| CHINESE ABSTRACT | 第1-10页 |
| ENGLISH ABSTRACT | 第10-14页 |
| Part 1 Introduction | 第14-28页 |
| 1 Introduction | 第14-24页 |
| ·Current situation of intertextual advertising studies | 第14-15页 |
| ·A pragmatic-semiotic approach of discourse analysis | 第15-17页 |
| ·Proposed definitions of the relevant terms | 第17-19页 |
| ·Motivation and significance of this paper | 第19-20页 |
| ·Outline of this thesis | 第20-24页 |
| 2 Design of the Research | 第24-28页 |
| ·Research questions | 第24页 |
| ·Data collection | 第24-25页 |
| ·Method of analysis | 第25页 |
| ·Data analysis procedures | 第25-26页 |
| ·Trustworthiness | 第26页 |
| ·Timeframe | 第26-28页 |
| Part 2 A brief literature review of intertextual research | 第28-38页 |
| 3 A brief literature review of intertextual research | 第28-38页 |
| ·Applicable aspects of intertextuality | 第28-31页 |
| ·Intertextuality in Literary Theory | 第28-29页 |
| ·Semiotics | 第29-30页 |
| ·Cognitive Literacy Theory | 第30页 |
| ·Social Construction of Literacy | 第30-31页 |
| ·Definitions of intertextuality | 第31-33页 |
| ·Definitions of intertextuality | 第31-33页 |
| ·Julia Kristeva ’s interpretation | 第31-32页 |
| ·Roland Bartes’interpretation | 第32页 |
| ·Jacques Derrida’s interpretation | 第32-33页 |
| ·Susanne Holthuis’s interpretation | 第33页 |
| ·Proposed definition of intertextuality in this thesis | 第33-38页 |
| Part 3 Intertextuality in ad texts | 第38-69页 |
| 4 Current situations of ad textual studies | 第38-44页 |
| ·Introduction of genre | 第38页 |
| ·Proposed definition of an ad text | 第38-44页 |
| ·Advertisements as text | 第39页 |
| ·Textuality of advertisements | 第39-44页 |
| ·Strong intentionality | 第40页 |
| ·Diverse generic features | 第40页 |
| ·Multimodal intertextuality | 第40-42页 |
| ·Rhetorical deviation | 第42-43页 |
| ·Sensitivity to culture | 第43-44页 |
| 5 Forms and functions of intertextuality in ad text | 第44-48页 |
| ·Forms of intertextuality | 第44页 |
| ·Functions of delicate expression of intertextuality | 第44-48页 |
| ·Experiential metafunction | 第44-45页 |
| ·Interpersonal Metafunction | 第45页 |
| ·Textual Metafunction | 第45页 |
| ·Logical Metafunction | 第45页 |
| ·Re-contextualising Social Practices | 第45-46页 |
| ·The Multimodal Integration of the Metafunctions in ad text | 第46-48页 |
| 6 Horizontal intertextuality | 第48-56页 |
| ·Horizontal intertextuality | 第48页 |
| ·Expression of horizontal intertextuality in advertisement text | 第48-56页 |
| ·Semiotically –Juxtaposition | 第48-49页 |
| ·Juxtaposition of linguistic codes and/or graphic codes | 第48页 |
| ·Juxtaposition of various generic codes | 第48-49页 |
| ·Multimodal intertextuality between visual, audio and paralinguistic elements | 第49页 |
| ·Linguistic expressive devices of horizontal intertextuality: figuration | 第49-56页 |
| ·Previous rhetorical figures studies in advertisement | 第49-50页 |
| ·Figuration and Consumer Response. | 第49-50页 |
| ·Rhetorical operations and Consumer Response | 第50页 |
| ·New interpretation to the nature of rhetorical figures function in advertisements: figuration – intertextuality – attention to advertisement | 第50-56页 |
| ·Repetition | 第51页 |
| ·Reversal | 第51-52页 |
| ·Substitution | 第52-53页 |
| ·Destablization | 第53-56页 |
| 7 Vertical intertextuality | 第56-61页 |
| ·Vertical intertextuality | 第56-57页 |
| ·Association of old & new information | 第57-60页 |
| ·Information structure: old and new | 第57-60页 |
| ·New information | 第58页 |
| ·Commonly associated old information | 第58-60页 |
| ·Personal experience | 第58页 |
| ·Culture | 第58-60页 |
| ·Associations with celebrities and authorities | 第58-59页 |
| ·Cannibalizing the past for associations | 第59-60页 |
| ·The interrelationship between horizontal and vertical intertextuality | 第60-61页 |
| 8 The production and interpretation of intertextuality: decontextualization to recontextualization | 第61-64页 |
| 9 Case studies for multimodal intertextuality in advertisement | 第64-69页 |
| Sample 1 A print advertisement for a business company: Lands’ End | 第64-65页 |
| Sample 2 Another print advertisement for Taylor Guitar | 第65-67页 |
| Sample 3: A TV advertisement for Nike sports shoes | 第67-69页 |
| Part 4 Conclusions | 第69-76页 |
| 10 Conclusions | 第69-76页 |
| ·Summary | 第69-73页 |
| ·Discussion | 第73-74页 |
| ·Limitations of this thesis and suggestions for further research | 第74-76页 |
| References | 第76-82页 |
| Appendix: Samples of Advertisements | 第82-84页 |
