| Acknowledgements | 第1-5页 |
| Abstract in Chinese | 第5-7页 |
| Abstract in English | 第7-11页 |
| Chapter 1 Introduction | 第11-15页 |
| Chapter 2 Theoretical Basis of the Thesis | 第15-31页 |
| ·Semantic Approach to Presupposition | 第15-21页 |
| ·Historical Background of the Study of Presupposition | 第15-17页 |
| ·Presupposition Triggers | 第17-19页 |
| ·Limitations of Semantic presupposition | 第19-21页 |
| ·Pragmatic Approach to Presupposition | 第21-25页 |
| ·Pragmatic Presupposition as Felicity Conditions | 第21-23页 |
| ·Pragmatic Presupposition as Mutual Knowledge | 第23-25页 |
| ·Characteristics of Pragmatic Presupposition | 第25-29页 |
| ·Unidirectionality | 第25-26页 |
| ·Subjectiveness | 第26-28页 |
| ·Latency | 第28-29页 |
| ·Reasons and Roles of Pragmatic Presupposition in Advertising Language | 第29-31页 |
| Chapter 3 Pragmatic Presupposition and Advertising Information | 第31-42页 |
| ·Implicit Information | 第31-33页 |
| ·Loaded Information | 第33-35页 |
| ·Highlighted Information | 第35-42页 |
| ·Capitalization | 第37-39页 |
| ·Lexical Words | 第39-41页 |
| ·Cleft Sentences | 第41-42页 |
| Chapter 4 Pragmatic Presupposition and Advertising Discourse | 第42-50页 |
| ·Economy of Advertising Discourse | 第42-45页 |
| ·Coherence of Advertising Discourse | 第45-47页 |
| ·Macro-Structure of,Advertising Discourse | 第47-50页 |
| Chapter 5 Pragmatic Presupposition and Socio-Psychology in Advertising | 第50-65页 |
| ·Types of Pragmatic Presupposition | 第50-57页 |
| ·Fact Presupposition | 第51-52页 |
| ·State Presupposition | 第52-54页 |
| ·Belief Presupposition | 第54-55页 |
| ·Action Presupposition | 第55-57页 |
| ·A Quantitative Survey of Pragmatic Presupposition | 第57-59页 |
| ·Data Collection and Analysis | 第57-58页 |
| ·Discussion | 第58-59页 |
| ·Credibility of Advertising | 第59-61页 |
| ·Self-Protection of Advertisers | 第61-62页 |
| ·Euphemism in Advertising | 第62-65页 |
| Chapter 6 Conclusion | 第65-67页 |
| Bibliography | 第67-70页 |
