| Acknowledgements | 第1-6页 |
| Abstract (English) | 第6-8页 |
| Abstract (Chinese) | 第8-9页 |
| Contents | 第9-11页 |
| Chapter One Introduction | 第11-16页 |
| Chapter Two Theoretical Studies on Presupposition | 第16-26页 |
| ·The History of Presupposition Studies | 第16-18页 |
| ·Presupposition-triggers | 第18-19页 |
| ·Theories of Presupposition | 第19-24页 |
| ·Semantic Presupposition Theories | 第19-21页 |
| ·Pragmatic Presupposition Theories | 第21-24页 |
| ·Classifications of Presupposition | 第24-25页 |
| ·Summary | 第25-26页 |
| Chapter Three Researches on Advertising | 第26-36页 |
| ·Semiotic Approaches | 第26-28页 |
| ·Linguistic Approaches | 第28-34页 |
| ·Summary | 第34-36页 |
| Chapter Four Revised Presupposition Theory | 第36-59页 |
| ·Metapragmatic Presupposition and Lingual Pragmatic Presupposition | 第36-54页 |
| ·Metapragmatic Presupposition | 第38-42页 |
| ·Lingual Pragmatic Presupposition | 第42-54页 |
| ·Revised Gazdar's Canceling Mechanism | 第54-57页 |
| ·Summary | 第57-59页 |
| Chapter Five Pragmatic Presupposition's Taxonomy in Verbal Advertising | 第59-79页 |
| ·Chen Xinren's Classification | 第59-61页 |
| ·Revised Categorization of Pragmatic Presupposition in Adverts | 第61-78页 |
| ·Illocutionary Force and Perlocutionary Act | 第62-64页 |
| ·Five Categories of Pragmatic Presupposition in Advertising | 第64-78页 |
| ·Summary | 第78-79页 |
| Chapter Six Functions of Presupposition | 第79-86页 |
| ·Presupposition and Coherence | 第79-82页 |
| ·Presupposition and Legal Regulations | 第82-85页 |
| ·Summary | 第85-86页 |
| Chapter Seven Conclusion | 第86-89页 |
| ·Summary of This Thesis | 第86-87页 |
| ·Limitation and Further Study | 第87-89页 |
| Bibliography | 第89-94页 |
| Appendix I 54 Lingual Pragmatic Presupposition-bearing Advertisements | 第94-97页 |
| Appendix II Advertisement Law of the People's Republic of China | 第97-104页 |
