| 中文摘要 | 第1-3页 |
| Abstract | 第3-4页 |
| 中文文摘 | 第4-7页 |
| Contents | 第7-9页 |
| Introduction | 第9-13页 |
| Chapter One Background of the Research | 第13-23页 |
| ·Previous Studies of Intertextuality | 第13-17页 |
| ·Previous Studies of Hermeneutics | 第17-20页 |
| ·Previous Studies of Advertising | 第20-23页 |
| Chapter Two The Establishment of Intertextuality | 第23-31页 |
| ·Bakhtin's Dialogism | 第23-26页 |
| ·Xin Bin's Classification of Intertextuality | 第26-30页 |
| ·Summary | 第30-31页 |
| Chapter Three The Establishment of Pre-understanding | 第31-39页 |
| ·The Epistemological School of Hermeneutical Thought | 第31-33页 |
| ·The Ontological School of Hermeneutical Thought | 第33-36页 |
| ·The Elaboration of Pre-understanding | 第36-38页 |
| ·The Application of Pre-understanding in Advertising | 第38-39页 |
| Chapter Four The Illustration of the Theory of Intertextuality andPre-understanding | 第39-65页 |
| ·An Overview of Advertisements | 第39-41页 |
| ·The Speaker's Approaches to Encoding Advertising Language | 第41-56页 |
| ·The Receiver's Approaches to Decoding Advertising Language | 第56-61页 |
| ·A Prime Triangle of Advertising Language | 第61-65页 |
| Conclusion | 第65-67页 |
| References | 第67-71页 |
| 攻读学位期间承担的科研任务与主要成果 | 第71-73页 |
| Acknowledgements | 第73-75页 |
| 个人简历 | 第75-76页 |
