| Abstract | 第7-8页 |
| 摘要 | 第9-11页 |
| Introduction | 第11-15页 |
| Research Background | 第11-12页 |
| Significance and Aims of the Study | 第12页 |
| Research Questions | 第12页 |
| Methodology and Data Collection | 第12-13页 |
| Organization of the Thesis | 第13-15页 |
| Chapter One Literature Review | 第15-33页 |
| 1.1 Previous Studies on Public Service Advertising | 第15-20页 |
| 1.1.1 The Proposal of Public Service Advertising | 第15-16页 |
| 1.1.2 Definitions of Public Service Advertising | 第16-17页 |
| 1.1.3 Features of Public Service Advertising | 第17-18页 |
| 1.1.4 Previous Studies on Public Service Advertising | 第18-20页 |
| 1.2 Previous Studies on Intertextuality | 第20-28页 |
| 1.2.1 Definitions of Intertextuality | 第20-21页 |
| 1.2.2 Classifications of Intertextuality | 第21-23页 |
| 1.2.3 Origin and Development of Intertextuality at Home and Abroad | 第23-28页 |
| 1.3 Memetic Research at Home and Abroad | 第28-33页 |
| 1.3.1 Memetic Research Abroad | 第28-30页 |
| 1.3.2 Memetic Research at Home | 第30-33页 |
| Chapter Two Theoretical Framework | 第33-39页 |
| 2.1 The Related Notions of Memetics | 第33-34页 |
| 2.1.1 Meme | 第33页 |
| 2.1.2 Memeplex | 第33-34页 |
| 2.1.3 Host and Vector | 第34页 |
| 2.2 Types of Memes | 第34-36页 |
| 2.2.1 Genotype and Phenotype Meme | 第34-35页 |
| 2.2.2 Useful and Harmful Meme | 第35页 |
| 2.2.3 Strong and Weak Meme | 第35-36页 |
| 2.3 Features of Strong Memes | 第36页 |
| 2.4 Life Circle of Memes | 第36-37页 |
| 2.5 The Relationship between Meme and Intertextuality | 第37-39页 |
| Chapter Three An Analysis of Intertextuality in English Public ServiceAdvertising Based on Memetics | 第39-62页 |
| 3.1 The Specific Intertextuality Realized by Meme | 第39-55页 |
| 3.1.1 Quotation | 第39-44页 |
| 3.1.2 Allusion | 第44-47页 |
| 3.1.3 Parody | 第47-52页 |
| 3.1.4 Presupposition | 第52-55页 |
| 3.2 The Generic Intertextuality Realized by Meme | 第55-61页 |
| 3.3 Summary | 第61-62页 |
| Chapter Four Implications for English Public Service Advertising | 第62-67页 |
| 4.1 The Implications of Memetics for English Public Service Advertising | 第62-64页 |
| 4.1.1 Simplicity | 第62-63页 |
| 4.1.2 Novelty | 第63页 |
| 4.1.3 Adaptation | 第63-64页 |
| 4.2 The Implications of Intertextuality for English Public Service Advertising | 第64-67页 |
| 4.2.1 Creativity | 第64-65页 |
| 4.2.2 Focusing on the Popular Culture | 第65-66页 |
| 4.2.3 Making Full Use of the Advantages of Native Language | 第66-67页 |
| Conclusion | 第67-69页 |
| Major Findings | 第67页 |
| Limitations | 第67-68页 |
| Suggestions for Further Studies | 第68-69页 |
| Bibliography | 第69-74页 |
| Acknowledgments | 第74页 |
