文摘
英文文摘
Introduction
Chapter One Advertising and the Language of Advertising
1.1 Definition of Advertising
1.2 Classification of Advertising
1.3 Components of Advertisements
1.4 Function of Advertising
1.4.1 Attention
1.4.2 Interest
1.4.3 Desire
1.4.4 Action
1.5 The Linguistic Study of the Language of Advertising
Chapter Two Study of Presupposition: A Brief Review
2.1 Philosophical Study of Presupposition
2.2 Semantic Approach to Presupposition and its Problems
2.2.1 Semantic Approach to Presupposition
2.2.2 Problems in the Semantic Approach
2.3 Pragmatic Approach to Presupposition
Chapter Three Presupposition in the Language of Advertising
3.1 Previous Study of Presupposition in Advertising Language
3.2 Features of Presupposition in the Language of Advertising
3.2.1 One-Way Communication in Presupposition
3.2.2 Objectivity in Presupposition
3.2.3 Concealment in Presupposition
3.3 Types of Presupposition in the Language of Advertising
3.3.1 Factive Presupposition
3.3.2 State Presupposition
3.3.3 Belief Presupposition
3.3.4 Behavior Presupposition
3.3.5 Other Pragmatic Presuppositions
3.4 Functions of Presupposition in Advertising Language
3.4.1 Presupposition and the Economy Principle
3.4.2 Presupposition and the Vague Language
Chapter Four Presupposition and Culture in Advertising Language
4.1 Individualism vs. Collectivism
4.2 Practicality vs. Face
4.3 Sexual vs. Virtuous Female Portrayals
Conclusion
NOTES
BIBLIORAPHY
ACKNOWLEDGEMENTS