论文目录 | |
| 中文摘要 | 第1-5
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| ABSTRACT | 第5-7
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| Chapter I Introduction | 第7-10
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| · The Rationale of the Study | 第7
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| · The Purpose of the Study | 第7-8
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| · Research Method and Data Sources | 第8
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| · Structure of the Thesis | 第8-10
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| Chapter II Literature Review | 第10-26
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| · Issues on Presupposition | 第10-16
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| · The Notion of Presupposition | 第10-11
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| · Two Approaches to Presupposition | 第11-16
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| · Semantic Approach to Presupposition | 第11-13
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| · Pragmatic Approach to Presupposition | 第13-16
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| · Pragmatic Presupposition in this Thesis | 第16
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| · Advertising and Advertising Language | 第16-17
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| · Previous Studies on Pragmatic Presupposition in Advertising Language | 第17-23
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| · The Classification of Pragmatic Presupposition in Advertising Language | 第18-19
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| · The Function of Pragmatic Presupposition in Advertising Language | 第19-23
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| · Motivation to Study from the Approach of Adaptation Theory | 第23-26
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| Chapter III Theoretical Framework of the Present Study | 第26-32
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| · Verschueren s Adaptation Theory | 第26-27
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| · The Contextual Correlates of Adaptability | 第27-29
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| · Ingredients of Communicative Context in Advertising | 第29-30
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| · Framework for the Data Analysis | 第30-32
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| Chapter IV Negotiable Choices Made to Adapt to the Communicative Context | 第32-50
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| · Adaptation to the Mental world | 第32-45
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| · Adaptation to Consumers Personality Traits | 第32-33
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| · Adaptation to Consumers Emotions | 第33-35
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| · Adaptation to Consumers Beliefs | 第35-36
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| · Adaptation to Consumers Motivations | 第36-39
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| · Adaptation to Consumers Desires | 第39-45
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| · Adaptation to the Social World and Physical World | 第45-50
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| · Adaptation to Gender | 第46-47
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| · Adaptation to age | 第47
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| · Adaptation to Time | 第47-48
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| · Adaptation to space | 第48-50
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| Chapter V Conclusion | 第50-52
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| · Major Findings | 第50
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| · Limitations of this Study | 第50-51
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| · Recommendations for Further Study | 第51-52
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| Bibliography | 第52-54
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| Appendix: The Collection of Advertisements | 第54-59
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| Acknowledgements | 第59
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