what | 第24-27页 |
| ·Advertising as a socio-cultural communicative activity | 第27-32页 |
| Chapter 2 Functions of presupposition and implicature in advertising | 第32-38页 |
| ·To bring simplicity to advertising language | 第32-34页 |
| ·To make advertising language implicit | 第34-35页 |
| ·To promote a kind of ideology | 第35-36页 |
| ·To remind the audience the existence of objects, facts or propositions | 第36-38页 |
| Chapter 3 Presupposition in advertising | 第38-51页 |
| ·Advertising presupposition and advertising psychology | 第38-45页 |
| ·Advertising presupposition and presupposition triggers | 第45-47页 |
| ·Advertising and pragmatic presupposition in culture | 第47-51页 |
| Chapter 4 Implieature in advertising | 第51-67页 |
| ·Conventional implicature in advertising | 第51-52页 |
| ·Conversational implicature in advertising | 第52-67页 |
| Chapter 5 A survey of presupposition and implieature in advertising | 第67-70页 |
| ·Data collection | 第67页 |
| ·Results and discussion | 第67-70页 |
| Conclusion | 第70-72页 |
| Bibliography | 第72-73页 |
| Acknowledgements | 第73-74页 |
| 原创性声明 | 第74页 |
