| 摘要 | 第1-8页 |
| Abstract | 第8-13页 |
| Chapter 1 Introduction | 第13-36页 |
| ·Previous Researches on Advertisement | 第13-20页 |
| ·Advertising and Its Language | 第13-15页 |
| ·Survey of Related Studies | 第15-20页 |
| ·Focus of Present Study | 第20-24页 |
| ·Purpose and Significance of the Research | 第20-23页 |
| ·Sampling Criteria, Data Collection and Processing | 第23-24页 |
| ·Theoretical Foundation | 第24-34页 |
| ·Presupposition | 第24-31页 |
| ·Conversational Implicature | 第31-34页 |
| ·General Organization of the Thesis | 第34-36页 |
| Chapter 2 Presupposition in ECA | 第36-52页 |
| ·Classification and Case Analysis of Presupposition | 第36-47页 |
| ·Existential Presupposition | 第37-39页 |
| ·Factive Presupposition | 第39-41页 |
| ·Belief Presupposition | 第41-43页 |
| ·State Presupposition | 第43-46页 |
| ·Behavior Presupposition | 第46-47页 |
| ·Functions of Presupposition in ECA | 第47-52页 |
| ·Being Concise | 第47-48页 |
| ·Making Advertising Claim Hardly Noticeable | 第48-50页 |
| ·Promoting a Kind of Ideology | 第50页 |
| ·Attracting Readers' Attention | 第50-52页 |
| Chapter 3 Conversational Implicature in ECA | 第52-72页 |
| ·Classification and Case Analysis of Conversational Implicature | 第52-69页 |
| ·Flouting of Maxim of Quantity | 第53-57页 |
| ·Flouting of Maxim of Quality | 第57-61页 |
| ·Flouting of Maxim of Relation | 第61-64页 |
| ·Flouting of Maxim of Manner | 第64-69页 |
| ·Functions of Conversational Implicature in ECA | 第69-72页 |
| ·Being Economical | 第69页 |
| ·Making Favorable Claims | 第69-70页 |
| ·Making Advertising Language More Interesting | 第70-71页 |
| ·Making Advertised Products More Impressive | 第71-72页 |
| Chapter 4 Statistical Results of Presupposition and Conversational implicature in ECA | 第72-90页 |
| ·Distributions in General Commercial Advertisement | 第72-80页 |
| ·Distribution of Presupposition | 第73-75页 |
| ·Distribution of Conversational implicature | 第75-79页 |
| ·Summary | 第79-80页 |
| ·Distributions in Classified Commercial Advertisement | 第80-90页 |
| ·Distribution of Presupposition | 第82-85页 |
| ·Distribution of Conversational implicature | 第85-88页 |
| ·Summary | 第88-90页 |
| Chapter 5 Conclusion | 第90-93页 |
| ·General Findings of the Thesis | 第90-92页 |
| ·Limitations and Suggestions for Further Studies | 第92-93页 |
| Acknowledgements | 第93-94页 |
| Bibliography | 第94-98页 |
| Article Published During MA Study | 第98页 |
