| 摘要 | 第1-5页 |
| Abstract | 第5-6页 |
| Contents | 第6-8页 |
| Figures | 第8-9页 |
| Chapter 1 Introduction | 第9-13页 |
| ·Preview | 第9-10页 |
| ·Rationale and Significance of the Study | 第10-11页 |
| ·Research Questions | 第11页 |
| ·Methodology and Data Collection | 第11-12页 |
| ·Organization of the Thesis | 第12-13页 |
| Chapter 2 Literature Review | 第13-29页 |
| ·Historical Overview of Intertextuality | 第13-18页 |
| ·M.M.Bakhtin:the Social Word and Dialogism | 第13-14页 |
| ·Julia Kristeva:Dialogism to Intertextuality | 第14-16页 |
| ·Roland Barthes:the Text Unbound | 第16-17页 |
| ·Other Researches on Intertextuality | 第17-18页 |
| ·Previous Studies on Intertextuality in Advertising | 第18-20页 |
| ·Studies Conducted by Foreign Scholars | 第18-19页 |
| ·Studies Conducted by Chinese Scholars | 第19-20页 |
| ·General Introduction to Memetics | 第20-26页 |
| ·Historical Overview of Meme and Memetics | 第20-22页 |
| ·Several Basic Concepts in Memetics | 第22-25页 |
| ·Memetic Studies in China | 第25-26页 |
| ·Memetic Studies in the Field of Advertising | 第26-27页 |
| ·Summary | 第27-29页 |
| Chapter 3 Theoretical Framework | 第29-38页 |
| ·Basic Notions of Advertising | 第29-30页 |
| ·Intertextuality in Advertisement | 第30-32页 |
| ·Classification of Intertextuality | 第30-32页 |
| ·Intertextuality and Meme | 第32页 |
| ·Meme in Advertisement | 第32-33页 |
| ·Framework for Intertextuality Realization | 第33-38页 |
| ·Brief Introduction to Adaptation Theory | 第33-36页 |
| ·Framework | 第36-38页 |
| Chapter 4 Memetic Analysis ofIntertextuality in Advertisements | 第38-65页 |
| ·The Realization of Intertextuality as a Process of Memetic Adaptation | 第38-42页 |
| ·Adaptation to Cognitive Structure | 第39页 |
| ·Adaptation to Emotive Factors | 第39-40页 |
| ·Adaptation to Cultural Factors | 第40页 |
| ·Adaptation to Structural Patterns | 第40-42页 |
| ·Forms and Functions of Intertextuality in Advertisements | 第42-65页 |
| ·Specific Intertextuality | 第42-51页 |
| ·Generic Intertextuality | 第51-58页 |
| ·Cultural Intertextuality | 第58-63页 |
| ·Summary | 第63-65页 |
| Chapter 5 Conclusion | 第65-68页 |
| ·Major Findings | 第65-66页 |
| ·Limitation of the Study | 第66页 |
| ·Suggestions for Further Studies | 第66-68页 |
| Bibliography | 第68-71页 |
| Acknowledgements | 第71页 |
