| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 内容摘要 | 第7-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Overview | 第12-13页 |
| ·Data Collection and Methodology of Analysis | 第13-14页 |
| ·Significance of the Thesis | 第14页 |
| ·Organization of the Thesis | 第14-16页 |
| Chapter Two Literature Review | 第16-28页 |
| ·Previous Research on Intertextuality | 第16-22页 |
| ·The Origin of Intertextuality | 第16-17页 |
| ·Definitions of Intertextuality | 第17-19页 |
| ·Julia Kristeva's View | 第18页 |
| ·Roland Barthes' View | 第18-19页 |
| ·Gerard Genette's View | 第19页 |
| ·Michael Riffaterre's View | 第19页 |
| ·Classifications of Intertextuality | 第19-22页 |
| ·Broad and Narrow Intertextuality | 第20页 |
| ·Diachronic and Synchronic Intertextuality | 第20页 |
| ·Horizontal and Vertical Intertextuality | 第20-21页 |
| ·Active and Passive Intertextuality | 第21页 |
| ·Strong and Weak Intertextuality | 第21页 |
| ·Manifest and Constitutive Intertextuality | 第21-22页 |
| ·Specific and Generic lntertextuality | 第22页 |
| ·Previous Study on Advertising | 第22-28页 |
| ·Definition of Advertising | 第23页 |
| ·Functions of Advertising | 第23-24页 |
| ·Approaches of Analyzing Advertising Language | 第24-27页 |
| ·Semiotic Approaches | 第24-25页 |
| ·Linguistic Approaches | 第25-27页 |
| ·Researches on Intertextuality in Advertisements | 第27-28页 |
| Chapter Three The Memetic Theory | 第28-40页 |
| ·Origin and Definition of the Word "Meme" | 第28-30页 |
| ·Relative Concepts about Meme | 第30-32页 |
| ·Memotype and Memetic Phenotype | 第30页 |
| ·Meme and Memeplex | 第30-31页 |
| ·Strong Memes and Weak Memes | 第31页 |
| ·Host and Vector | 第31-32页 |
| ·Qualities of Memes | 第32-33页 |
| ·Life Circles of Memes | 第33页 |
| ·Memetic Selection Criteria | 第33-35页 |
| ·Objective Criteria | 第34页 |
| ·Subjective Criteria | 第34页 |
| ·Intersubjective Criteria | 第34-35页 |
| ·Meme-centered Criteria | 第35页 |
| ·Relationship between Language and Memes | 第35-37页 |
| ·Language as the Key Means to Spread Memes | 第36页 |
| ·Memes Influencing Language | 第36-37页 |
| ·Memes in Advertising | 第37-38页 |
| ·Definition of Meme in Advertising | 第37页 |
| ·Nature of Memes in Advertising | 第37-38页 |
| ·Interrelation between Memes and Intertextuality | 第38-40页 |
| Chapter Four Intertextuality in Commercial Advertisements: A Memetic Approach | 第40-62页 |
| ·Intertextual Nature of Advertising | 第41-42页 |
| ·Basic Notions of Intertextuality in Advertisements | 第42-43页 |
| ·Source Text | 第42页 |
| ·Intertextual Marks | 第42-43页 |
| ·Intertextual Competence | 第43页 |
| ·Case Study | 第43-62页 |
| ·Citation | 第43-47页 |
| ·Citation of Songs, Famous Speeches, Movies and So on | 第43-45页 |
| ·Citation of Proverbs | 第45-47页 |
| ·Allusion | 第47-51页 |
| ·Allusions of Figures | 第47-49页 |
| ·Allusions of Events | 第49-51页 |
| ·Parody | 第51-58页 |
| ·Parody at Word or Phrase Level | 第52-54页 |
| ·Parody at Sentence Level | 第54-55页 |
| ·Parody at Discourse Level | 第55-58页 |
| ·Cultural Intertextuality | 第58-62页 |
| Chapter Five Conclusion | 第62-64页 |
| ·Summary of the Thesis | 第62-63页 |
| ·Limitations of the Study | 第63页 |
| ·Suggestions for Further Research | 第63-64页 |
| References | 第64-68页 |
