| Abstract | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter 1 Introduction | 第12-17页 |
| ·Research background | 第12-13页 |
| ·Research objective and signiifcance | 第13-14页 |
| ·Data collection and methodology.. | 第14-15页 |
| ·Organization of the study | 第15-17页 |
| Chapter 2 Literature Review | 第17-26页 |
| ·Previous studies on intertextuality in advertising | 第17-21页 |
| ·Studies on classiifcations and functions of intertextuality in advertising | 第18-20页 |
| ·Studies on translation application of intertextuality in advertising | 第20-21页 |
| ·Previous studies on intertextuality in public service advertising | 第21-23页 |
| ·Previous studies on intertextuality in advertising based on memetics | 第23-25页 |
| ·Limitations of previous researches | 第25-26页 |
| Chapter 3 Theoretical Basis | 第26-34页 |
| ·The memetic theory | 第26-32页 |
| ·Origin and deifnition of meme | 第27-28页 |
| ·Memetic genotype and memetic phenotype | 第28-32页 |
| ·Interrelation between language and meme | 第32-33页 |
| ·Interrelation between meme and intertextuality | 第33-34页 |
| Chapter 4 Realization of Intertextuality in Chinese Public Service Advertisements through Memetic Genotype | 第34-54页 |
| ·Quotation of classic works | 第34-43页 |
| ·Quotion of famous sentences from ancient works | 第34-39页 |
| ·Quotion of famous sentences from poems | 第39-41页 |
| ·Quotation of popular titles of songs | 第41-43页 |
| ·Allusion of historical stories or protagonists in classics | 第43-48页 |
| ·Allusion of historical stories | 第43-46页 |
| ·Allusion of protagonists in classics | 第46-48页 |
| ·Imitation of memes | 第48-54页 |
| ·Imitation of memes with the same source but different forms | 第49-51页 |
| ·Imitation of the same meme with different expressing forms | 第51-54页 |
| Chapter 5 Realization of Intertextuality in Chinese Public Service Advertisements through Memetic Phenotype | 第54-76页 |
| ·Replication and transmission of memes with the same structure but different contents | 第54-65页 |
| ·Imitation of famous sentences from ancient works | 第55-57页 |
| ·Imitation of sentences from poems | 第57-60页 |
| ·Imitation of lyrics of songs | 第60-63页 |
| ·Imitation of famous idioms | 第63-65页 |
| ·Replication and transmission of memes with the same or similar sound but different meanings | 第65-71页 |
| ·Imitation of sounds of famous idioms | 第66-67页 |
| ·Imitation of sounds of four-character phrases | 第67-69页 |
| ·Imitation of sounds of characters or phrases | 第69-71页 |
| ·Replication and transmission of memes with the same written form but different associative meanings | 第71-76页 |
| ·Application of literal meanings of phrases | 第71-73页 |
| ·Application of literal meanings of four-character collocations | 第73-76页 |
| Chapter 6 Conclusion | 第76-79页 |
| ·Major ifndings | 第76-77页 |
| ·Limitations and suggestions for further studies | 第77-79页 |
| Bibliography | 第79-82页 |
| Main Websites Visited | 第82-83页 |
| Appendix | 第83-86页 |
| 攻读硕士学位期贴要蒲成果 | 第86-87页 |
| Acknowledgements | 第87页 |
