| 摘要 | 第1-8页 |
| ABSTRACT | 第8-10页 |
| 前言 | 第10-12页 |
| ACKNOWLEDGEMENTS | 第12-13页 |
| Chapter One Introduction | 第13-20页 |
| ·Research Aims | 第13-14页 |
| ·The Motivation and Significance of the Study | 第14-15页 |
| ·The Structure of the Thesis | 第15-17页 |
| ·Research Design | 第17-20页 |
| ·Research Questions | 第17-18页 |
| ·Research Methodology | 第18页 |
| ·Data Analysis Procedures | 第18-20页 |
| Chapter Two Theoretical Foundation | 第20-35页 |
| ·Historical Review of Intertextuality | 第20-28页 |
| ·Bakhtin | 第22-23页 |
| ·Julia Kristeva | 第23-24页 |
| ·Roland Barthes | 第24-25页 |
| ·Fairclough | 第25-26页 |
| ·Jacques Derrida | 第26-27页 |
| ·Don Fowler | 第27-28页 |
| ·Intertextual Study by Other Scholars | 第28-29页 |
| ·The Development of the Term "Intertextuality" | 第29-30页 |
| ·The Classification of Intertextuality | 第30-32页 |
| ·Text and Intertextuality | 第32-35页 |
| Chapter Three The Intertextual Property of Advertising Language | 第35-51页 |
| ·A General Study of Advertising | 第35-42页 |
| ·Definition of Advertising and Text | 第36-38页 |
| ·Aims of Advertising | 第38-39页 |
| ·Types of Advertising Language | 第39-40页 |
| ·Breaking Fantasy of Producing Advertisements with "Originality" | 第40页 |
| ·Cultural Background Influencing the Advertising Effect | 第40-42页 |
| ·Types of Intertextual Techniques Employed in Printed Advertisements | 第42-49页 |
| ·Quotation | 第42-44页 |
| ·The Definition of Quotation | 第42-43页 |
| ·The Application of Quotation in Advertising Language | 第43-44页 |
| ·Allusion | 第44-46页 |
| ·The Definition of Allusion | 第44-45页 |
| ·The Application of Allusion in Advertising Language | 第45-46页 |
| ·Parody | 第46-49页 |
| ·The Definition of Parody | 第46-47页 |
| ·The Application of Parody in Advertising Language | 第47-49页 |
| ·Intertextuality Showed in the Image Form of Advertisement | 第49-51页 |
| Chapter Four Application of Intertextual Techniques in Advertisements | 第51-59页 |
| ·Other Functions of Intertextuality in Advertising Language | 第51-56页 |
| ·Employing Intertextual Techniques Effectively | 第51页 |
| ·Impressing the Customers | 第51-52页 |
| ·Improving the Aesthetic Effect of the Advertisement | 第52-54页 |
| ·Contributing to the Transmission of Advertising texts | 第54-55页 |
| ·Enriching the Varied Expressing Forms of Advertisements | 第55页 |
| ·Promoting the Integrated Instruction | 第55-56页 |
| ·Double Focus of Intertextuality | 第56-57页 |
| ·The Relativity of Intertextuality | 第57-59页 |
| Chapter Five Conclusion | 第59-65页 |
| ·Summary | 第59页 |
| ·Limitation of the Study | 第59-61页 |
| ·Enlightenment Elicited by the Use of Intertextual Techniques in Advertisements | 第61-64页 |
| ·The Re-thought of the Combination of Former Elements | 第61-62页 |
| ·Paying Close Attention to the Popular Culture | 第62-63页 |
| ·Awareness of the Phenomenon of the Misunderstanding of Intertextuality | 第63-64页 |
| ·Suggestions for Further Study | 第64-65页 |
| Bibliography | 第65-68页 |
