| ABSTRACT (in Chinese) | 第1-8页 |
| ABSTRACT (in English) | 第8-11页 |
| Introduction | 第11-14页 |
| Chapter One Advertising and the Language of Advertising | 第14-30页 |
| ·Definition of Advertising | 第14-16页 |
| ·Classification of Advertising | 第16-20页 |
| ·Classification by Target Audience | 第17页 |
| ·Classification by Geographic Areas Covered | 第17-18页 |
| ·Classification by Medium | 第18-19页 |
| ·Classification by Functions | 第19-20页 |
| ·Components of Advertisements | 第20-22页 |
| ·Function of Advertising | 第22-26页 |
| ·Attention | 第23-24页 |
| ·Interest | 第24-25页 |
| ·Desire | 第25-26页 |
| ·Action | 第26页 |
| ·The Linguistic Study of the Language of Advertising | 第26-30页 |
| Chapter Two Study of Presupposition: A Brief Review | 第30-44页 |
| ·Philosophical Study of Presupposition | 第30-33页 |
| ·Semantic Approach to Presupposition and its Problems | 第33-40页 |
| ·Semantic Approach to Presupposition | 第33-36页 |
| ·Problems in the Semantic Approach | 第36-40页 |
| ·Defeasibility | 第36-38页 |
| ·Projection Problem | 第38-40页 |
| ·Pragmatic Approach to Presupposition | 第40-44页 |
| Chapter Three Presupposition in the Language of Advertising | 第44-73页 |
| ·Previous Study of Presupposition in Advertising Language | 第44-45页 |
| ·Features of Presupposition in the Language of Advertising | 第45-49页 |
| ·One-Way Communication in Presupposition | 第46-47页 |
| ·Objectivity in Presupposition | 第47-48页 |
| ·Concealment in Presupposition | 第48-49页 |
| ·Types of Presupposition in the Language of Advertising | 第49-62页 |
| ·Factive Presupposition | 第49-53页 |
| ·State Presupposition | 第53-55页 |
| ·Belief Presupposition | 第55-59页 |
| ·Behavior Presupposition | 第59-61页 |
| ·Other Pragmatic Presuppositions | 第61-62页 |
| ·Functions of Presupposition in Advertising Language | 第62-73页 |
| ·Presupposition and the Economy Principle | 第62-69页 |
| ·Presupposition and Inference | 第64-66页 |
| ·Presupposition and Presupposition Triggers | 第66-69页 |
| ·Presupposition and the Vague Language | 第69-73页 |
| Chapter Four Presupposition and Culture in Advertising Language | 第73-81页 |
| ·Individualism vs. Collectivism | 第74-76页 |
| ·Practicality vs. Face | 第76-78页 |
| ·Sexual vs. Virtuous Female Portrayals | 第78-81页 |
| Conclusion | 第81-83页 |
| NOTE | 第83-88页 |
| BIBLIORAPHY | 第88-89页 |
| ACKNOWLEDGEMENT | 第89页 |
