| ABSTRACT | 第1-5页 |
| 摘要 | 第5-6页 |
| ACKNOWLEDGEMENTS | 第6-10页 |
| CHAPTER 1. INTRODUCTION | 第10-24页 |
| ·RESEARCH BACKGROUND | 第10-12页 |
| ·RESEARCH SIGNIFICANCE | 第12-13页 |
| ·TERM ISSUE | 第13-18页 |
| ·Definition of advertising | 第13-14页 |
| ·Basic terms of intertextuality in advertising | 第14-17页 |
| ·Source text | 第15页 |
| ·Intertextual link | 第15-16页 |
| ·Intertextual competence | 第16-17页 |
| ·Contextual Meaning | 第17-18页 |
| ·RATIONALE FOR THE RESEARCH | 第18-20页 |
| ·Why contextual meaning | 第19页 |
| ·Why intertextuality | 第19页 |
| ·Why food advertising | 第19-20页 |
| ·RESEARCH QUESTIONS | 第20页 |
| ·RESEARCH METHODOLOGY AND DATA COLLECTION | 第20-22页 |
| ·Analyzing method | 第21页 |
| ·Research population | 第21-22页 |
| ·ORGANIZATION OF THE THESIS | 第22-24页 |
| CHAPTER 2. LITERATURE REVIEW | 第24-32页 |
| ·HISTORICAL OVERVIEW OF THEORIES ON INTERTEXTUALITY | 第24-28页 |
| ·Mikhail Bakhtin's Dialogism | 第24-25页 |
| ·Julia Kristeva's Intertextuality | 第25-26页 |
| ·Roland Barthes' Death of the Author | 第26页 |
| ·Fowler's "Kind" and "Mode" | 第26-27页 |
| ·Fairclough's model | 第27页 |
| ·Some supplements by Chinese scholars | 第27-28页 |
| ·PREVIOUS RESEARCHES ON INTERTEXTUALITY IN ADVERTISING | 第28-32页 |
| ·Barthes's three messages | 第28页 |
| ·Tanaka's application of Relevance Theory | 第28-29页 |
| ·Judith Williamson's reader connection | 第29页 |
| ·Pateman's goal-defined activity | 第29-30页 |
| ·Angela Goddard's The Language of Advertising | 第30-31页 |
| ·Intertextual Study of Advertising in China | 第31-32页 |
| CHAPTER 3. THEORETICAL FRAMEWORK | 第32-39页 |
| ·INTERTEXTUAL APPROACH BY XINBIN | 第32-37页 |
| ·Specific intertextuality | 第33-35页 |
| ·Quotation | 第33页 |
| ·Allusion | 第33-34页 |
| ·Presupposition | 第34页 |
| ·Imperative | 第34-35页 |
| ·Generic intertextuality | 第35-36页 |
| ·Media intertextuality | 第36-37页 |
| ·RECEPTION-AESTHETICS | 第37-39页 |
| CHAPTER 4. A DETAILED ANALYSIS | 第39-76页 |
| ·SPECIFIC INTERTEXTUALITY IN ADVERTISING | 第39-54页 |
| ·Quotation | 第39-44页 |
| ·Allusion | 第44-47页 |
| ·Presupposition | 第47-50页 |
| ·Imperative | 第50-54页 |
| ·GENERIC INTERTEXTUALITY IN ADVERTISING | 第54-59页 |
| ·MEDIA INTERTEXTUALITY IN ADVERTISING | 第59-70页 |
| ·Printed images | 第59-65页 |
| ·Audio texts | 第65-70页 |
| ·FAILURES IN INTERTEXTUAL APPLICATION | 第70-76页 |
| ·Failure in readers' interpretation | 第71-73页 |
| ·Failure in cultural divergence | 第73-76页 |
| CHAPTER 5. CONCLUSIONS | 第76-81页 |
| ·SUMMARIZATION OF THE RESEARCH | 第76-77页 |
| ·FINDINGS OF THE RESEARCH | 第77-78页 |
| ·LIMITATIONS OF THE RESEARCH | 第78-79页 |
| ·IMPLICATIONS FOR CHINESE ADVERTING | 第79页 |
| ·SUGGESTIONS FOR FURTHER RESEARCHES | 第79-81页 |
| BIBLIOGRAPHY | 第81-84页 |
