| ABSTRACT | 第1-5页 |
| 摘要 | 第5-9页 |
| CHAPTER Ⅰ 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 Ⅱ LITERATURE REVIEW | 第13-22页 |
| ·Historical Overview of Intertextuality | 第13-15页 |
| ·M.M.Balchtin:the Social Word and Dialogism | 第13-14页 |
| ·Julia Kristeva:Dialogism to Intertextuality | 第14页 |
| ·Roland Barthes:the Text Unbound | 第14-15页 |
| ·Other Researches on Intertextuality | 第15页 |
| ·Previous Studies on Intertextuality in Advertising | 第15-18页 |
| ·Studies Conducted by Foreign Scholars | 第16-17页 |
| ·Studies Conducted by Chinese Scholars | 第17-18页 |
| ·Historical Overview of Memetics | 第18-20页 |
| ·Memetics Research Abroad | 第18-19页 |
| ·Memetics Research in China | 第19-20页 |
| ·Memetic Studies in the Field of Advertising | 第20-22页 |
| ·Geoff Ayling's Research | 第20-21页 |
| ·Jay Conrad Levinson's Research | 第21-22页 |
| CHAPTER Ⅲ THEORETICAL FRAMEWORK | 第22-35页 |
| ·The Memetic Theory | 第22-29页 |
| ·Origin and Definition of the Word "Meme" | 第22-23页 |
| ·Relative Concepts about Meme | 第23-25页 |
| ·Qualities of Memes | 第25-26页 |
| ·Life Circles of Memes | 第26-28页 |
| ·Memetic Selection Criteria | 第28-29页 |
| ·Relationship between Language and Memes | 第29-30页 |
| ·Language as the Key Means to Spread Memes | 第29-30页 |
| ·Memes Influencing Language | 第30页 |
| ·Memes in Advertising | 第30-32页 |
| ·Definition of Meme in Advertising | 第30-31页 |
| ·Nature of Memes in Advertising | 第31页 |
| ·Meme types in the Transmission Process of Advertising Language | 第31-32页 |
| ·Interrelation between Memes and Intertextuality | 第32-35页 |
| CHAPTER Ⅳ CASE ANALYSIS:A MEMETIC INTERPRETATION OFTHE CAUSE OF INTERTEXTUALITY IN ENLGISH ADVERTISINGLANGUAGE | 第35-61页 |
| ·Basic Notions of Advertising | 第35-36页 |
| ·Basic Notions of Intertextuality in Advertisements | 第36-39页 |
| ·Source Text | 第36页 |
| ·Intertextual Marks and Intertextual Competence | 第36-37页 |
| ·Classification of Intertextuality | 第37-39页 |
| ·Case Analysis:Intertextuality Caused by Memetic Transmission in Advertising Language | 第39-61页 |
| ·The Specific Intertextuality Caused by Meme Transmission | 第40-49页 |
| ·The Generic Intertextuality Caused by Meme Transmission | 第49-56页 |
| ·The Cultural Intertextuality Caused by Meme Transmission | 第56-59页 |
| ·Summary | 第59-61页 |
| CHAPTER Ⅴ CONCLUSION | 第61-65页 |
| ·Major Findings | 第61-62页 |
| ·Limitation of the Study | 第62-63页 |
| ·Suggestions for Further Studies | 第63-65页 |
| BIBLIOGRAPHY | 第65-68页 |
| 攻读硕士学位期间发表的论文 | 第68-69页 |
| ACKNOWLEDGEMENTS | 第69-72页 |
| APPENDIX | 第72-75页 |
