| Acknowledgements | 第1-5页 |
| 内容摘要 | 第5-7页 |
| Abstract | 第7-12页 |
| 1. Introduction | 第12-16页 |
| ·Objectives and significance of the study | 第12-13页 |
| ·Methodology | 第13-14页 |
| ·Layout of this dissertation | 第14-16页 |
| 2. Literature Review | 第16-19页 |
| ·Previous studies on presupposition abroad | 第16-17页 |
| ·Previous studies on presupposition at home | 第17-19页 |
| 3. Presupposition and Advertising Language | 第19-37页 |
| ·Definition of presupposition | 第19页 |
| ·Two approaches to presupposition | 第19-23页 |
| ·Semantic approach to presupposition | 第20-22页 |
| ·Pragmatic approach to presupposition | 第22-23页 |
| ·Issues concerning advertising language | 第23-26页 |
| ·Definition of advertisement | 第24-25页 |
| ·Functions and objectives of advertisement | 第25-26页 |
| ·Presupposition and psychological & marketing strategies of advertisement | 第26-37页 |
| ·Presupposition and concealment function | 第28-30页 |
| ·Presupposition and euphemism function | 第30-31页 |
| ·Presupposition and information recipient | 第31-34页 |
| ·Presupposition and speech act | 第34-37页 |
| 4. Analysis of Presupposition in Advertising Language | 第37-51页 |
| ·The perspective in classifying presupposition | 第37-38页 |
| ·Classification of presupposition | 第38-47页 |
| ·Fact presupposition | 第38-41页 |
| ·State presupposition | 第41-43页 |
| ·Belief presupposition | 第43-45页 |
| ·Behavior presupposition | 第45-47页 |
| ·A Quantitative Analysis of these four kinds of presuppositions in English Advertisements | 第47-51页 |
| ·The criteria of date selection | 第47页 |
| ·Research Hypothesis | 第47-48页 |
| ·Data analysis and findings | 第48-51页 |
| ·Verification of the hypothesis | 第49-50页 |
| ·The correlation of the high-frequency presupposition and psychological and market strategies of advertisement | 第50-51页 |
| 5. Conclusion | 第51-53页 |
| Bibliography | 第53-55页 |
| Appendix: The 68 Advertising Texts Adopted in Hypothesis Verification | 第55-61页 |
